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Monaco telecom
1. Monaco Telecom Case
Customers, Value and Profitability
Gabrielle Pinchaud
Marion DUCLAUX - Adrien DAMEZ - Jules CLEMENT - Laurent CHADIAN - Vincent DI LEONE
2. Strategy for national
techies
Customers, Value and Profitability
Gabrielle Pinchaud
Marion DUCLAUX - Adrien DAMEZ - Jules CLEMENT - Laurent CHADIAN - Vincent DI LEONE
3. Executive summary
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4. Page 1 1 - External context
Pestel :
Political • Main politic decision : The 4th mobile operator
promotion – Allowing new entrants on the market
Economical
• Stricted rule in term of hygien and security / toxic
material, energy and recycling
Social
• Strict governmental control on free competition
Technological
• Mobile operator privatization
Environmental
• Politic stability- Security
Legal
Sources : Telecom.sia-conseil.com, scribd.com, journaldunet.com and arcep.fr
5. Page 2 1 - External context
Pestel : Monaco :
•Dynamic and diversified economy
•Moderated fiscality
Political •PIB 2009 : 4 002 694 k€
•Population : 35 881
Economical •Low purchasing power of our target (18-30y.)
•MT has the monopoly of Internet, fixed phones and
Social TV
•Highest income per capita of the world
Technological
Market :
Environmental •Stable market – Saturation of medium class
purchasing power
Legal •Penetration rate 99,1% in 2010
•4,7 billions of net revenues in 2009 (France)
•+130% of smartphones sales
Sources : Telecom.sia-conseil.com, scribd.com, journaldunet.com and arcep.fr
6. Page 3 1 - External context
Pestel : •Mobile phone are considered as a professional
and distraction tool (Addiction).
Political •The mobile phone will overtake the PC for internet
conection + Fix/mobile convergence – Fix calls
decrease, Mobile calls increase
Economical
•Smartphones has created a Trendy phenomenon -
Social social identification
Technological •Increase of interpersonal relations
Environmental •Loyaltyless – The young people like to change
their phones
Legal
•Mobile phone depersonalization - Increase of lost
phones and exchange between people thanks to the
phone unlocking
Sources : Telecom.sia-conseil.com, scribd.com, journaldunet.com and arcep.fr
7. Page 4 1 - External context
Pestel :
•3G technology – 4G is coming
•Internet website are adapted to the mobile phone
Political •New CFM services based on Wi-Fi, Wi-MAX, UMA
technology in order to reduce the calls costs and
Economical long term maintenance costs – Reduce the clients
erosion
Social
•P e r f o r m a n c e i m p r o v e m e n t i n t e r m o f
miniaturization, power and speed
Technological
•New technology :LTE and Wimax which correspond
Environmental to the high debit mobile
Legal •VoIP : Subscription increase
•Smartphones development – increase of
applications download - Chat (What’sapp...)
