The new Telenor 1 Facts about Telenor • A leading provider of communication information and entertainment services in Norway the Nordic region and certain international market by eky48218

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									    The new Telenor




1
Facts about Telenor

• A leading provider of communication, information
  and entertainment services in Norway, the Nordic
  region and certain international markets

• Operational activity in 14 countries, presence in
  30 countries

• 22,050 employees - 6,500 outside Norway

• Operating revenue: NOK 46 billion in 2001

• Solid financial platform



            2
Turnover split between Norway and our
operations abroad



                                  60%

        Norway         90%




                                  40%

    Internationally    10%
                      1995        2002

                             3
Telenor ranked number 15 of
top 100 IT companies in the world




                                    Business Week Jun 24. 2002


                           4
The Telenor Group
                                        Corporate management




         Corporate staffs and
         services, R&D, Real
         Estate, Key Partner..


      Core business areas

          Telenor                    Telenor                        Telenor                      Telenor
           Mobile                   Business                      Broadcast                     Networks
                                    Solutions
      Other business areas
              EDB BP ,Bravida, Satellite Services, Satellite Networks, Teleservice, Venture, Innovation
Ambitions

 •       Home market
     •     Maintain high market share within telephony, Internet, mobile
           communication, business communication and entertainment
           services, by being competitive, cost efficient and innovative


 •       Mobile communication
     •     Leading provider of voice and mobile Internet services in the
           Nordic region, Central and East Europe and South-East Asia


 •       Broadcasting
     •     Leading provider of TV channels in the Nordic region, emphasising
           introduction of interactive services
   Telenor Mobile’s portfolio
                                          Telenor Mobil (NO)           Djuice.se (SV)
                                        Ownership:       100%       Ownership:     100%

         Sonofon (DK)                                                                          Extel (RU)
     Ownership:    53.5%                                                                  Ownership:        49%

                                                                                           VimpelCom (RU)
         Pannon (HU)
     Ownership:     100%                                                                  Ownership:        29%


         Connect (AU)                                                                        Kyivstar (UA)
     Ownership:    17.5%                                                                  Ownership:     45.4%


        ProMonte (MO)                                                                      StavTeleSot (RU)
     Ownership:    44.1%                                                                  Ownership:        49%


         Oni Way (PO)                                                                        Cosmote (GR)
     Ownership:     20.0%                                                                 Ownership:        18%



                                     GrameenPhone (BA)
                                                                                                  DiGi (MA)
                                    Ownership:       46.4%
                                                                                            Ownership:       61.0%

                                          DTAC (TH)
     Wireless Matrix (CA)           Ownership:       40.3%*
     Ownership:     30.8%

                                         UCOM (TH)
                                    Ownership:       24.9%

*Telenor Mobile’s direct ownership in TAC is 30%,               7
and 24.9% in UCOM
Telenor Networks – services

  •   Telenor Networks develops, delivers and operates fixed network services in
      the consumer market, the business marked and the wholesale marked, mainly
      in Norway

  •   Telenor Networks is the largest broadband provider and developer in the
      norwegian market  60 % of Telenors network is now configured for ADSL
  •   This is approx. 1.300.000 households




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Subscriber development Internet




                                  9
Demanding broadband development

 •   Norwegian coverage
      – Towards 60 per cent of Telenor’s network developed for broadband
      – 70% can be reached
      – For the rest of the subscribers different technologies will have to be considered due
        to development costs


 •   True competition in a de-regulated norwegian telecom market

 •   But broadband demand is still too low, this requires a national initative
      – Government has said that they will contribute to increasing demand for broadband
      – Words not followed by action
          •   School
          •   Health
          •   Local authorities



                                              10
   Products and services

VOICE/TRAFFIC                                      INTERNET                                      TV
Subscriptions                                      Online subscription                           Cable-TV (Avidi, SOL)
          ISDN                                             Basis, Plus, Total                    Satellite-TV (Canal Digital)
          PSTN (Analog)                            Freesurf                                      Interactive services (Zonavi)
Traffic                                            Discount pacages                              SMATV (Vision)
          ”Norgespris”, international, fixed-to-   Speed
          mobile, internet, etc                                                                  Distribution for more than 100 TV-
                                                           (PSTN, ISDN, ADSL)                    channels (Satellite Broadcasting)
          Discount programs: ”Familie &
          Venner”, ”Favorittland”, ”Fastpris       Value Added Services                          Terrestial distribution in Norge
          Internett”, ”Døgnsurf”, etc
                                                   Internet portals
Value Added Services
                                                           Online.no, Frisurf.no,   iCanal.no,
          Transfering calls, ”PersonSvar”,                 Startsiden.no
          ”HvemRinger”, ”3 på linjen”, etc
                                                   CATV internet



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The Market Research department
in Telenor:
Gives support in making decisions and
 analyzes within :

• Marketing Research
• Competitive Intelligence
• Database analyzes
                      12
The purpose of the Research
Department:
• give our business areas corporate
  advices trough recommandations
  and of relevant decission making
  material, provides for through
  customer,-market and
  competitoranalyses.

• Be proactive in order to identify
  threats and possibilities in the market
                      13
Strong competition in every level of the value
chain
Network operators:



Service providers:




Content providers:



                            14
Marketing Research
The bases of these analyses are external customer
  and marketinformation (interviewsurveys)

•   Brandsurveys (strenght and positioning)
•   Priceawareness
•   Marketshare
•   Loyality- and satisfactionsurvey
•   Consept- and potentialmeasurements
•   Advertisment-/Communicationtesing
•   Trendanalyses
•   Segmentation
•   Ad statistics over customers ”spending” on TV, boards,radio
    and mobile etc                15
Databaseanalyse
The fundament of ananalyses are and models are
 customerinformation from Telenors databases.

