Final Telecoms Pricing Programme and Speaker line-up.

1. 11th – 14th April, Mayfair Conference Centre, London
Sponsor:
Media Partner:
www.telecoms-pricing.com

2. Monday 11th April 2011
Registration and coffee will begin at 09.30.
**The workshop will take place between 10.00 & 16.00 with appropriate breaks for lunch and
refreshments.
Establishing how to leverage segmentation to develop a successful marketing strategy and
tactics
In this workshop you will learn why and how to use a segmentation model as a powerful tool to help
identify, understand and communicate with your customers. Hear how to use your segmentation
strategy to identify customers with similar lifestyles, lifestages and attitudes towards technology and the
digital world, and to develop strategies that radically increase the effectiveness and efficiency of your
marketing and pricing activities.
Agenda
• Understanding what segmentation is and what the different models are
• Analysing the typical use cases for segmentation and how it can be exploited by your
marketing team
• Learning from proven operator case studies how to use segmentation to increase the efficiency
of your marketing activities
• Understanding how segmentation and viral marketing can be leveraged as a powerful tool at a
time when customers are flooded with information and publicity
• Examining how your segmentation strategy can give your company a competitive advantage
Led by: Lyne Landry, Head of Mobile Marketing, Orange Tunisia
Tuesday 12th April 2011
08.30 Registration and coffee
08.55 Welcome address
Joanna Sturgess, Conference Producer, Telecoms IQ
09.00 Opening remarks from the chair
Followed by speed networking
09.20 Evaluating the pricing models being used by fixed, mobile and cable operators across
Europe, Africa and the Middle East
- Understanding the key differences between, and the consequences of using, flat rate and usage-based
pricing for both the operator and the customer
- Determining how to optimise the effectiveness of your tariffs:
• Simplicity
• Relevance
• Perception
• Targeting
- Establishing how to develop personalised tariffs for different customers:
• Residential
• Small / Medium / Large business
• Family / Single
• Young / Old
- Identifying the key elements that need to be considered when developing tariffs for:
• Fixed voice
• Mobile voice
• Mobile data
• Fixed broadband
• Mobile broadband
- Scrutinising multiplay tariffs – can they be used to avoid customer churn?
• Analysing the typical multiplay structures
• Determining which multiplay combinations are the most efficient
• Understanding what your customers want
Halvor Sannæs, Director, Teligen Tariff Services, Strategy Analytics

3. 09.50 Establishing how to effectively implement tiered data pricing models
For details of this presentation, please visit www.telecoms-pricing.com
Byron Schulte-Werflinghoff, Manager of Enterprise Pricing, Vodafone Netherlands
10.20 Determining how to leverage your pricing strategy to make money from data services
- Evaluating the pros and cons of the different pricing plans being used to charge for data services
across fixed broadband, mobile broadband and other 3G services:
• Per day or minute
• Per megabyte
• By bandwidth
- Examining the pricing models that have been put in place to support:
• Light users
• Medium users
• Heavy users
- Identifying preferred pricing models for different services and devices based on capacity and usage
- Determining whether traffic prioritisation can be monetised
- Examining two-sided business models where content providers and third parties pay to use your
network
- Evaluating the effectiveness of developing large bundles with charges for use outside the bundle
- Establishing how to ensure the long-term sustainability of your chosen pricing models
- Effectively managing network capacity whilst driving revenue generation
James Allen, Partner, Analysys Mason
10.50 Morning refreshments
11.20 Determining how to leverage your pricing strategy to make money from data services –
O2’s Perspective
- Understanding what your customers want and what value operators can provide to them
- Determining how to use your pricing strategies to optimise the data experience
- Identifying the technical improvements that are required to develop the best pricing strategies
- Understanding how to leverage your pricing strategy to achieve different results and customer
behaviours
Katie Hollier, Mobile Broadband Marketing Manager, Telefónica O2 UK
11.50 Establishing how T-Mobile have created an effective pricing strategy to support mobile
broadband
- Examining how T-Mobile targeted different customers with different mobile broadband products in
order to meet their needs:
• Occasional users
• Regular users
• Heavy users that are always on-line
- Identifying the key challenges faced during this campaign and how T-Mobile overcame them
- Evaluating the success of T-Mobile’s approach in terms of:
• Customer satisfaction
• Profitability
Marek Zilka, Senior Head of Pricing Strategy, T-Mobile Czech Republic
12.20 Debate: ‘Tiered pricing models are enough to make data profitable’
In this session the motion that tiered pricing models are enough to make data profitable will be up for
debate. Two speakers will present their case for or against the motion and the delegates will then vote
to see whether the motion should be passed.
FOR: James Allen, Partner, Analysys Mason
AGAINST: Katie Hollier, Mobile Broadband Marketing Manager, Telefónica O2 UK
12.50 Lunch

