TavessSample2- MobileOperatorGlobalExpansion

8/6/2019 TavessSample2- MobileOperatorGlobalExpansion

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Snapshot of the project:How can mobile equipment provider XYZ helpmobile operator ABC expand its global presence

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To become a global leader, mobile operator ABC needs to expand into newer geographic markets.Strategic decisions to be made:

Maintain position in markets such as Germany and Italy, where mobile operator is not only strong, butis growing rapidly

In its operations in highly penetrated markets, such as the UK and Portugal, drive growth throughARPU

Focus on volume in important markets such as Japan and Spain, where competition is stronger

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When to expand

Whenever the opportunity arises

Later, only after consolidatingacquisitions previously made

Which markets to enter Which are large and can provide scale

advantages Which have low wireless penetration

presently but have higher growthpotential

Which have higher potential forprofits

Where mobile operator ABC isconfident of attaining a leadershipposition in the medium term

How to enter Through acquisition or strategic

partnership (share in equity,network, etc.)

As a mobile virtual networkoperator (MVNO)

Set-up Greenfield networkinfrastructure, distributionchannels, back-end and brand


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Mobile Operator ABC Equipment

Provider XYZ

IMPERATIVES

Focus onpersonalised

services

Providecompetitive

handsets

Provideapplications that

enable thebundling of 2Gand 3G dataservices toenhancepersonalisation

Provideapplications for

the induction ofnew dataservices

Provide content forpersonalised

services

Providemarketing

consultancy

Focus on marketinginitiatives toimprove brand

image

Provide supportin marketinginitiatives

Improve theperformance ofWCDMA network

Providesolutions forefficient loadtransfer between2G and 3G

AFTER-SALES

SERVICING

SALES AND

MARKETINGSERVICESCONTENTAPPLICATIONS

SERVICE

LAYER

INFRA-

STRUCTURE


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Equipment Provider can providepersonalised handsets

Equipment Providers joint venture initiativewith ### has a large portfolio of customisedhandsets

### provides a wide range of handsets fordifferent technology platforms

Leveraging ###s experience in consumerdurables, XYZ can provide better handsetsfor the intended target segment in Japan

To improve its competitive position due tolack of competitive handsets specially for3G services There are 18 FOMA handsets (3G service of

***) at present, but ABC Japan offers just 14

handsets in all Japanese corporate segment requires mobile

phones without cameras due to securityrestriction Most of the phones offered by ABC have been

camera phones, resulting in low sales to thissegment

Competitors have formed alliances forhandsets DoCoMo has an alliance with Samsung for

handset development

DoCoMo has launched Wristomo, awristwatch-style Personal HandyphoneSystem (PHS) mobile phone

Mobile Operators needDescription

Potential benefits to Mobile Operator

Improve its weak competitive position andenhance value proposition of personalised services

In order to improve its competitive position in Japan, MobileOperator needs to provide competitive handsets (wide variety,personalized)Leveraging Sonys experience in consumer durables,

Equipment Provider can provide better handsets for the intendedtarget segment in Japan


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Equipment Provider can provideapplications that can enable the bundlingof 2G and 3G data services

Equipment Provider specializes in intelligentnetwork solutions

*** solution to enable real time billing of thepersonalised service used

Equipment Provider has the expertise toprovide real-time billing solution

Equipment Provider has provided ***solution to operator ***

It includes inter-operator accounting, fraudand call analysis, along with speed, flexibilityand adaptability to changing telecomenvironment

Bundle 2G and 3G data services to increaseARPU

Gain competitive edge by tapping newcustomer segments through personalisedservices

Competitors have started bundlingsolutions on different platforms and areintroducing new services

T-mobile has launched 3G data service in theUK, offering users 3G, Wi-Fi and GPRS all onthe same card and all for one price



Enhanced value proposition of ABCspersonalised services

Better targeting of niche segments

Increase in ARPU

Mobile Operator needs to enhance its personalized services bybundling 2G and 3G data servicesT-mobile has already launched 3G data service in the UK, offeringusers 3G, Wi-Fi and GPRS all on the same card and all for one

priceLeveraging its Intelligent Network and real time billing solution,Equipment Provider can provide application support


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Equipment Provider can provide a range ofapplications for launching new services