• Churnanalyses
• lifesirclemodel
• loyalitymodel
• Customervalue
• Price- and discountplanning
• Customerprofiles and targetanalyses
• Segmentation
• Impact analyses of marketactivities

                                  16
    Competitive Intelligence
Responsible for competitoranalyses and
competitorprofiles, pricesupervise og scenarioanalyses

•   Supervises and emphasises the competitors strenght and weaknesses in the
    small and medium business segment
•   Informastion canalises further on in Telenor through:
     •   Newsdatabases
     •   Weekely newspapers (can be segmentet)
     •   Overview and comparision of competitiors products and services and pricestrategies
     •   Competitorprofiles with highlight on strategy and economic results
     •   Strategicinformation about trends that gives new revenuepotentials towards existing and potensial
         customersegments
•   Informastion comes from external sources like:
     •   Ovum, Forrester, Current Analysis, Factiva, Jupiter, Strategy Analytics, Analysys, eMarketer

•   Financial supervision

•   Internal sources in Telenor gives in addition important information about
    movements, our competitors plans and strategies that enables us to react fast
                                                       17
 Markedsanalyses is a tool and
 administrates the whole product
 development process
Idea                         Consept &                                       Previous
             Analyse                   Development               Lauch       Customers
                                                                                             Majority
                             Design

                          Marketpotensial-
  Valueproposition                                                       Lauchindex         Userindex
                           measurement         pilottesting

   - FOCUS-archive        -short- og         - referancegroup       - Share               -Share
   - trendanalyses        langtermsales      with ”lead users”      ambassadors og        -Ambassadors
   - market potensials    potensial                                 enemies               and enemies
   - scenarios            -- Consepttest                            - satisfaction with   - satisfaction
   - ”What do you need”   - Communication                           product/ services     - user
   analyses               - Pproduct                                                      experience
                          preferanses
                          - Needs
                          - price



                                                    18
  The valueadded process
     Collect             Strukture              Analyse
                                                                   Report and Communicate
   information          And saving            And valueadd



External sources                             News on
                                             competitors and the
• Internal nettwork                          market
• Eksternal nettw.                                                     Advisors
                                             General analyss
• Gartner                                    based on
                      • Players og
• Ovum                                       competitor and
                      Competitors            marktinformation
• Argus/Observer      • Products
• Delphi              • Services
                                             Project and               MIN/NewsFlash
                                             targetgroup related
• Bendi               • Price                to competitor and
• Andre...            • Allianses and
                                             market information
                      partnership
                      • etc…..
                                                                       Web based


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Norway;
- still the land of the unknown…..


                         •   The days of the uncritical ”terminal-
                             pushing” are definitively over

                         •   Focus:
                              • Keeping and attracting the right customers
                              • Providing services that increases usage!




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Looking ahead..

    “Analysing the Future”

    • Aggregated competence
    • Applied experience


  Dynamic Modeling

  – Aggregated competence
  – Applied experience
  + Intelligent, computer-assisted modeling
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Key input from our analysis resource;


•   Providing continous control of the “baseline”

•   Providing the understanding

•   Providing the guidance




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                                Warning
                                                                              Model ATF/EWS
Input/
                                                EU                  Warning
events
                        Regulators
                                                PT
                                                                  K undetilpassede
                                            Konk.tilsynet             løsninger          Warning
          External
         Influences                             Pris                P risposisjon
                        Players
Input/                                     Kampanjer                Dekning              Antall
events                                                                                 abonnenter
                                           Produkter/
                                            innhold                 Service/                              RESULTS:
                                                                    Kunde-
                                            Sosiale              Oppfølging og        Trafikkutvikling
                        Trends                                                                           Market Share
                                                                  distribusjon              tale
                                          Økonomiske
                                                                                      Trafikkutvikling    Revenues
                                                                 Terminalpriser             Data


                                          Bedrift/privat          Innovasjon
                                                                                       Prisutvikling
                      Campaigns                                    (ungdom)
Input/                                     Løsninger
events                                                              Makro-
                                                                   økonomi
           Internal      Prices                                  Nye produkter
         Influences

Input/
events                Organisation




                                                            23
Dynamic Modeling




    New
  Subscribers   Subscriber   Churn
                  Base




                     24
Dynamic Modeling;
our experiences…….

• Can be of great value
   • Especially when limited to certain systems/processes

• Need to:
   • Have realistic ambitions
   • Know what we are looking for
   • Know when to say ”stop”




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The initial question:



”Challenges of market research and analysis in rapidly changing markets”


•   - the challenge may actually be that the ”market” is not changing rapidly
    enough…….

•   The market is not in itself the problem – our ability to adapt accordingly might
    be…




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Our expectations with the partnership:

 •   Get involved with projects which emphasises on the following:
      • Synergies within the ”new” valuechain.
      • Paimentsolutions on both the intenett and on the mobile that satisfies both the
          contentprovider and distributer
      •   Distribution- how can this affect the mediaindustry, how can this help the industry to
          become more effecient and more costeffective towards their customers.
            •   Help them identify the different platforms available for contentdistribution
            •   outsoursing
      • Contentaggregator, whats in that role, and how can we as a telco help the industry
      • Identify customers, competitors and partners
      • Identify future revenuestreams




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