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7/18/2019 Case Sonera
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22.10.200322.10.2003 Valtteri HietaluomaValtteri Hietaluoma
Market leader strategies:Market leader strategies:
case Soneracase Sonera
Seminar on Mobile operatorSeminar on Mobile operator
strategies and gamesstrategies and games
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BarriersBarriers
Entry barriers:Entry barriers:
– Investments, skills and other charges needed to enterInvestments, skills and other charges needed to enter
into business.into business.
Eit barriersEit barriers – !osts on abandoning the product or business!osts on abandoning the product or business
Market e"uilibriumMarket e"uilibrium
– I# #ree entry and eit eists, demand and supplyI# #ree entry and eit eists, demand and supplyshould be in balance $%market e"uilibrium& then pro#itsshould be in balance $%market e"uilibrium& then pro#its
al'ays should be nominalal'ays should be nominal
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Barriers and pro#itabilityBarriers and pro#itability
High, riskyreturns
HighHigh
Low, stableReturnsLowLow
High, stablereturns
HighHigh
LowLow
E n t r y B a
r r i e r s
E n t r y B a r r i e r s
Exit barriersExit barriers
Low, riskyreturns
(o' entry barrier(o' entry barrier lot o# competitionlot o# competition lo' returnslo' returns
(o' eit barrier(o' eit barrier stability in supply and demandstability in supply and demand stable returnsstable returns
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Market leaders tasksMarket leaders tasks
Epanding the total marketsEpanding the total markets – epansion is risky) #ailure can be #atalepansion is risky) #ailure can be #atal
*rotecting the market share*rotecting the market share
– customer satis#actioncustomer satis#action – "uality"uality – benchmarkingbenchmarking
Epanding the market shareEpanding the market share
– product innovationproduct innovation – market segment innovationmarket segment innovation – distribution innovationdistribution innovation – promotionpromotion innovationinnovation
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+emand in MB+emand in MB
di##erent demand in di##erent marketdi##erent demand in di##erent market
di##erent strategiesdi##erent strategies
– in gro'ing mobile phone penetration areas #ocusin gro'ing mobile phone penetration areas #ocus
is on capturing market shareis on capturing market share
– in mature market #ocus is on operations costin mature market #ocus is on operations cost
e##iciency, because A-* #allse##iciency, because A-* #alls
Saturation point is almost reached in EuropeSaturation point is almost reached in Europe – penetration 'ont gro' anymorepenetration 'ont gro' anymore
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Supply in MBSupply in MB
-elatively lo' entry barrier-elatively lo' entry barrier – roamingroaming no net'ork investments neededno net'ork investments needed
– lot o# competitionlot o# competition
– A-* 'ill continue #alling A-* 'ill continue #alling
-elatively lo' eit barrier -elatively lo' eit barrier – license can be resoldlicense can be resold
– little employees and in#rastucture neededlittle employees and in#rastucture needed play/o## phase0play/o## phase0
– lot o# eits may occur lot o# eits may occur
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Barriers and pro#itabilityBarriers and pro#itability
High, riskyreturns
HighHigh
Low, stableReturnsLowLow
High, stablereturns
HighHigh
LowLow
E n t r y B
a r r i e r s
E n t r y B
a r r i e r s
Exit barriersExit barriers
Mobile operator business
Low, riskyreturns
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M1SM1S
high price paid #or licenseshigh price paid #or licenses
hype is over hype is over
M1S breakthrough delaysM1S breakthrough delays payback delayspayback delays
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1rends1rends
2ro'th #rom 'here02ro'th #rom 'here0 – #rom out/market#rom out/market
– #rom services#rom services
– by di##erentiating productsby di##erentiating products
– marketing is playing key role in this processmarketing is playing key role in this process
Eits may occur various 'aysEits may occur various 'ays
– mergersmergers – a"uisitionsa"uisitions
– bankcruptciesbankcruptcies
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Telia-Sonera´s Group StrategyTelia-Sonera´s Group Strategy
!oncentrate on 3ordic and Baltic region!oncentrate on 3ordic and Baltic region
– boost marginsboost margins
–consolidate positionconsolidate position
– improve operational e##iciencyimprove operational e##iciency
!ustomer/oriented approach!ustomer/oriented approach
– product/ and service o##erings packagesproduct/ and service o##erings packages – user/#riendly servicesuser/#riendly services
– benchmark the European service industrybenchmark the European service industry
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Mobile operator4s market shares inMobile operator4s market shares in
5inland 6.7.89975inland 6.7.8997
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1eliaSonera 5inland y1eliaSonera 5inland y
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1eliaSonera 5inland oy4s gro'th1eliaSonera 5inland oy4s gro'th
areas:areas:
broadband servicesbroadband services
– 2et acces customers2et acces customers
–Start introducing value added servicesStart introducing value added services
mobile data servicesmobile data services
– introduce ne' multimedia person/to/person andintroduce ne' multimedia person/to/person and
content servicescontent services
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