Fast Forward VNPT Ho Chi Minh

Fast Forward for VNPT
Its all about broadband
Eric Festraets
Director Broadband Marketing and Consulting April 25th, 2007
All Rights Reserved Alcatel-Lucent 2006, 21095
Outline
Introduction
We created the Fast Forward Program for helping our customers optimise Broadband
Strategy and Marketing

Strategy The Why and the How of Broadband
Growth Potential Customer Forecast - Business Case Competitive/Regulatory Situation
Marketing
Product Price Promotion Place
The Go-To-Market for Broadband

(Service Packages, Usage Limitations, Value-Added Services,) (Willingness-to-pay, Competitive Positioning, Social Classes, ) (Advertisement Campaigns, Customer Education, Mass Media, ) (Sales Channels : Websites, Agents, Call Centers, )
Operations
Optimise Service Fulfillment : Customer Provisioning - Intake Self-Installation Organise Service Assurance : Customer Churn Avoidance Satisfaction - Support
Network Economics
From ADSL to all DSL flavours - Deeper Fiberisation (FTTN FTTH) WiMAX
Examples of Projects and Success Stories Conclusion

2 All Rights Reserved Alcatel-Lucent 2007
Outline
Introduction

Marketing

Operations
Network Economics

Fast Forward for every phase of broadband adoption

Broadband Consulting program Fast Forward
5 years of practice 50 ETSI operators involved
Broadband Startup
High Speed Internet Access
Broadband Boost
New packages
Business DSL
Operational Excellence
# subscribers
Triple Play
Data, Voice and Video Business Case
Time
Service Definition
Broadband Deployment
All Rights Reserved Alcatel-Lucent 2007
The Domains of Broadband Business

Optimize Broadband Service Uptake
Strategy
Operations
Business Case/Analysis Regulatory Aspects Service delivery models Cannibalization effects Competition
Optimize Operational Excellence
Optimize User Communication
Marketing Front-office Local market analysis Service provisioning Market & Demand forecast Business case sensitivities Price sensitivity, segmentation Customer acquisition cost Service launch Customer support Sales channels Advertisement campaigns Service bundling
Optimize Access Deployment
Network Economics
xDSL flavours Deeper fiberisation PON versus P2P WiMAX as complement
Fast Forward Strategy and Marketing

The four domains of broadband consulting
Strategy
Why and how to deploy broadband services ?
Marketing
How do I get my broadband services sold ?
Operations
How to streamline operations and processes ?
Network Economics
Economical aspects of combining access technologies? (DSL/Fiber/WiMAX)
Practical Cases

Evolution of todays Service Providers arena (ILEC-CLEC-Cable-Mobile-)
The Competitive Playground and Weapons for fixed operators
Broadband Start-up Package for Early Adopters (High-Growth Economies) Evolution of Residential Communication and Entertainment Services
Future Vision VoIP, IPTV, HDTV, Blended Services, Online and Offline, Best Practices and Service Packaging Examples of offerings, residential and business
Algerie
Business Analysis and Service Definition for Triple Play

The example of Telkom South Africa (Why, how and when IPTV?)
Fast Forward Operations

Strategy
Marketing
Operations
Network Economics
Practical Cases
Operations
Operational Excellence for Broadband Boost (HSI)
Analysis of Service Fulfillment procedures Analysis of Service Assurance procedures Recommendations on optimisation of operations
Operational Excellence for Triple Play

Analysis of Service Fulfillment/Assurance for Triple Play Best Practices on Home Networking Best Practices on Residential Gateways/CPE offerings Generic Recommendations and Economical Considerations on Triple Play Operations
Fast Forward Network Economics

Strategy
Marketing
Operations
Network Economics
Practical Cases
Network Economics
The CAPEX Investment Case for Access Technologies
Deploying various DSL flavours (ADSL, ADSL2+, ) Deploying fiber to the node (FTTN, VDSL2) Deploying fiber to the home (FTTH, GPON) Comparison study FTTN (VDSL2) versus FTTH (GPON) Comparison study PON versus PTP and Active Ethernet
The UmbrellaBusiness Case for Triple Play

ARPU for Triple Play Services CAPEX needed for access network deployment OPEX related to access network deployment and service availability
The Methodology of Fast Forward projects
Generic Fast Forward Project Flow

