RECALL No 11 – Mature Markets
... to the 11th issue of RECALL, a publication thatoffers leaders in telecommunications actionableinsights on the topics facing the industry. Much atten-tion is being paid to the unprecedented opportunitiesfound in emerging markets, but an equal amount of airtime should be given to the opportunities in maturetelecoms markets. Basic service penetration has never been higher in these markets, forcing the traditionalaccess-based approach to grow into antiquity. Whilethis is a game changer, it doesn’t mean that growthpotential is nonexistent. It simply means that a shiftfrom quantity to quality is mature-market operators’only chance at a return to the type of revenue growththey once enjoyed.In this RECALL issue, we share our analysis of theindustry’s trends as well as our observations of its lead-ers, whose “new world” strategies are aiming at new horizons in a climate of seemingly shrinking businessopportunities. We begin with a general look at what hasled to revenue growth until this point and what is funda-mental to successful competition going forward. This isfollowed by an exploration of customer satisfaction andan introduction to a tool designed to match customerperception to telco performance.Next, we take an honest look at brand excellence, sug-gesting how those at the top of the brand game canmaintain their pride of place and presenting a realisticpath for those whose strengths lie more in their proposi-tions than in their brands. In addition to a customer-centric approach to growth, we believe that an offer-driven strategy is also necessary. IPTV is a part of thisparadigm shift, and our next article examines what isinvolved in developing an offer that places new demandson all of an organization’s skills; from provisioning tocustomer care. We go on to discuss the skyrocketing growth of mobiledata and elaborate on the key success factors – for inte-grated and pure mobile players alike – of cashing in onthis phenomenon. Then we examine the role of saleschannels, particularly stores, in revenue growth by introducing our store optimization program that hasalready brought dramatic increases in productivity toseveral operators in Europe and the US. In summary,our final article sheds light on how telecoms lags behindother industries’ marketing and sales capabilities anddescribes a comprehensive assessment tool that can putthis sector back in the race.Zeinal Bava, CEO of Portugal Telecom, concludes withhis perspective on “life after acquisition” and discussesin detail how he is leading his organization to new heights under the banner of innovation. We hope that this issue of RECALL provides you withinsights that trigger ideas or discussions regarding thechallenges and opportunities your organization may befacing. As always, we welcome your feedback on thesearticles as well as your ideas for topics you would like tosee covered in future issues.
Leader of McKinsey’s EMEA Telecommunications Practice
Leader of European Telecoms MobilePricing and Editor of this RECALL issue
Leader of McKinsey’s Marketing in Telecommunications Practice
Global Leader of External Communicationsfor the Telecommunications Practice