Up until 2010, Communication Service Providers (CSPs) more or less owned the telecom ecosystem.

From 2010 onward, new ecosystems have been created at a faster and faster pace. We had iTunes, Google Play,  Alibaba, Tencent, and Amazon Web Services. Each one of these companies has a market capitalization that most CSPs just dream about.

Now we have 5G ecosystems and 5G will result in a 10-fold—no a 100-fold or maybe a 1,000-fold—increase in ecosystems, solving consumer and enterprise needs and utilizing telecom networks to transport information.

The good thing here is that there is a huge demand, and the telecom industry clearly has fantastic value if it provides a solution to everyday situations for the customer. And, a solution is obviously not just a bitpipe. Since 2010, the strategy that most service providers have adopted was “more for less.” But competing with price is, as we all know, the most expensive way to compete and it is not sustainable.

How do we break the curve? How do we come back to sustained cash-flow growth?

 Too few activities has been centered around revenue growth, such as focused activities in personalization, customer experience, segmentation, targeted offerings that become part of or drive ecosystems.

Analysis

In the analysis phase, we identify the targeted segment and their values and attitudes, and how the values/attitudes are translated into behaviors. 

We define new ways for 5G to help the targeted segment in realizing their values.

We also jointly define objectives for revenue and Net Promotor Score growth for the targeted segment.

Design

The design part consists of a series of creative workshops. From these workshops, we define different offer packages and make tentative assumptions about the value for consumers. At this stage, as a preferred option, a market survey on the targeted segment is made. The outcome of this phase is a proposed marketing campaign.

Implementation

The marketing campaign is the start of a heavy analysis phase. Who is clicking on what? right target group? time spent in different activities? social media buzz? Every morning and every evening we jointly go through and make adaptations to offerings, campaigns, targeted individuals.

Hand over

At the end of the project we either start at the design phase again for the next targeted segment (if not several segments were designed at the same time).

A process of how to work in the future is also proposed involving other parts of the CSPs organization in order to get a marketing driven organization for future growth.