Telecom Sales and Segmentation Strategies for Enterprise Customers

Gaining a Sustainable Competitive Advantage Using Segmentation and Decision-Making Tools to Design Targeted Sales and Marketing Strategies for Corporate Customers
Stockholm, Sweden

11th-13th June 2008

Marketing segmentation is among the most difficult and complex decisions a company must make when deciding its market strategy. Marketing and sales can never be successful without proper segmentation.

Including a Half-Day Interactive Pre-Conference Workshop
Discussing Integrated Marketing Communication Solutions to Improve CRM Strategies Ian Ryder Director BRITISH COMPUTER SOCIETY

In the Chair:
Margrit Sessions Head of Pricing and Tariff Services Research and Consultancy BROADGROUP TARIFF SERVICES Ivan Skender Associate Director / Product Development T-COM CROATIA Ian Ryder Director BRITISH COMPUTER SOCIETY Jan Larsson Senior Strategy and Business Development Manager TELIASONERA Margrit Sessions Head of Pricing and Tariff Services Research and Consultancy BROADGROUP TARIFF SERVICES Federico Cesconi Director of Customer Insights and Retention CABLECOM Luisa Liffredo Vendor Manager, Innovation of Business Solutions TELECOM ITALIA Kim Bybjerg VP Emerging Markets ORANGE BUSINESS SERVICES Juliet Hubert * CRM Programme Executive VODAFONE Matteo Gattola * Marketing Director ELSACOM

Confirmed Speakers:
Derek Austin Head of MNC Marketing ORANGE UK Eduard Van Kleef Senior Manager, Transaction Services PricewaterhouseCoopers Formerly: Innovation Strategist DEUTSCHE TELEKOM Simon Bennett Pricing Manager, Propositions and Product NTL: TELEWEST BUSINESS Jacek Powałka Head of Retention and Customer Loyalty METEOR MOBILE Ulrik Van Schepdael Marketing Director BELGACOM Alastair Light Head of Global Marketing Strategy and Planning BT GLOBAL SERVICES Stein Tommer Director of Business Innovation TELENOR

Attending this marcus evans conference will enable you to:
• Evaluate the costs and benefits of an integrated data management and analysis strategy. • Design compelling products and services • Explore the new horizons of marketing and sales in a converging telecom environment • Identify the sales and marketing challenges for the corporate market in order to develop tailor-made solutions • Manage the pressure brought about by price deterioration, customer churn and the danger of new entrants • Hear from leading operators how they systematically communicate value through compelling services for business customers

Conference Highlights:
• Hear from NTL Telewest on utilising business intelligence to increase ARPU • T-Com discusses the development of convergent business services • The challenges of marketing VAS to corporate customers addressed by Telekomunikacja Polska • Telenor explore unified communications solutions and mobility

* subject to final confirmation

conferences

telecoms series

Day 1

11th June 2008

Booking Line Tel: +44 (0)20 7647 2333 Fax: +44 (0)20 7647 2249

HALF DAY PRE CONFERENCE INTERACTIVE WORKSHOP
Discussing Integrated Marketing Communication Solutions to Improve CRM Strategies Ian Ryder Director BRITISH COMPUTER SOCIETY 13.30 14.00 14.30 Coffee and Registration Workshop Leader’s Opening Remarks Impact on Business of Data Migration • Analysing the changing consumer dynamic • Showcasing marketers approaches • Models for integrated marketing • Customer Journey planning • Measuring integrated marketing Integration Case Study • Break into groups to discuss personal experiences of barriers to and solutions for integrated marketing • Groups present back & discussion Workshop Leader’s Closing remarks and End of Workshop

12.10 13.10 13.30

Lunch Coffee and Networking Break

Operator Case Study
Assessing the Marketing Implications for the Wholesale Market: Convergence and All-IP • How these developments are changing the traditional buyer-seller relationship • Understanding the increasing importance of the CIO as an integrator of telecom and IT • Assessing the parallels between large enterprises and wholesale customers • Securing a strong bargaining position and learning how to retain the dominant position in the market Jan Larsson Senior Strategy and Business Development Manager TELIASONERA

14.10

Operator Case Study
Developing Convergent Business Services based on SME Segmentation • Identifying the new revenue streams available through next generation converged services • Determining the primary objectives of offering service bundling to SMEs: – value-based segmentation – increasing ARPU – retaining customers who are being lured away by the competition – encouraging uptake of new services • Examining how to deliver and market unique business products to meet the needs of your customers and differentiate you from your competitors • Determining to what extent business customer needs will influence the development of technology Ivan Skender Associate Director / Product Development T-COM CROATIA