Kickoff
Define the scope of the project (mandatory !) Identify the critical domains and issues Define action plan for coming weeks Get commitment from management for that action plan Agree on project responsibles and participants from customer organisation
Diagnosis
Separate workshops with responsibles for info gathering on strategy, marketing, operations, network economics
Recommendations
Recommendations file (powerpoint) describing Project objectives and methodology Key findings and recommendations Detailed analysis and recommendations on the defined topics Additional information useful for further action
Discovery Workshop
Overview of FFWD capabilities What is it ? How can we help you ? Overview best practices References Discovery of issues in broadband Strategy Marketing Operations Network Economics Collection of primary feedback Concrete discussions on FFWD
Roundup of existing material

Organising additional market research if needed Questionnaire availability
ACTION PLAN
Synthesis
Benchmark with worldwide expertise Interpretation market material Conducting gap analysis
Impact area of the recommendations

Ends with final recommendations presentation session
Outline
Introduction

Marketing

Operations
Network Economics

Broadband Market Dynamics

Worldwide uptake of broadband
By the end of 2006 :

More than 260 Million broadband subscribers worldwide
Significant Growth Potential


Subscribers to Date
Today : 800K DSL subscribers in Vietnam representing 0.9% of population (84M)

(Having End 2006 14.5M Internet Users (17% of population))
China 34.9M DSL subscribers representing 2.65% of population (1.3B) Malaysia 732K DSL subscribers representing 2.82% of population (26M)

The case of India What is influencing broadband uptake?
Factors affecting broadband in India

Unequal income and wealth
Level of competition increasing deployment Price decline contributes to broadband uptake PC penetration being major constraint Cost of CPE being key
BSNL : Broadband Access package combining
Cheap PC (370 USD)

DSL link at 256 K (11 USD) 400 M download limit
13
Broadband Strategy
What are the hurdles for broadband in high-growth economies?
Public initiatives and policy

TELECOM POLICY MAKERS
Adequate and relevant content

CONTENT PROVIDERS
User awareness and expertise

PUBLIC EDUCATION
4 Services affordability/accessibility
NETWORK SERVICE PROVIDERS
14
Broadband Strategy
High-Growth Economies : Enabling social and economic development
Internet as prime communication tool offering useful end-user services regarding local daily concerns Internet offered via community access no more barriers for illiterate people no barriers of affordability Internet as a public utility
e-education
e-health
e-government
Broadband enables the uptake of applications


Government Initiative Report of Point-Topic on Governments involvement in Vietnam
In Sept 2005, Vietnams Information Development Strategy to 2010 was announced.
It emphasizes ICT as a significant factor in the country's social-economic development.

The governments vision is that by 2010:
Vietnams ICT industries will achieve an annual growth rate of 20-25% and revenue of US$ 6-7 billion. Teledensity will reach reach 32-42 units/ 100 inhabitants. Internet subscribers will reach as high as 8-12% of the total population with 30% being bb subscribers. Internet user will then total 25-35% of the country's population. Alternative telecom providers will achieve a 40-50% market share, leaving VNPT to the remainder.
As part of this new initiative, VND 5,200 billion (US$ 325 million) will be invested in improving public telecom services. The Vietnamese government hopes that this will accelerate the take-up of telecom and internet services, especially, in mountainous, remote and rural areas.
Where are we today?

Broadband Strategy : High-Growth Economies

The power of broadband for telemedicine
Committed high data rate for

Distant real time consulting
Video-conferencing (quality of the image) Audio-conferencing (quality of the sound) Remote diagnosis (good interpretation of real time patient data)
Exchange of medical data (radiology, photographs, files) Remote online education and distance training
Secured and reliable always-on connection for

Confidential patient information Undisturbed and adequate interpretation of data Backup and storage of patients data
17
Broadband Strategy : Testimony

Example of e-Health (Bell Canada Rural areas)
will I have to go to the hospital again ?

e-education/telemedicine/e-government
India e-seva project
The Government of Andhra Pradesh has a clear vision to create a knowledge society by using Information Technology in all aspects of development and governance. Pioneering efforts are being made to reach the benefits of IT to the citizens - urban and rural, rich and poor, literate and illiterate. The Government is conscious of the dangers of the 'digital divide', and is making special provisions for reaching the 'information have-nots'.
19
Marketing : Product
Multi-Services Will Drive Broadband Adoption 4
Beyond PC TV sets All Devices
Broadband Penetration
(% households)
300%? w/mobile users
100%
3
New services over PC
~100% have a TV set
75%
2
50%
1
Aggressive marketing
Flexible pricing & Bandwidth management
30-60% have a PC 20-40%

are on the web
25%
15-30% have broadband

potential
5-15% have already

broadband
DSL
Dial-up conversion
Non-internet PC conversion
Non PC conversion
Increased ARPU
Key Services
HSI HSI Business Access Gaming PC Video & Music Broadcast TV, HDTV VoD, Voice, Visio P2P
20
Marketing : Product
Flexible Pricing and Bandwidth Management Flexible Pricing and
Bandwidth Management
Time
Volume
Bandwidth
Content
Assure the basic requirements & expectations but go beyond access only : Offerings with various speeds (volume/time caps) Decrease churn by offering value added services Bundles with WiFi Security (anti-virus/parental control/) Portals with content
offer ICE services
21
Marketing : Product and Price

