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The new Telenor

Facts about Telenor


A leading provider of communication, information and entertainment services in Norway, the Nordic region and certain international markets Operational activity in 14 countries, presence in 30 countries 22,050 employees - 6,500 outside Norway Operating revenue: NOK 46 billion in 2001 Solid financial platform

Turnover split between Norway and our operations abroad

60% Norway 90%

40%

Internationally

10%
1995
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2002

Telenor ranked number 15 of top 100 IT companies in the world

Business Week Jun 24. 2002

The Telenor Group


Corporate management

Corporate staffs and services, R&D, Real Estate, Key Partner..

Core business areas

Telenor Mobile
Other business areas

Telenor Business Solutions

Telenor Broadcast

Telenor Networks

EDB BP ,Bravida, Satellite Services, Satellite Networks, Teleservice, Venture, Innovation

Ambitions

Home market
Maintain high market share within telephony, Internet, mobile communication, business communication and entertainment services, by being competitive, cost efficient and innovative

Mobile communication
Leading provider of voice and mobile Internet services in the Nordic region, Central and East Europe and South-East Asia

Broadcasting
Leading provider of TV channels in the Nordic region, emphasising introduction of interactive services

Telenor Mobiles portfolio


Telenor Mobil (NO) Ownership: Sonofon (DK) Ownership: 53.5% 100% Djuice.se (SV) Ownership: 100% Extel (RU) Ownership: 49%

Pannon (HU) Ownership: 100%

VimpelCom (RU) Ownership: 29%

Connect (AU) Ownership: 17.5%

Kyivstar (UA) Ownership: 45.4%

ProMonte (MO) Ownership: 44.1%

StavTeleSot (RU) Ownership: 49%

Oni Way (PO) Ownership: 20.0%

Cosmote (GR) Ownership: 18%

GrameenPhone (BA) Ownership: 46.4%

DiGi (MA) Ownership: 61.0%

DTAC (TH) Wireless Matrix (CA) Ownership: 30.8%

Ownership:

40.3%*

UCOM (TH) Ownership: *Telenor Mobiles direct ownership in TAC is 30%, and 24.9% in UCOM 24.9%
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Telenor Networks services



Telenor Networks develops, delivers and operates fixed network services in the consumer market, the business marked and the wholesale marked, mainly in Norway Telenor Networks is the largest broadband provider and developer in the norwegian market 60 % of Telenors network is now configured for ADSL This is approx. 1.300.000 households

Subscriber development Internet

24

42

53

64

500
372 370 359 ADSL 348 Online FriSurf

188

201

207

205

0
Q4'01 Q1'02 Q2'02 Q3'02

Demanding broadband development

Norwegian coverage
Towards 60 per cent of Telenors network developed for broadband 70% can be reached For the rest of the subscribers different technologies will have to be considered due to development costs

True competition in a de-regulated norwegian telecom market


But broadband demand is still too low, this requires a national initative
Government has said that they will contribute to increasing demand for broadband Words not followed by action

School Health Local authorities

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Products and services


VOICE/TRAFFIC
Subscriptions
ISDN PSTN (Analog)

INTERNET
Online subscription
Basis, Plus, Total

TV
Cable-TV (Avidi, SOL)
Satellite-TV (Canal Digital) Interactive services (Zonavi) SMATV (Vision)

Freesurf Discount pacages

Traffic
Norgespris, international, fixed-to-mobile, internet, etc Discount programs: Familie & Venner, Favorittland, Fastpris Internett, Dgnsurf, etc

Speed
(PSTN, ISDN, ADSL)

Distribution for more than 100 TV-channels (Satellite Broadcasting)


Terrestial distribution in Norge
iCanal.no,

Value Added Services Internet portals


Online.no, Frisurf.no, Startsiden.no

Value Added Services


Transfering calls, PersonSvar, HvemRinger, 3 p linjen, etc

CATV internet

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The Market Research department in Telenor:


Gives support in making decisions and analyzes within :

Marketing Research Competitive Intelligence Database analyzes


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The purpose of the Research Department:

give our business areas corporate advices trough recommandations and of relevant decission making material, provides for through customer,-market and competitoranalyses.
Be proactive in order to identify threats and possibilities in the market
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Strong competition in every level of the value chain


Network operators:

Service providers:

Content providers:

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Marketing Research
The bases of these analyses are external customer and marketinformation (interviewsurveys)

Brandsurveys (strenght and positioning) Priceawareness Marketshare Loyality- and satisfactionsurvey Consept- and potentialmeasurements Advertisment-/Communicationtesing Trendanalyses Segmentation Ad statistics over customers spending on TV, boards,radio and mobile etc
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Databaseanalyse
The fundament of ananalyses are and models are customerinformation from Telenors databases.