15.00

15.30

Day 2

12th June 2008
08.30 09.00 Registration and Morning Coffee Chair’s Opening Address Margrit Sessions Head of Pricing and Tariff Services Research and Consultancy BROADGROUP TARIFF SERVICES 14.50

Operator Case Study
Promoting Mobility Solutions for Corporate Customers • Developing a cohesive mobile application proposition • Understanding the importance of the handset • Maximising productivity gains while eliminating security vulnerabilities • Discovering the opportunities of MDM in the mobile workplace and for leisure time • Conveying the value offered by all-in-one packages Matteo Gattola * Marketing Director ELSACOM

USING THE FULL POTENTIAL OF YOUR DATA WAREHOUSE FOR SEGMENTATION
9.10

Operator Case Study
Using Business Intelligence to Increase ARPU, Customer Satisfaction and Retention • Understanding the business case for a CDR data warehouse • Deploying a cross company data warehouse using new technology • Running highly targeted campaigns in real-time to upsell and retain existing customers • Improving customer satisfaction, reducing cost to sell and enhancing up and cross-sales Simon Bennett Pricing Manager, Propositions and Product NTL: TELEWEST BUSINESS

15.30

Afternoon Tea and Networking Break

SYSTEMATIC PRICING STRATEGIES
15.50 Profitable Pricing Strategies for Enterprise Customers • Why pricing is still the most important part of the marketing mix • Maximising revenue and optimising network usage through effective call behaviour analysis • Pricing converging offers, promoting premium packages instead of discounts • Using pricing to signal quality and reliability Margrit Sessions Head of Pricing and Tariff Services Research and Consultancy BROADGROUP TARIFF SERVICES

09.50

Operator Case Study
Innovative Segmentation Techniques for the Corporate Market • Examining the spectrum from the top tier to the low-end segments • Mastering both contract procedures and off-the-shelf solutions • Ecosystem marketing: data collection, analytics and segmentation to leverage the social nature of a company and its complex purchasing decisions • Leveraging predictive profiling to conceive winning products and packages Ulrik Van Schepdael Marketing Director BELGACOM

VALUE-ADDED DATA SERVICES
16.30

10.30 10.50

Coffee and Networking Break

Interactive Panel Discussion
Educative Marketing and Sales • Mastering price deterioration and market stagnation by increasing new services revenue • Overcoming psychological barriers by communicating value and ease of use • Using new marketing channels in order to demonstrate new features and functions in more appropriate media • Teaming up with HR and IT in order to reduce the difficulties and inhibitions towards new technologies Moderator Eduard Van Kleef Senior Manager, Transaction Services PricewaterhouseCoopers Formerly: Innovation Strategist DEUTSCHE TELEKOM

Operator Case Study
Segment and Rule – Capitalising on Data Analysis to Identify Profitable Segments • Classifying customers in order to retain the most profitable ones • Identifying market needs to allow for successful cross-selling and up-selling • Strengthening customer focus through precise forecast systems • Optimising your marketing and sales budgets by knowing your customers Federico Cesconi Director of Customer Insights and Retention CABLECOM

MANAGING THE IMPACT OF CONVERGENCE ON ENTERPRISE SALES AND MARKETING
11.30 Blurred Borders: FMC, Its Threats and Opportunities • New product market introduction in reality • The challenges for VoIP handsets • What do customers really want from convergence? • Retaining a competitve advantage in previously unknown terrain Eduard Van Kleef Senior Manager, Transaction Services ,PricewaterhouseCoopers Formerly: Innovation Strategist, DEUTSCHE TELEKOM

17.10 17.20

Chair’s Closing Remarks End of Day Two

Day 3

13th June 2008

Booking Line Tel: +44 (0)20 7647 2333 Fax: +44 (0)20 7647 2249

08.30 09.00

Registration and Morning Coffee Chairman’s Opening Address

12.10 13.10 13.30

Lunch Coffee and Networking Break

WINNING STRATEGIES TO DEPLOY AND COMMUNICATE NEW TECHNOLOGIES TO THE ENTERPRISE
09.10

Operator Case Study
Extending and Enriching the Role of Sales and Distribution • How to translate rapid new service introduction into meaningful sales directives introduction • Using Customer Lifetime Value to leverage your customer portfolio and to reduce churn • Examining the new competences of sales representatives as integrators of telecom services into a pre-existing IT system • Multi-channel sales: active and reactive, self-selection and self-segmentation through freedom of choice • Implementing an effective incentives sales management Kim Bybjerg VP Emerging Markets ORANGE BUSINESS SERVICES

Operator Case Study
It’s All About Processes: Communicating the Value of VPNs and FMC • Marketing technology without mentioning technology • Facilitating processes instead of selling technology: process orientation • Leveraging value and mobility: where does fixed-mobile convergence create most value for the customer • Diagnosing weaknesses and forecasting needs within different customer segments Luisa Liffredo Vendor Manager, Innovation of Business Solutions TELECOM ITALIA