4. 13.50 Understanding how KPN developed a data pricing model for handsets and laptops
- Determining how KPN have developed a pricing model that moves away from flat fees and ensures fair
usage
- Establishing how KPN are keeping their customers informed of their usage
- Understanding how KPN have leveraged their pricing model to increase ARPU
- Learning from KPN’s experiences of developing an integrated model for voice and data pricing
Maarten van Deurzen, Manager, Mobile Pricing, KPN
14.20 Understanding how Makedonski Telekom are maintaining a price premium in a dynamic
and competitive environment
- Examining how Makedonski Telekom are increasing the value of their products as an alternative to
lowering prices in order to drive uptake and maintain their profits
- Identifying which product features are perceived to be of the highest benefit and value by their
customers
- Understanding how Makedonski Telekom are enhancing their business processes and customer
service support in order to support the improved product performance and optimise the customer
experience
- Determining how to implement strategies for the other “Marketing Ps” to:
• Strengthen the mutually beneficial relationship between your company and your customer
• Ensure that customers value the quality of your product over the price
Aleksandra Gavrilovska, Head of Pricing & Analysis Office, Makedonski Telekom
14.50 Learning from Makedonski Telekom how to introduce and manage price increases whilst
minimising churn
- Identifying the key drivers for introducing a price increase
- Understanding how Makedonski Telekom introduced bundled pricing as a means to:
• Develop strong relationships with their customers
• Help reduce churn
• Minimise price erosion
• Increase service usage and ARPU in the long term
- Examining how Makedonski Telekom introduced loyalty offers and used up-selling to minimise churn
- Determining how to implement a balanced strategy that increases revenues without increasing
customer churn:
• Continually monitoring customer usage of service bundles to ensure you deliver a combination
of services that optimise the value for your customers and the revenue for your company
• Introducing different pricing strategies (tariff plans and packages) that meet customer needs
and target potential Churners
Aleksandra Milosevska, Senior Pricing Specialist, Makedonski Telekom
15.20 Afternoon Refreshments
15.40 Using “smart costing” to develop a profitable pricing strategy
- Understanding the role that costs play in pricing: balancing marketing with cost control
- Evaluating the role that customers play in setting prices:
• How important are discounts and offers?
- Identifying and overcoming the key costing challenges in a converged operator: direct versus indirect
costs
- Incremental versus fully allocated costs: evaluating the consequences for pricing of using a bottom-up
marginal view
- Understanding fully-allocated, backward looking Activity Based Costing (ABC) models
- Scrutinising incremental, forward looking costing calculations:
• Examining the marginal view
• Handling and re-evaluating assets
- Carrying out SWOT analysis to identify incremental costing benefits
- Establishing the link to the customer value model
- Determining how to analyse your costing information in the most effective way, taking into account:
• The product lifecycle as well customer values
• The incremental or total cost view and its relationship to market prices
Gábor Földes, Senior Group Controlling Manager, Magyar Telekom

5. 16.10 Roundtable Discussion Session – Part I
Take advantage of this facilitated discussion session to share best practice and benchmark your
strategies in Telecoms Pricing. Delegates will have the opportunity to participate in two out of three
discussion sessions. At the end of each session, the facilitator for each group will summarise the key
findings before opening up the discussion to the floor.
Topic 1: Understanding the strategic role of pricing in today’s market
Topic 2: Determining how to carry out and leverage customer segmentation to develop targeted and
profitable plans
Topic 3: Determining how to ensure price transparency to optimise customer ARPU and loyalty
17.10 Closing remarks from the chair
17.20 End of conference day one
Wednesday 13th April 2011
08.30 Registration and coffee
09.00 Opening remarks from the chair
09.10 Examining how O2 Ireland are bundling fixed and mobile services to keep ahead of the
competition
- Understanding how O2 Ireland are getting to know their customers in order to develop the right bundle
for the right customer
- Analysing the cost structure of the individual services within a bundle in order to establish the best
pricing model
- Determining how to add value to your bundles over and above pricing
- Understanding how to evolve established bundles to grow your revenues
Robert McGrath, Senior Pricing Analyst, Telefónica O2 Ireland
09.40 Determining how to effectively price service bundles in order to provide real value to your
customers whilst remaining competitive in the market
- Establishing how TeliaSonera are reselling “plain old voice” in the B2B market by regularly introducing
new pricing and bundling models
- Understanding how TeliaSonera are bundling smart phones, voice and data services to reduce churn
and attract high ARPU users in the SoHo segment
- Learning from TeliaSonera’s experiences of bundling fixed and mobile broadband in the B2C and B2B
markets
- Analysing the customer demand for bundling mobile broadband:
• Determining whether to include bandwidth or megabytes within the bundle
Juho Härme, Director of Pricing, TeliaSonera
10.10 Establishing how B2B operators can increase their margins in today’s economic climate
- Examining how today’s economic climate is affecting the market and attitudes to pricing
- Establishing how to ensure that only profitable business is sold in a competitive and sometimes
irrational market
- Determining how to price your services effectively at a time when customers are particularly price
sensitive and are using third parties to benchmark your products
- Evaluating to what extent an operator should “forward price” onto a future cost base
- Establishing how to challenge customer price assumptions and enable the development of price
premiums
Helen Cammack, Director of Pricing, Cable & Wireless Worldwide
10.40 Morning refreshments