Aggressive entry level offer
Countering Singtels entry-level offer Jetpack (Volume limit) Countering Fastweb, Tiscali & Wind Offers
2004: Flexisurf : Prepaid Pay per day DSL 4Mbps for 2,5 S$ per day (40S$ installation fee, 99S$ modem) Min 3 days consecutive days
2006: Free 1 year DSL

Free on-net traffic and access to partner websites at 4Mbps
Services: IM, mail, gaming, music, education, eGov (dedicated sites) Surf beyond the "free access" sites by paying for FlexiSurf access (credit card or StarHub's pre-paid FlexiCard) FlexiSurf is available at a daily rate of only S$2.50 per day, at a minimum of three and a maximum of per transaction. A regular plan with unrestricted 4 Mbps service will cost S$59 per month; 30 MBps service is S$122
22
2002: 20h time limited DSL offer 2004: Free DSL: 256 kbps at 0 per month 2 per hour (~ double dial up), pre- or postpaid), CPE at 100 (incl 25h)
Results:
6 months after intro 81% of new subs took this package Average usage : 17hr per month Easy upsell to non-free packages
Marketing : Product
PC penetration can be limiting factor
Broadband saturation due to PC penetration being the limiting factor ? What to do ?
Active push of residential PC penetration

Operator can revamp the PC + DSL bundle offer initiative (cfr Telmex, Jordan Telecom, Versatel, ) Operator can also lobby at e.g. government to set-up PPP (Public-Private Partnerships)
Offer non-PC services over DSL

Dedicated STB for internet on TV allow limited on line activities (cfr Microsoft MSN TV at http://www.webtv.com) Actively target the gaming console community (cfr BT Yahoo gaming with Xbox life and PS2 online). This will rather work as value added service (and can drive ARPU) than as subscriber magnet: hardcore gamers are early adopters and presumably have DSL anyway Initiate IPTV deployment
Dutch PC & internet penetration

Residential PC vs BB penetration
25 20
PC penetration (%)
15
BB penetration (%)
10
BB potential (70% of PC HH)
5 0 2001 2002 2003 2004 2005 2006 2007
23
Marketing : Product
Example of the Philippines - PLDT
1 Euro = 64 PHPesos 1 Euro = 21K Dong 1 PHPeso = 328 Dong
24
Marketing : Product
Example of frontrunner : Belgacom ADSL product in 2004
30 40 55
ADSL Skynet Plus
99
150
199
ADSL Office
395
ADSL ADSL Light Skynet Go
ADSL Pro ADSL Pro Compact
ADSL Office guaranteed
# PCs Max download speed Guaranteed Max upload speed Guaranteed Monthly Volume IP address Security CPE Webspace
1 512 k 128k 400 MB
1 4 3,3M 4M 192k 256k 10 GB 30 GB dynamic optional 1 Skynet Skynet Security Security Pack Pack included modem 50 MB
4 4,6M 256k unlimited
10 unlimited 4,6M 4,6M 256k 384k unlimited unlimited fixed Firewall router 20 MB Unix hosting
unlimited 4,6M 256k 640k 64k unlimited
Residential market Professional market