09.50

Operator Case Study
Promoting Mobility and Unified Communication Solutions for Corporate Customers • Developing a value-adding all-IP based product • Leveraging the features of modern handsets • Managing risk and security of all terminals • Discovering the advantages of reduced human latency and of improved collaboration • How to market and sell these products to different customer segments Stein Tommer Director of Business Innovation TELENOR

14.10

Operator Case Study
Better Together: Sales and CRM • Developing a cooperative environment to intensify customer contact and to build trust • Utilising inbound marketing opportunities and up- and cross-selling potential: Real time marketing • Selling value instead of giving discounts to increase ARPU • Creating appropriate control and lead management techniques for indirect sales channels; how to recruit the right local channel partners Juliet Hubert * CRM Programme Executive VODAFONE

10.30

Coffee and Networking Break

14.50

Afternoon Tea and Networking Break

CHALLENGES AND DEVELOPMENTS IN CORPORATE SALES AND CRM
10.50

ACCESSING THE GLOBAL MARKET
15.10

Operator Case Study
Know Your Corporate Client • Understanding buying centre structures and the purchasing manager • Considering the end-user without directly being in touch when designing your product • Cooperative development of solutions with clients • Utilising different points of entry and usage Derek Austin Head of MCN Marketing ORANGE UK

Operator Case Study
Global Segmentation, Learning from BT • Understanding the diverse needs of enterprise customers • Analysing the heterogeneous corporate market and the expectations of MNCs • Reducing the cost of accessing this market through improved segmentation techniques • Increasing channel efficiency, data collection and management capabilities Alastair Light Head of Global Marketing Strategy and Planning BT GLOBAL SERVICES

SUCCESSFUL LOYALTY AND SALES MANAGEMENT
11.30

15.50 16.00

Chair’s Closing Remarks End of Conference

Operator Case Study
Creating Loyalty for Corporate Customers • Understanding the parallels between residential and enterprise customers • Leveraging business intelligence to understand customer behaviour and needs • Developing plans and packages for different segments • Helping business customers to gain their customers through our unique knowledge and competencies Jacek Powałka Head of Retention and Customer Loyalty METEOR MOBILE

Workshop speaker profile
Ian joined the BCS from Uffindellwest, a medium-sized brand consulting company specializing in strategy, communications and design, where he was Chief Executive. Formerly a senior corporate Vice-President for Unisys Corporation and Director, Global Brand Management for Hewlett-Packard Company in Palo Alto, USA, Ian is a visiting Professor for the Stockholm School of Economics in Russia, and guest lecturer at Cranfield, Manchester and Reading Business Schools. A graduate of IMD in Lausanne, he has held senior marketing roles in several major technology companies and has provided independent brand strategy advice to many other companies inside and outside the technology industry. International speaker across 4 continents, chairman, author and lecturer on the subjects of brand strategy, reputation and customer management, and a Fellow of the Chartered Institute of Marketing, Ian has pioneered some breakthrough thinking in marketing and the role of such ‘buzz’ topics as CRM, CSR and Knowledge Management. Ian is a subject specialist reviewer for Harvard Business School Press, sat on the Advisory Board of Reading University and was a nonexecutive adviser to the British Olympic Association. He is a Fellow of the RSA, IoD and BCS, sits on the Editorial Board of The Journal of Brand Management, is on the European Board of CMO Council and was Chairman of the Technology Industry Business Leaders Group for The Marketing Society and Chairman of the Conference Board’s European Council on Customer Strategy. Ian is also a Freeman of the City of London and Liveryman of the Worshipful Company of Marketors. Author, co-author and contributor to many books and published works, and a founding Director of The Medinge Group, a global brand think-tank, his latest coauthored books include “Beyond Branding”. (see www.beyond-branding.com) and “Securing the Business Benefits of Globalisation”.

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Business development opportunities
Does your company have services, solutions or technologies that the conference delegates would benefit from knowing about? If so, you can find out more about the exhibiting, networking and branding opportunities available by contacting our sponsorship division. James Driscoll, Sponsorship Director Tel: +46 8 678 6040, Email: JamesD@marcusevansse.com

Telecom Sales and Segmentation Strategies for Enterprise Customers
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CONFERENCE: DATES: VENUE: TELECOM SALES AND SEGMENTATION STRATEGIES FOR ENTERPRISE CUSTOMERS 11TH-13TH JUNE 2008 STOCKHOLM, SWEDEN VENUE TO BE CONFIRMED 1 MONTH PRIOR TO CONFERENCE DATE

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