6. 11.10 Examining the key elements for developing a successful pricing strategy in an economic
downturn
- Understanding what your customers value and need
- Determining how to define and differentiate your customer segments based on value
- Evaluating your competitive advantage and determining how to leverage this to develop
an effective pricing strategy
- Establishing how to develop price bundles to avoid price transparency
Riccardo Bozzini, Strategic Pricing Manager, Telefónica O2 UK
11.40 Learning from Colt’s experiences of using their pricing models to increase their margins
- Understanding how Colt have developed a thorough understanding of their market and competitors
and used this information to help protect their margins when customer spend is continually under review
- Examining how Colt are using customer and product segmentation to maximise their revenue and
margins
- Establishing how Colt have maximised the effectiveness of their pricing tools and processes in a
fiercely competitive market place
- Determining what KPIs and parameters you should use to forecast and maintain your margins:
• Relying on more than just established sales behaviour
John Burdass, Head of Enterprise Pricing, Colt
12.10 Establishing how Turkcell have developed and leveraged their pricing strategy to retain
their customers and increase their revenues
- Analysing the market in Turkey
- Identifying the products and pricing plans that Turkcell are offering to their customers
- Determining how Turkcell are using their pricing plans to retain their customers
- Evaluating the success of recent product launches and price plans
Nagihan Yanik, Senior Marketing Specialist, Turkcell
12.40 Lunch
13.30 Roundtable Discussion Session – Part II
Take advantage of this facilitated discussion session to share best practice and benchmark your
strategies in Telecoms Pricing. Delegates will have the opportunity to participate in two out of three
discussion sessions. At the end of each session, the facilitator for each group will summarise the key
findings before opening up the discussion to the floor.
Topic 1: Leveraging customer data to effectively price and market new promotions to maximise
customer uptake and usage
Topic 2: Determining how to leverage pricing as a tool to increase customer loyalty
Topic 3: Establishing how to price fixed and mobile Value Added Services to drive new revenues
14.20 Identifying and overcoming the pricing challenges associated with regulation
- Examining the role of the regulator in pricing and their motivation
- Understanding the regulatory measures that influence pricing:
• Which ones are important?
- Determining how to minimise the negative impact of regulatory decisions on your pricing models
- Establishing how to price competitively within a strong regulatory framework:
• How can incumbents comply?
• How can new entrants gain an advantage?
- Examining price regulation in Ireland:
• The history
• EU rules, LRIC and retail minus
• Margin squeeze
• The future – where is it going?
- Learning from Eircom’s experiences of developing a consumer bundle of fixed and mobile services that
ultimately failed to comply with regulation:
- Understanding what measures were taken to ensure that it did comply
- Discussing future regulatory challenges: determining how rapidly declining mobile termination rates will
impact pricing plans and customer satisfaction
Paul Walsh, Head of Pricing, Eircom Group

7. 14.50 Afternoon refreshments
15.10 Leveraging customer data to effectively price and market new promotions to maximise
customer uptake and usage – examining the launch of PTC’s new hybrid tariff
- Analysing the Polish mobile market
- Understanding the rationale and drivers behind PTC’s new hybrid tariff
- Examining the pricing characteristics of the new tariff and the marketing strategies used to promote it
- Evaluating the success of the hybrid tariff and analysing the lessons learnt
Maciej Adamski, Senior Pricing Strategy Specialist, PTC Sp. z o.o
15.40 Learning from Astelit’s experiences of developing effective pricing strategies as a budget
operator
- Understanding how Astelit has developed a winning strategy for competing with the market leader
- Establishing how Astelit have developed affordable pricing models that provide real value to their
customers
- Determining how Astelit are effectively communicating with their customers and establishing
themselves as thought leaders in the market
Sergey Gulyaev, Pricing & Analysis Division Manager, Astelit
16.10 Closing remarks from the chair
16.20 End of conference
Thursday 14th April
Registration and coffee will begin at 09.30.
The workshop will take place between 10.00 & 16.00 with appropriate breaks for lunch and
refreshments.
Understanding how to effectively price and promote bundled services to maximise customer
uptake and revenues
This in-depth workshop will equip you with the tools and know-how to make critical decisions on how to
price bundles. Learn how to address the pricing challenges associated with bundling for fixed products,
mobile products, or both, to ensure customer satisfaction and profitability. Benefit from the leader’s
extensive experiences of working with global operators and take this opportunity to benchmark your
strategies against those of your peers.
Key topics to be addressed include:
- Analysing the new trends across fixed, mobile and quad play bundles
- Comparing the various price plans for fixed, mobile and quad play bundles
- Determining how to effectively promote each bundle to maximise customer uptake
- Learn how to evaluate and optimise the success of fixed, mobile and quad play bundles
Led by: Margrit Sessions, Managing Director, Tariff Consultancy
Secure your place now:
Email: telecoms@iqpc.co.uk Call: +44 (0) 20 7368 9300
Register online: www.telecoms-pricing.com
Quote PDFW when registering