Delivering the mobile services Enterprise's really want (2004)

What are the key attributes that enterprises look for from their mobile services? And how to close their expectation gap?

Transcript

1. Delivering the mobile services multi- nationals really want Yankee Group Conference: ‘Empowering the Enterprise 2004’: 5th – 6th May 2004 http://www.yankeegroup.com/public/events/conferences/ete2004/agenda.jsp
2. The Problem •  NO control over service offering •  NO management information •  NO common pan-European services •  NO integration with existing business processes •  NO focus on Total Cost of Ownership The European mobile needs of Multi- nationals corporations are not being met
3. Key Attributes of Service Primary Research – Key attributes of good service 1 2 3 4 5 Strength of Offering Low Medium High Market Leader Indirect Access Providers Relevance to Multi-Nationals Source: © 2002 – 2004 CTSL – Interviews with 35 Corporate Telecom Decision Makers Expectation Gap
4. Organisations & Mobile Services •  Markets are becoming more integrated across Europe, with companies evolving to meet the challenge •  Essential to this change is mobility, but level of control & associated management information varies widely •  Most telecom managers don’t know: –  How much they are spending on mobile services & where –  How many mobiles they have –  Whether existing policies are enforced, and –  What’s going on across the fleet at this moment
5. Regain Control •  1st step is to regain control over the supply chain… Individual Control COST CONTROL Line of Business SERVICE CONSISTENCY POLICY MANAGEMENT Group / Centralised SINGLE SLA TOTAL COST OF OWNERSHIP
6. Understanding the “User” Needs •  2nd step is to understand the needs of the service “users” Telecom Manager – I’m in Control •  Managed service provisioning •  Moves & Changes processes •  Back-office integration •  Dedicated account mgmt & customer care Business User – Simple to Use •  Same number / same phone •  Seamless voice / data services •  Easy access to voicemail / DQ etc. •  24 x 7 native-language support Purchasing – Business made Easy •  Single Enterprise contract •  Unified view of spend •  Tailored payment plans •  Cost management & reporting •  95% of spend = Voice communications •  c. 55% / 45% = Direct vs Indirect Costs •  100% of spend = Don’t care
7. Responsiveness to Customer Control of Services The Industry Challenge Mobile Operators + Full service control - National operations - Sales P&L ownership Service Providers + Focused sale -  Limited opportunity to differentiate services Managed Services + IT sale + Mobility -  Not adding long- term value Enhanced Service Provision Control over key services One European operation Common Sales P&L ownership
8. Joined-up Thinking is required Focus Systems: unified to ensure consistent European offering Processes: designed around needs of specific market segment People: Customer Care & Account Management operating in unison Fundamentally Different Focus: A Service & Relationship Sale not Network or Technology sale