Marketing : Product
Example of frontrunner : Belgacom ADSL product today
Low-priced
naked DSL
Marketing : Product
The move to IPTV : Personalized Multi-Media applications
Unicast
Blended Intelligent Home and TV
Ann is here
Blended Web and TV Communications TV
Personal Channels
Maps on TV
Mobile TV
BUY Interactive TV Personalized Advertising
VOD Broadcast TV
Broadcast
Increased bandwidth More interactivity More personalization
Personalization
DIFFERENTIATED OFFERINGS
Marketing : Product
IPTV : Shift in TV experience
28
Marketing : Product
IPTV and business rationales worldwide
29
Marketing : Product
Bundles (HSI, Voice, IPTV, Mobile) critical to keep churn under control 1 to 2 services
Starhub: Mobile + cable TV churn rate is 18% lower than for mobile-only households AT&T 2005 results: bundling broadband to voice reduces churn with 40% BellSouth: when local or long-distance sub adds just one additional serviceDSL, wireless, or dialupchurn declines ~45 percent
2 to 3 services
48% of UK dual play customers would switch for a 25% discount. This falls to 27% for triple play users (Citigroup)
AT&T 2005 results: bundling both broadband and mobile with voice reduces churn 60%
3 to 4 services
39.7% of Canadian consumers with phone/mobile/internet bundled are likely to switch at a 15% discount. With TV in the bundle, switchers drop to 19.6% (Yankee)
30
Marketing : Product
Key factors for Broadband for SoHo/SME
Market structure, competitive dynamics
New communication services are IP based Ongoing LL DSL migration IT & System integrators (IBM, Accenture, ..) moving down the value chain VoIP players target SME & enterprise too
Customer needs, behaviors
Focus moves from network & technology towards applications Security is growing in importance Increased demand for managed services
Evolution of service offerings
Data access becomes independent from device (and transport) Diversification of offerings along size & verticals
31
Marketing : Promotion
The broadband advertisement cycle (according to a non-advertiser)
9 8
7: Announce e.g. PC + DSL 8: Campaign: DSL for everybody: (dial up is almost useless, ADSL is default product) 9: low action
4: Announce entry level packages 5: Campaign: DSL as the ideal online product (cheaper than dial up, including easy VAS) 6: low action
Product Campaigns Image Campaigns

32
6
1: DSL finally available 2: DSL: the smooth way to surf the internet, kbps 3: low action
5 4 CHASM 3
2 1
A: Bandwidth & Speed B: Applications, benefits, atmosphere C: Older people, lower classes, advertise internet rather than DSL
Majority Early adopters A
Laggards Mass Market
B
Marketing : Promotion
Communication : Examples of promotion clips
The value proposition of broadband
You are no longer used to wait

Marketing : Place
Sales Channels
1. Telco Website 2. Telco shops Also mobile shops? 3. Licensed Dealers Supermarkets, PC vendors,
Self-install box remains key for visibility (& operational bandwidth!)
4. Call Centres
In- and outbound

5. Direct Marketing Door to door, demos in at public places,
Outline
Introduction

Marketing

Operations
Network Economics

Operationel Excellence
The commercial and operational learning curve
Only 12 customers out of 100 prospects ?

- 45%
NO SERVICE REACH (BW/DISTANCE)
- 15%
SALES INEFFICIENCY
- 28 %
OPERATIONAL ISSUES Service Fulfillment Service Assurance
Front office ordering
Network provisioning
CPE (self-) installation
Customer support
36
Operationel Excellence
Target objective benchmarks
To compete, service providers must at least perform at the mean average but to win, they should be best in class!
Successful Self Installation (%) Customer Support Calls during installation (per user/first month) after installation (per user/month) Activation time (working days) Order success rate (%) Installation order cancellations (%) Yearly churn (%) Customer dissatisfaction with delivery Customer dissatisfaction with services
Mean Average 70 2.0 0.4 5.0 95 10.0 8.0 15.0 10.0
Best in class 90% (SBC) 0.5 0.05 (BGC) 2.0 (FT) 100 (BGC) 2.0 (BGC) 5.0 (BGC) 10.0 (KPN) 5.0
BGC: Belgacom FT: France Telecom KPN: Netherland SBC: United States
37
Outline
Introduction

Marketing

Operations
Network Economics

Broadband Network Economics

Extensions Urban/Suburban (mass-market)
Today: Urban areas (early adopters)
Areas with copper
Greenfield areas
Central Office
FTTN
FTTU
ADSL2+
Served from Central Office and Multi Dwelling Units (fiber-to-the-building)
ADSL2+/VDSL2
Extend Central Office footprint with cost-effective FTTN extendable with remote sealed units
GPON
Greenfield areas
Optimize Access Network for Every Deployment Strategy
Extensions Rural/Remote Communities (mass-market)
WiMAX
(802.16e-2005)
39
Broadband Network Economics :

Full Reach Investment Case 1. CAPEX model
Equipment + installation (as % of equipment cost default: 10%) Site development Optical Fiber + installation CPE
2. Comparison of different technologies & topologies

xDSL
From CO or FTTN
GPON
Possibly from Super CO
PtP/Active Ethernet WiMAX
3. Two configurations, four services

