JOURNEY FROM LOCAL B2C TO GLOBAL B2B Jay Gupta Senior Product Marketing Manager, Telia Carrier 3rd December 2019 Product Marketing Summit, London

TELIA – SNAPSHOT

PARALLEL INVESTMENTS IN THE GLOBAL INTERNET -Creation of a B2B business unit to build and provide global network services -(Telia Carrier) Network became part of the global Internet backbone -“By 2001 there was end-to-end coverage from Silicon Valley to Russia Today the network has more than 65,000km of optical fiber in more than 35 countries

WE ARE THE WORLD’S BEST-CONNECTED INTERNET BACKBONE PROVIDER 55% + Global internet routes directly connected on our network

CELEBRATED 25 YEARS BEING ON THE INTERNET A series of industry firsts…

WE HELP GLOBAL ORGANIZATIONS SCALE OPERATIONS USING THE INTERNET BACKBONE o Wholesale services o Connect data centres o Connect global offices o Connect to cloud providers o Connect to the public internet 17+ - B2B products built using our Global Network Primary Use Cases 5/6 - Top global content sites rely on our network - Direct connections to the world’s leading cloud providers 5/5

CHALLENGES OF DRIVING GLOBAL BRAND AWARENESS Build global products Open global offices Expand assets globally Brand goes global Capabilities Investments

POLYCENTRIC MARKETING IN B2C

GEOCENTRIC MARKETING IN GLOBAL B2B Global Infrastructure products and services are mainly about: - Interoperability - Standardization - Coverage - Global Scale Brand Awareness matters when you have “local” global competition

LINK BRAND POSITIONING TO PRODUCT POSITIONING Brand Positioning is… “The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market” – Philip Kotler

PLANT SEEDS OF INTEREST Functional Interest (Product Offering) Functional Interest (Product Offering) Emotional interest (Image & Mind) Coverage Performance Commercial Terms Magnitude Quality Culture Product Positioning is… “The act of designing the product’s offering and image to occupy a distinctive place in the mind of target buyers”

WORKING EXAMPLE: THE PERCEPTION OF MAGNITUDE Global Network # of Direct Internet Routes Product Portfolio Our Engineering Staff B2B Service Coverage B2C Footprint and Products A global company Well- connected Breadth of products Experience They cover our market They understand retail markets Provide proof points that support functional interests Create the right perception to support emotional interests PRODUCT POSITIONING BRAND POSITIONING

WORKING EXAMPLE: THE PERCEPTION OF QUALITY Network Speed Network Capacity Technical Standards Certifications Technology Partners B2C Product Technology e.g. 4G, LTE, IoT, 5G Fast network Scalable Compatible Credible They use the best-of-breed Working with the latest technologies Provide proof points that support functional interests Create the right perception to support emotional interests PRODUCT POSITIONING BRAND POSITIONING

WORKING EXAMPLE: THE PERCEPTION OF CULTURE List Price Pricing model Contractual Duration Cost of change requests Configure, Price and Quote B2C Market Share Not the cheapest Consumption Based No long term lock-in Flexible Simple and straightforward pricing They have a lot of customers! Provide proof points that support functional interests Create the right perception to support emotional interests PRODUCT POSITIONING BRAND POSITIONING

THE RESULTS: FUNCTIONAL -> EMOTIONAL -> BRAND Functional Interest (Product Offering) Emotional interest (Image & Mind) Brand Awareness Coverage Performance Commercial Terms Magnitude Quality Culture  They’re big  Well-engineered products  They offer a fair deal

CONCLUSION o Understand the relationship between product positioning and brand positioning o Link functional interests to emotional interests o Find proof points to back-up functional claims o Weave in B2C success where it adds value o Drive perception on Magnitude, Quality and Culture

OF TOMORROW WE CARRY THE BIG IDEAS THANK YOU FOR YOUR ATTENTION!