Equipment Provider can provide additionalapplication support for messaging through***

Through ***, Equipment Provider can delivermultimedia solutions

***, developed in collaboration with *** canprovide mobile music services

Equipment Provider has provided acustomized end-to-end MMS solution to***including customisation thataccelerates the implementation of keyfeatures within the MMS solution

As ABC further refines its customersegmentation in Japan, it will need newpersonalised services for its customers These services will require new applications to

implement the service

Its competitor is launching new services toenhance value proposition Partnership with Boeing's high speed internet

service Connexion, to provide its customerswith seamless internet when in flight

Joint venture with SKY Perfect Comm to fieldtest mobile video-clip streaming services andprogram related information services



Enhance the value proposition ofpersonalised services

Better targeting of niche segments

Mobile Operator needs to refine its customer segmentation andaccordingly provide enhanced personalized services

LeveragingMobeons and its in-house capability, EquipmentProvider can help Mobile Operator through its application support

for launching new services


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Equipment provider XYZ can provide consultancyto refine market segments and identify thepersonalised need of each individual segment

XYZ can leverage the market understanding of

*** to provide superior targeted solutions

XYZ can provide guidance for new servicesthrough its solution ***. This would be an areafor XYZ, where other consultancy companieswould have less creditability

XYZ has helped mobile operators refine their

customer segmentation Provided consultancy to help ***in Brazil build

commercial approach for products, pricing,promotion and distribution channels along with in-depth analysis of end-user

Provided consulting solution on new marketsegmentation for data services to ***

Mobile Operator entered the Japanese marketby acquiring ***and hence needs tounderstand the subscriber base requirements

Its competitors have already formed alliancesfor marketing new products DoCoMo has formed joint venture with Sony to

develop new services based on mobile phones

Japan Airlines (JAL) and DoCoMo, Inc. formed analliance to test applications operating on third-generation (3G) and wireless LAN networks inJapan



Better identification and targeting ofcustomer requirements

Refining of customer segmentation

Mobile Operator entered the Japanese market by acquiring J-phone and hence needs to understand the subscriber base requirements

Leveraging the expertise of Mobeon Labs, Equipment Provider can provide guidance for new services


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Equipment provider XYZ can provide salesand marketing support through ***

*** has a well established brand name anda high brand presence in Japan

Also, the mobile operator can leverage***s distribution channel to push itsofferings

Mobile Operator has a weak competitiveposition in Japan and needs to establish itsbrand image

It had just ***% market share in 2010

Its services are perceived to be inferior due toinefficient rollout of the 3G services

Competitors have formed alliances for salesand marketing

DoCoMo collaborated with SingTel in the fieldof 3G mobile multimedia services based on W-CDMA technology

Telefonica and T- Mobile have formed analliance which offers similar services tocustomers under one umbrella Freemove



Improve its brand image

Increase visibility

Increase speed to market

Mobile Operator needs to improve its brand image and alsoincrease its speed to marketEquipment Provider can provide sales and marketing supportthrough Sony Equipment Provider

Mobile Operator can leverage Sony Equipment Providers brandimage as well as its distribution channel to push its offerings


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Equipment provider XYZ can provideservice layer application solutions forimproving network efficiency It can provide *** solution

It can provide consulting solutions such as

network management and trafficoptimisation solutions to improve networkefficiency

Leveraging its consulting experience, XYZcan provide customised network solutions XYZ bagged a contract from *** for

improvements to some of its existingtelecommunications network and upgrades

from existing cdmaOne networks to CDMA1X

XYZ is providing *** with a completenetwork solution which includes design andplanning, configuration, cell planning, backoffice support, and handling all contacts withsuppliers

Mobile Operator ABC needs to change theperception of its 3G network being inferiorto competitors

While migrating from 2G to 3G, ABC wouldlike to capitalise on the existing

infrastructure by transferring load between2G and 3G and also improve networkefficiency



Improve network efficiency

Improve the inferior network image

Mobile Operator needs to change the perception of its 3G network being inferiorEquipment Provider can provide network consulting and service layer application solutions for improving network efficiency


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Questions?

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10Tavess Private &Confidential

Documents

TavessSample2- MobileOperatorGlobalExpansion