Churnanalyses lifesirclemodel loyalitymodel Customervalue Price- and discountplanning Customerprofiles and targetanalyses Segmentation Impact analyses of marketactivities
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Competitive Intelligence
Responsible for competitoranalyses and competitorprofiles, pricesupervise og scenarioanalyses

Supervises and emphasises the competitors strenght and weaknesses in the small and medium business segment Informastion canalises further on in Telenor through:

Newsdatabases Weekely newspapers (can be segmentet) Overview and comparision of competitiors products and services and pricestrategies Competitorprofiles with highlight on strategy and economic results Strategicinformation about trends that gives new revenuepotentials towards existing and potensial customersegments Ovum, Forrester, Current Analysis, Factiva, Jupiter, Strategy Analytics, Analysys, eMarketer

Informastion comes from external sources like: Financial supervision Internal sources in Telenor gives in addition important information about movements, our competitors plans and strategies that enables us to react fast
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Markedsanalyses is a tool and administrates the whole product development process


Idea Analyse Consept & Development Design
Marketpotensialmeasurement

Lauch

Previous Customers

Majority

Valueproposition

pilottesting

Lauchindex - Share ambassadors og enemies - satisfaction with product/ services

Userindex -Share -Ambassadors and enemies - satisfaction - user experience

- FOCUS-archive - trendanalyses - market potensials - scenarios - What do you need analyses

-short- og langtermsales potensial -- Consepttest - Communication - Pproduct preferanses - Needs - price

- referancegroup with lead users

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The valueadded process


Collect information Strukture And saving Analyse And valueadd Report and Communicate

External sources Internal nettwork Eksternal nettw. Gartner

News on competitors and the market Advisors General analyss based on competitor and marktinformation Project and targetgroup related to competitor and market information MIN/NewsFlash

Ovum
Argus/Observer Delphi Bendi Andre...

Players og Competitors
Products Services Price Allianses and partnership etc..

Web based

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Norway;

- still the land of the unknown..

The days of the uncritical terminalpushing are definitively over Focus:

Keeping and attracting the right customers Providing services that increases usage!

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Looking ahead..
Analysing the Future

Aggregated competence Applied experience

Dynamic Modeling
Aggregated competence Applied experience + Intelligent, computer-assisted modeling
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Key input from our analysis resource;

Providing continous control of the baseline Providing the understanding

Providing the guidance

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Warning
Input/ events
EU Regulators PT Konk.tilsynet Pris Kampanjer Produkter/ innhold Trends Sosiale konomiske Kundetilpassede lsninger Prisposisjon Dekning

Model ATF/EWS
Warning Warning
Antall abonnenter

External Influences
Players

Input/ events

Service/ KundeOppflging og distribusjon

RESULTS:
Trafikkutvikling tale Trafikkutvikling Data Prisutvikling

Market Share Revenues

Terminalpriser
Bedrift/privat Innovasjon (ungdom) Makrokonomi Nye produkter

Input/ events
Internal Influences

Campaigns Lsninger

Prices

Input/ events

Organisation

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Dynamic Modeling

New Subscribers

Subscriber Base

Churn

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Dynamic Modeling;

our experiences.

Can be of great value


Need to:

Especially when limited to certain systems/processes

Have realistic ambitions Know what we are looking for Know when to say stop

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The initial question:

Challenges of market research and analysis in rapidly changing markets


- the challenge may actually be that the market is not changing rapidly enough. The market is not in itself the problem our ability to adapt accordingly might be

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Our expectations with the partnership:

Get involved with projects which emphasises on the following:

Synergies within the new valuechain. Paimentsolutions on both the intenett and on the mobile that satisfies both the
contentprovider and distributer Distribution- how can this affect the mediaindustry, how can this help the industry to become more effecient and more costeffective towards their customers.

Contentaggregator, whats in that role, and how can we as a telco help the industry Identify customers, competitors and partners Identify future revenuestreams

Help them identify the different platforms available for contentdistribution outsoursing

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