Initial take-rate Final take-rate
Fiber to the Most Economical Point


Fiber to the Most Economical Point
CAPEX comparison for FTTx
CAPEX (Index)
Outside Plant costs for FTTU overlay
15
Fibre, trenching Cabinet install
Divided by 2 if available ducts
Distribution fiber (including installing ducts) 63% Fiber Ducts
10
Access HW
5 Drop: the highest constraints Ref = 1 0 CO FTTN FTTU new FTTU Aerial FTTU in current ducts 33% splitters Feeder +cross-connect 1% 4%
Cost-effective coverage with a mix of technologies FTTU where ducts costs are syndicated or greenfield
Note: CAPEX including CPE at 33% FTTx uptake

Two Ways Forward for Mass Market Broadband Access
Copper-Centric
100% 85% 100% 85%
Fiber-Centric
3-5 Mbps
ADSL2+
25 Mbps
FTTH /
Coverage
Coverage
DSLAM (ADSL)
50 Mbps
VDSL2
DSLAM (ADSL)
3-5 Mbps
ADSL2+
25 Mbps
FTTH / FTTB
>100 Mbps
FTTB
>100 Mbps
Rehab
Greenfield 2005 2010 2015 2005
Rehab Greenfield 2010 2015
Pros: Copper re-use, TTM Cons: Many nodes, Future Safe?
Pros: Consolidation, Future Safe Cons: TTM, cabling in buildings
42

Full Reach Investment Case Example
Final Configuration (40% take rate): EUR per subscriber
1200 1000 800 600 400 200 0
ADSL/CO 3 services CPE Fiber Site development Equipment 25 0 0 50
ADSL/CO VDSL/DSA Ducts 41 28 51 104
ADSL/CO VDSL/DSA No ducts 41 161 51 104
ADSL/CO No ducts 150 590 99 83
ADSL/CO Ducts 150 177 99 83
ADSL/CO PtP/CO No ducts 103 656 94 149
ADSL/CO PtP/CO Ducts 103 243 94 149
GPON/Super CO GPON/Super CO
GPON/Super CO No ducts 225 631 155 102
43

End to End Cost + WiMAX
Backhauling distance (km) 1 1 5 15 30 50 100 1000
Micro village
10
x2
Urban E2E WiMAX or DSL + WiMAX
E2E 2way Satellite x4 80 ELLITE
x4
Average
30
Urban DSL
DSL + Wave
x2.5
Large Village
50
x2,5...
Herzien
x3 30
x2
or WIP DSL/WiMAX WiFi + Wifi Satellite or 70
x4
70
Ref. Price X1= 12
DSL + Fiber (with light civil works)
x1,5
# connected users
First technology listed is the access technology, while the second one is the backhauling technology Reference price is the cost to deploy DSL in urban areas (min 200 users/DSLAM) for a competitive operator (LLU in line sharing mode)
Rural Market
44

Cost comparison WiMAX versus DSL - Summary Facts
If copper is available, WiMAX solution cost is high compared to xDSL for most of the configurations Presumably prohibitive for commercial deployment, unless in very low density areas where basic HSI is sufficient CPE prices currently significant burden, but will drop drastically with standardisation & volumes (same pattern expected as for DSL CPEs) Base stations prices also expected to drop dramatically (15% on a yearly basis) Comparison model is available can be customised to Vietnam in interactive session
45
Outline
Introduction

Marketing

Operations
Network Economics

1 Example of North African Operator

Start-up of Broadband (the marketing project)
Result : successful commercial launch of broadband Package definition
Number of packages, speed (up/down), volume cap, CPE, number of users

Target market size Number of subscribers after 1 mth, 3 mths, 6 mths, 1 year, 2 years Sales channels/partnerships Passive/active sales strategy
Market forecast

Bringing service to market

Additional revenues When to start?

47
Internet security (anti-virus, anti-spam, parental control, personal firewall, etc.)

Games Music
1 Example of North African Operator

Start-up of Broadband (some technical implications)
Service availability tool

Based on telephone number Which services (speed)? Where available (internal, sales channels, web)? Contention ratios Dynamic/fixed IP address Provisioning process Bandwidth distribution over (type of) subscribers Congestion forecast system
Package features/characteristics

Transmission capacity/traffic engineering

Volume cap implementation Protection of network and servers
Anti-virus/anti-spam
48
2 - Example of Mexico
Accelerate the growth fase
Result : accelerating the growth fase In 2006 : advice on continuing/upgrading broadband

Add >200 000 new subscribers every 6 months Todays packages are OK (logical evolution: speed increase)
Add new services (music, games, children content, etc.)

