Category Archives: Go-to-market

Equipment sales and bundling: Best practices

Analysis & Go-to-market, 2020

Which are the equipment sales models in mobile and how have they developed over time? Can best practices be spotted when comparing equipment sales and profitability for a large number of mature market operators globally?

Using facts: What outputs are different equipment sales models such as subsidy, instalment, leasing, rental and BYOD generating – and how is an early upgrade promise affecting?

In this project we identified and documented a few operator best practices across different models in different markets.

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European FMC propositions and outcome

Analysis & Go-to-market, 2020

How have operators introduced fixed-mobile convergent plans in Europe’s most advanced markets France, Spain, Portugal, Belgium, Switzerland, the Netherlands – and in emerging FMC markets like the UK and Sweden? How – and how quickly – did competition react?

Using facts: What is the take-up of these FMC plans? How have the FMC introductions affected mobile and fixed market share, customer churn, acquisition & retention cost, demand for fibre and TV – and revenue and margin?

How do you avoid making FMC a discount-centric thing? How have the best FMC propositions been put together and how have they been marketed? Is there a way to leverage content and exclusivity?

Is 5G changing FMC?

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How South Korea’s operators drive demand for 5G

Reference: Analysis and Go-to-market, 2019

Nowhere else in the world will you find as many 5G users as in South Korea. Nowhere else will you find as many 5G base stations up and running. If there ever was a race to 5G, the Korean government and industry won it.

Seeing is believing: After having dug up, read and compiled all reporting and data on Korea’s mobile business there was no other way forward than to seeing it for ourselves and interview people involved in creating Korea’s ‘5G wonder’.

We spent eight busy days (11-18 July) in Seoul to finish a comprehensive 106-page analysis – full of graphs and photos – with recommendations for European operators.

Continue reading How South Korea’s operators drive demand for 5G

Interviewing 23 executives and experts for Ericsson ConsumerLab research on 5G consumer potential

Reference: Go-to-market, 2018-2019

Conducting and transcribing 22 interviews with 23 senior executives from telecom operators, handset and chip manufacturers, start-ups, academia and think tanks on the potential of 5G for consumers.

These interviews were, alongside focus groups, used as input to design Ericsson ConsumerLab’s consumer research ultimately covering 22 countries and over 35000 smartphone owners globally.

The interviews form an integral part of the 5G consumer potential report as issued by Ericsson ConsumerLab in May 2019. All interviewees are named in the report. Thank you for your kindness!

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How to continue to improve mobile service revenue and customer loyalty

Reference: Analysis and Go-to-market, 2018

Quantitative and qualitative exploration and analysis project starting with a Nonstop Retention® benchmark for a specific country market.

Analysing a wide area of propositions and tactics from several different markets:

  • Multi-user and multi-device plans
  • Fixed-mobile convergent plans
  • Premium value plans and options
  • Flexible plans and sub-brands
  • Early upgrade plans for handsets
  • Loyalty programmes

Identifying best practice with regards to impact on revenue, take-up and customer loyalty. Applying it to the local market competitive context, resulting in a recommendation presented during interactive workshops.

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Five of your questions that Tefficient can answer – now

2019 will be a year with significant uncertainty for many operators. Will we get that frequency license? Will the merger in our market be approved? Will we be able to launch 5G? Will competing fixed wireless propositions steal our broadband customers and erode prices? Will our competitors begin producing original content?

Good then that there are questions that can be answered here and now. These are the ones we know many of you are busy with:

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The secret behind Elisa’s financials

The Finnish-Estonian operator Elisa just published its 4Q 2017 results. And it was a new record in revenue and profitability.

How is that even possible? Readers of our public analysis of mobile data usage know that Finland is the mobile data usage powerhouse of the world – and that Elisa is no exception.

But Elisa doesn’t charge per gigabyte – so where is the revenue growth coming from? How can the company make more profit when it needs to handle all that traffic? This blog reveals their secret. Continue reading The secret behind Elisa’s financials

Analysis and recommendations on mobile proposition refresh

Reference: Analysis and Go-to-market, 2017

Building and interactively presenting a comprehensive before/after analysis of international mobile propositions and their effects on customer intake, customer loyalty, revenue growth and data usage.

Emphasis on how to maximise the effect of e.g. unlimited data, zero-rated services, group & family plans and time-based offers in post- and prepaid propositions. Mapping the propositions to customers segments with a reward-for-wanted-behaviour logic balancing between general availability and segment exclusivity. Continue reading Analysis and recommendations on mobile proposition refresh

Analysis and interviews on CAPEX efficiency and predictive analytics

Analysis and Go-to-market, 2017

Writing a comprehensive analysis on CAPEX efficiency and the use of predictive analytics in mobile network design in cooperation with Omnitele.

The analysis can be downloaded from this page:

Increasing the precision of network CAPEX

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