Sources : Telecom.sia-conseil.com, scribd.com, journaldunet.com and arcep.fr
8. Page 5 1 - External context
Pestel :
•Medecine studies has shown that the mobile
phone vibes are bad for the health
Political •Environment is infested by Radiofrequencies
because of mobile phones – Controlled by the
Economical National Frequency agency
Social •Medecine studies recommend to send text more
than calling
Technological
•Environmental norm – Energy consumption,
product recycling, waste due to the fabrication
Environmental
•Creation of an operational commitee responsible
Legal for conducting experiments on possible exposure
(2009)
Sources : Telecom.sia-conseil.com, scribd.com, journaldunet.com and arcep.fr
9. Page 6 1 - External context
Pestel :
•The « Châtel » law :
- does not prevent the calls surtax to the hotline and the
mobile operator pressure favour the long term engagment
Political
- impose the free calls to the « green numbers »
Economical - 24 month engagment are more flexible : The consumer can
stop his subscription before, paying only 25% of the
remaining sum
Social
•July, 30th 2007 : Roaming regulation by the
Technological European Commission impose the Euro tarif to all
the operators – 0,49€ maximum for all the foreign
Environmental giving calls and 0,24€ for the foreign coming calls
Legal •Sentences for anti-competitive agreements
between mobile operators
Sources : Telecom.sia-conseil.com, scribd.com, journaldunet.com and arcep.fr
10. Page 7 1 - External context
Quantitative research : Market share - all segments
+6%
42% 48%
23%
20% -3%
18% 16% -2%
16% 15% -1%
2009 2011
MT is the mobile operator leader – The only operator
which has increased their market share in 2 years (+6%)
11. Page 8 1 - External context
Quantitative research : Penetration rate
57%
+7%
50%
38% +21%
17%
26% +1%
25%
18% 20% +2%
2009 2011
Monaco Telecom has the strongest penetration rate – With
60% of penetration MT still have some potential new clients
12. Page 9 1 - External context
Quantitative research : Market share per segment
Under 30 30 - 44 45 - 59 Over 60
12% 14%
21% 21%
10%
13%
23% 26%
31% 23%
23%
41%
50%
+5% 47%
30%
16%
With 41% of MS, SFR is the leader on the under 30y where MT
is the follower – opportunity to win some shares from SFR
13. Page 10 1 - External context
Qualitative research :
The focus group
An interactive Lasted for 1 to 2
group hours
discussion led
by a moderator. between members
who fit the profile Respondents are asked
of the target about their
Open and unstructured perceptions,
(National techies <
discussion where the opinions, beliefs and
30 y.o).
moderator encourages attitudes towards a
the free flow of ideas. mobile subscription.
14. Page 11 1 - External context
Qualitative research : detailed methodology
Step 1: Preparation Step 2 : Developing step 3 : Collecting step 4 : After the
of the session leading questions the information. cession
• Define the • Usage : When, • Review of goal of • Report generated
Objective : where and how do the meeting from the answers
Understand and you use you (note taker).
analize the needs smartphone ? • Review of
and usage of the (Global) ground rules
target
• What are the • Questions and
• Define the strengths and answers (reflect
target : National weaknesses of back)
techies -30 y.o your offers /
telco ? (Focus) • Recap
• What are your
needs that are not
covered by your
mobile operator ?
15. Page 12 1 - External context
Qualitative research :
« I often use all the «data»
included in my subscribtion
and don’t use all the time
Jules CLEM
ENT
allowed to phonecalls
»
« The main 3 operators offer
- 24 y.o
er
- iPhone own
- Subscriptio
n:
almost the same
s,
Unlimited sm net +
mms, and in
ter subscriptions... Whatever the
»
2h call : 39€
operator, it’s still expensive !
16. Page 13 1 - External context
Qualitative research :
« I use my smartphone from
7am to 12pm, I use it as my
alarm clock, as my ipod... I
send messages, check facebook
Marion DUCLAUX
and my mails all day long ! »
- 23 y.o
- Blackberry owner
- Subscription :
« I am about to go to Raleigh : I
Unlimited sms,
have to choose between keep on
mms, and internet +
4h call : 49€
paying for my sibscription or
loosing my phone number. »
17. Page 14 1 - External context
Qualitative research :
« I am more and more disappointed
by Orange services : It’s expensive
and the hotline is terrible ! As soon
as my subscribtion ends, I will
Laurent CHADIAN
change my operator ! »
- 23 y.o
- Blackberry owner
- Subscription :
Unlimited sms,
mms, and internet +
2h call : 39€
18. Page 15 1 - External context
Qualitative research :
« I think SFR forgot me in their
loyalty program... It’s impossible
to get attractive prices on new
Adrien DAMEZ
phones ! »
- 23 y.o
- iPhone owner
- Subscription :
« I have a 2 years commitment. The
worst choice I ever did... It’s way
too long ! »
Unlimited sms,
mms, and internet +
4h call : 49€
19. Page 16 1 - External context
Qualitative research :
« My subscription is awesome : 5h
phonecalls, unlimited sms/mms and
internet for only €14.99 at Virgin
mobile. I have to keep this offer, even
Vincent DI LEONE
if I change my phone ! »
- 23 y.o
- iPhone owner
« My first and only call to Virgin
- Subscription :
Mobile’s hotline was terrible ! I waited
Unlimited sms, 1h15 and the operator at the call
»
mms, and internet +
5h call : 14,99€ center was not that competent !
