422安永－移动业细分

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1、NewsegmentationtechniquestounderstanduserbehaviourandidentifyrevenuestreamsJoukoAhvenainenBusinessinVisionCostandRevenueStructuresfor3GMobileLondon,December12,2001TELECOMMEDIANETWORKSProprietaryandConfidential

2、CapGeminiErnst&YoungBusinessmodelsandrevenuest

3、reamsarebecomingmorecomplexsubscriptionNetworkNetworkproviderproviderusageUsagebased$billing$$billingServiceServiceClearingClearingUserUserproviderhouseshousesproviderProfileMgtbillingaccess$Usagebillingbillingsubscription$ContentContentproviderprovideraut

4、horizationTelecombusinessbecomesmorecomplexthanbefore.ThisdoesnotTelecombusinessbecomesmorecomplexthanbefore.Thisdoesnotmeanthatmeanthatitwouldbechaotic.Telecombusinessisjustbecoming"businessitwouldbechaotic.Telecombusinessisjustbecoming"businessasusual"as

5、usual"withevenhardercompetitionandmorespeed.withevenhardercompetitionandmorespeed.TELECOMMEDIANETWORKSProprietaryandConfidential

6、CapGeminiErnst&Young

7、2Telecombusinessiscomingtoanewera,whereakeysuccessfactoristoknowcustomersDefineDefineUnderstandUnderstandP

8、otentialPotentialSegmentsSegmentsSegmentsSegments•Whoare•Whocouldbecustomers?potentialcustomers?•Whoare•Whereprofitableprofitable?segmentsCustomerCustomerDetermineDetermineSegmentationSegmentationDetermineDetermineExistingNewPropositionsPropositionsProposi

9、tionsPropositionssubscribers•SegmentationToolSubscribers•Servicerange•Servicerange•Utiliseexistingdataand•Pricingsurveys•PricingPromotePromotePromoteUsagePromoteUsageAcceptanceAcceptance•LoyaltyProgrammes•Marketing•ChurnManagement•Costeffectiveness•Easeofu

10、seTELECOMMEDIANETWORKSProprietaryandConfidential

11、CapGeminiErnst&Young

12、3SegmentationisneededtoachievebusinesstargetsMobileOperatorswant•toincreaseARPU•togetmoresubscribers•tosellmoreservicesperuser•lowerchurnrate•lowercostsTELECOMMEDIANETWORKSProprietaryand

13、Confidential

14、CapGeminiErnst&Young

15、4Morepersonalservices,packagesandmarketinghelptoincreaseARPUARPUincreasedueto•moreaccuratepricingsegments•moreaccuratemarketingmessagedesign&targeting•bettermarketingchannels