21. Page 18 3 - SWOT
Strenghts Weaknesses
•Future launch of 4g technology (target 18-30 •No packages dedicated to under 30 y.o
y.o). •Poor “one to many” communication
•Monopoly on landlines, Internet and internet •Poor presence on France
•Market leader in the Mobile industry
•Strong CRM system
•4Play offers
•Good market insight
Opportunities Threats
•CRM Strategy (online support) •Market entrance of Free mobile
•Unlimited Data •Pricing competition (change every
•Enable VoIP quarter)
•Unlimited numbers for call and text •Mature market
•Unlimited number of contacts •Offers already available
•Smartphone compatibility (Blackberry) •Brand awareness
•Hot-Spot WiFi access •Offers without commitment
•Enable smartphone as modem
22. Page 19 4 - Strategy and rationale
How the market will react ?
Strategy #1 Focus on price competition
• Try to get as close as possible to FREE’s range of prices
• Remain coherent within the global Monaco Telecom’s offers
Strategy #2 Focus on services and differenciation
• Data consumption
• International mobility
• Focus on CRM
23. Page 20 4 - Strategy and rationale
Strategy #1 Focus on price competition
0% Scenario 1 : Pricing Strategy
1%
10%
16% 2%
21%
23%
Free Mobile
18% MVNO
20% Monaco Telecom
16% Orange
Bouygues Telecom
41% SFR
33%
2011 2012
According to market analysts Free Mobile will gain 10% of market share following the
launch of its offers and MVNO will also gain few market shares.*
Following the launch of our mobile offer based on a pricing strategy we hope to gain 5% of
market share on national techies under 30 years old.
*Source : Challenge Magazine 10/2011
24. Page 21 4 - Strategy and rationale
Strategy #2 Focus on services and differenciation
Scenario 2 : Pricing and Data Strategy
1% 0%
10%
16% 2%
26%
23%
Free Mobile
MVNO
17%
20% Monaco Telecom
Orange
16%
Bouygues Telecom
SFR
41%
29%
2011 2012
Following the launch of our mobile offer based on a pricing, data and international
strategy, we hope to gain 10% of market share on national techies under 30 years old.
Therefore there will be a loss of market share for traditional mobile operators (SFR,
Bouygues Telecom & Orange).
25. Page 22 4 - Strategy and rationale
After this analysis, how Monaco Telecom is going to differentiate
into this market?
Focus on the content instead of an aggressive pricing policy.
Each new entrant is going to offer an all unlimited offer (calls, sms, data).
Our strategy : Highlight the 4 mains
differentiation characteristics
26. Page 23 4 - Strategy and rationale
#1 An International strategy
• With more and more internships, gap year, exchange programs, VIE etc.. the
experience abroad is an essential step in the techies life and because of their
smartphone addiction, the mobility need really worth to be taken in account by
mobile operators.
• 2 options :
- The possibility to momentarily suspend your mobile subscription and to get
back the same number, the same mobile subscription when you come back.
(Maximum 12 months).
- Negociation and implementation of partnerships with foreign mobile
operators in the main destinations (Europe, USA, Australia, China, India).
e.g. Discount on mobile subscription.
27. Page 24 4 - Strategy and rationale
#2 Data unlimited (Fair-use) :
Others mobile operators are promoting an “unlimited data” actually limited to
2Gb. In a way to differentiate our offer on a content basis, Monaco Telecom has
to plan a superior data offer (5Gb?).
#3 No commitment Psychological paradoxism :
Being aware that they can leave the mobile operator whenever they want, the
techies will be loyal to Monaco Telecom thanks to this liberty feeling.
#4 No commitment Psychological paradoxism :
Capitalize on the techies knowlege, give value to the fact that the new
technologies mastery is a real asset.
The implementation of a 100% online support make the techies to stay in their
own world.
They have to feel that the offer is a personalized one, created just to answer
their particular needs.
29. Page 26 5 - Marketing Mix
Voice
Unlimited phonecall
(+ VoIP)
Mobility Sms/Mms
2 options * Unlimited texting
Our Product :
Commitment
by Data
No commitment, no
Unlimited (No 1gb
mobile handset
limitation)
Support International
100% online
3h international option
support
(5€/month)
30. Page 27 5 - Marketing Mix
Additional benefits face to the Techies needs :
Liberty :
• Data Unlimited : No worrying about credit time.
• No comitment
International mobility : A sole solution adapted to your way of life.
• Suspention of your mobile subscription : Stop paying for something
totally unadapted abroad !
• Partnership : An adjusted mobile subscription wich will allow to
communicate within your exchange country and to keep in touch with
your family and friends.
Autonomy : 100% online means self-management, no intermediary Time
saving
• Personalization with options : International calls, Deezer Premium…
31. Page 28 5 - Marketing Mix
Pricing policy : 59,90€
Psychological barrier
The techies are ready to spend 50€ for an current all unlimited mobile
subscription 59,90€ with the international dimension and no commitment
seems to be an appropriate price. ( NB: price must not pass over 60€)
Coherence
Coherence with the Monaco Telecom premium pricing strategy : The
mobile subscriptions price is globally more expensive than in France.
NB : The price is not the most important factor in the techies choice decision for a
mobile subscription. They are looking for the best deal, not necessarily the cheapest
one.
32. Page 29 5 - Marketing Mix
Distribution :
100% Online
100% online support : Direct access to all information (Time efficiency for
techies)
Community
To pass over the after-sale weakness : Create a community Mutual aid
between experienced members (forum, questions/answer)
33. Page 30 5 - Marketing Mix
Promotion : Nouveau !
Events
Create an event : « The Party » To 100% Online
create a community (e.g : BBM community). Voix illimitée
The target use to belong to a group with the Data illimitée
same needs, same way of life… Sms/Mms illimités
Buzz
Buzz Marketing on youtube (e.g : Tippex
International inclus
web experience) and social medias !
59,90€
Local advertisement
TELLEMENT MONAC
O
Advertising on local channels.
34. Page 31 5 - Marketing Mix
CRM :
Improve processes that affect the customer :
Implementation of a hotline dedicated to techies support (To reinforce the subscription
online and capitalise on Monaco Telecom after-sale service’s excellence)
➡ Increase customer satisfaction.
➡ Use a 100% online support to collect and analyse data.
Recognize the customer
A member login / password will be attributed to the « AllPlay community » members to
exchange (experiences, tools, apps…) on the online community.
Reward loyalty e.g : 1 mobile for free / 2year
Personalise the offer e.g : International option, Spotify
35. Page 32 5 - Marketing Mix
The main goals
➡ to Strengthen the Monaco telecom brand awareness
through offer (events, buzz..)
➡ Through a multi-channels campaign
36. Page 33 6 - Benchmark (after)
Free mobile leaks :
Subscribtion "All included" 5H Subscribtion
Commitment None None
Calls (France) Unlimited all operator 24/24 - 7/7 5H + unlimited towards Free Mobile and landlines
Unlimited towards US and Canadian mobiles + towards Unlimited towards US and Canadian mobiles + towards
Calls (International)
landlines over 100 destinations landlines over 100 destinations
SMS / MMS unlimited unlimited
Data unlimited 3G ("fair use") + unlimited FreeWifi + Modem unlimited 3G ("fair use") + unlimited FreeWifi
Price 29,90 euros 19,90 euros
No handset Terms of payment on 6, 12, 18 or 24 months)
2H Subscribtion «Mini» Subscribtion
Commitment None None
Calls (France) 2H + unlimited towards Free Mobile and landlines 2H + unlimited towards Free Mobile and landlines
Unlimited towards US and Canadian mobiles + towards Unlimited towards US and Canadian mobiles + towards
Calls (International)
landlines over 100 destinations landlines over 100 destinations
SMS / MMS unlimited unlimited
Data unlimited 3G ("fair use") + unlimited FreeWifi 1ct / Mo 3G + unlimited FreeWifi
Price 14,90 euros 9,90 euros
No handset Terms of payment on 6, 12, 18 or 24 months)
Nobody knows exactly what will be the content of the offers launch by Free. This board is a synthesis of the
main rumors and expectations from experts. Source : Journal du Geek
37. Page 34 6 - Benchmark (after)
Mapping after the launch of :
Data
12
10
8
6
4
2
0
0 10 20 30 40 50 60 70
The size of the circles corresponds to the market share of each operator
-2
Price
Other MVNO
38. Page 35 7 - Timing
November December January
Technical feasability
14 25
Definition of technical costs
Technology 25 31
Deeper Market Study
14 25
25 31
Adjustments
31 05
Marketing & Test
Final proposition creation
sales 28 20
Market watch & possible adjustments
Final Mobile Offer 02
03 28
Branding, Creation of 02
communication tools Monitoring of campaigns
Creation of a dedicated website
10 10 Multichannel com.
12
communication 06
Branding, Creation of Launch Party
communication tools 02 15
Buzz media
Creation of low-cost offers by the main Free enters the mobile market
French operators (Red, Sosh, B&You)
External
Presence of MVNO
We assume it’s impossible to launch an offer before Free (less than 2 months available)
39. Page 36 8 - Risks and alternative solutions
Risk : Probability Impact Recommendations
Differenciation strategy :
Free entrance - Keep the «premium»
on the mobile 100% Market Share
positionning of MT
market - Don’t compete on the price
Use the «premium» brand image
market prices to justify higher prices and
drop 90% Margin communicate on the high quality
of CRM
Be sure that we guarantee the
best after sale service, even if
Customer
CRM problem 50% experience it’s 100% online. Problems may
occur with other new entrants on
CRM (e.g : Sosh...)
40. Page 37 8 - Risks and alternative solutions
Alternative solutions Impacts
- Customers won’t be lost
- They feel more secure about this
100% online offer
- The customer can count on Monaco
Invest on CRM : Develop a CRM Telecom in case of any problem
campaign (Which is not necessary the case with
other «new entrants» : e.g with the
topics on SOSH’s forum where many
users complain about poor service.)
41. Page 38 8 - Risks and alternative solutions
Alternative solutions Impacts
- Sense of belonging to a specific
community : Monaco
- Unique offer : Specific name and
logotype
Work on the brand image
- Focus on the brand image of
Monaco ; A premium brand
+
42. Page 39 9 - Appendix
About the product’s name :
• The use of English make it modern and dynamic. Moreover the Techies are totally
familiar with this language, especially in the brand universe. (e.g : Facebook, Youtube,
B&You…)
NB : All the competitors are using an English name.
• Because we evolve primarily on the French Market, we decided to create a descriptive
name (VS a neologism like ‘Sosh’) with 2 strong understandable roots « All » and
« Play ».
• The binary rythm and the short lengh make it easily memorisable.
• The name highlights the specific positioning and the product differentiation of the
MT offer : All unlimited all over the world.
• ‘AllPlay ’ means ‘And suddenly the world becomes your playground’.
• Plus, the name can be available on INPI’s 38th class (telecom) with an appropriate
legal strategy (e.g : a semi-figurative name such as «AllPlay by Monaco Telecom»).
43. Page 40 9 - Appendix
Generation mobile
How smartphones shape the lives of Techies ?
44. Page 41 9 - Appendix
Generation mobile
How smartphones shape the lives of Techies ?
45. Page 42 9 - Appendix
Generation mobile
How smartphones shape the lives of Techies ?
46. Page 43 9 - Appendix
Generation mobile
How smartphones shape the lives of Techies ?