More Revenues Customer binding Churn reduction/avoidance
How to accelerate?
E2006: 2M subscribers vs. 1.5-1.6M normal evolution Introduce low entry packages Lower speed, limited volume (Time based) Rationale: upgrade these customers to standard packages Beware for existing users downgrading Recommendations were formulated after series of workshops
3 - Example of China
How to improve revenue scheme in high speed internet?
Result : increasing revenue and customer base
Operator identified KPIs to be reached :

Achieve total number of 3.5M subscribers (originally 2.7M) Reduce the churn rate from 20% to 3% Maintain/raise the existing ARPU level Overall DSL customer satisfaction > 85%
All actions categorized into main areas: Increase ARPU
Reduce Churn
Boost Sales
50
3- Example of China
Methodology Diagnosis
Qualitative: Interviews with more than 5 people in 5 cities

Helicopter interview with people who see big picture Working level interviews with people in direct contact with customers Help desk & customer support, provisioning, sales channels, churn, DSL sales & application sales Portal market survey
Quantitative: Assemble metrics for benchmarking

Analysis
Pinpoint problem areas based on qualitative + quantitative results

Benchmark with international figures
Recommendations
3 Example of China
Key Recommendations and Impact
Increase ARPU Reduce churn Boost sales
Need to realign DSL business towards mass market approach n Reduce number of packages to five n Introduce pay per use or volume limited package n Realign package based on market segmentation n Initiate lifestyle campaign, media coverage n More co-operation with PC vendors and manufacturers Organizational issues n Set up virtual cross-city teams lead by region n Align advertising across region Churn related n Set up customer satisfaction task forces n Be proactive about customer retention n Simplify VBC and expand to all cities
Major impact Medium impact No impact
52
4 - Example of Middle East :

Operational Excellence Project
Result : savings on operational cost
Objectives

Increase customer satisfaction (80% to 90%) Decrease activation time from 2 weeks to 5 days Decrease customer churn after contractual period (20% annual basis) Decrease operational costs Process review International best practices benchmark
Methodology

Results

Revised back office installation process Revised sales incentive plan Revised support strategy for increased customer satisfaction Operational cost savings 92.5 million Euro (on yearly basis)
53
Outline
Introduction

Marketing

Operations
Network Economics

Typical project timeline

for Go-To-Market for Mass Market High Speed Internet packages
Kickoff Kickoff
Define the scope of the project (mandatory !) Identify the critical domains and issues
Action plan Diagnosis

Separate/iterative workshops with responsibles for info gathering/exchanging on strategy and marketing Roundup of existing material
Final report
Recommendations
Deliverable : Recommendations file (powerpoint) describing Go-to-Market for ADSL Product Definition Price Setting and sensitivity Promotion Strategy Place : sales channels Deliverable presented in Final recommendation session for management
ACTION PLAN
Define action plan for the weeks after
Organising additional market research if needed Competition and Regulation
Get commitment from management for that action plan

Agree on project responsibles and participants from customer organisation
Synthesis
Benchmark with costing
Interpretation market material Conducting gap analysis
56
Typical project timeline for

Operational excellence for Mass Market High Speed Internet packages
Kickoff Action plan Final report
Kickoff
Process review
ACTION PLAN KPI setting Identify key people to interview Internally 3rd party organizations Internal customer experiences External customer experiences
Fulfillment
Front office processes Back office processes Pre-installation activities
Recommendations
Deliverable : Recommendations file describing Operational Excellence : Stepwise execution plan Impacted processes/ systems/KPIs Timeline Roadblocks & pitfalls Deliverable presented in Final recommendation session for management
Assurance
Systems Processes
57
Typical project timeline for

Triple Play Offerings (Business Analysis and Service Definition for IPTV)
Kickoff Kickoff
Define the scope of the project (mandatory !) Identify the critical domains and issues
Action plan Business Analysis

Competitive landscape? Regulatory Situation? Content Acquisition? Market Demand?
Final report Recommendations

Deliverable : Recommendations file describing IPTV Business Analysis presented in Session for Management
ACTION PLAN
Define action plan for the weeks after
Service Definition
Definition of TV Service
Recommendations
Deliverable : Recommendations file describing IPTV Service Definition presented in Session for Management
Get commitment from management for that action plan

Agree on project responsibles and participants from customer organisation
Bundling Opportunities
Service Roadmap Promotion Plan Business Dvlpmt Opport
58
Conclusion
Fast Forward has >4 years of experience in broadband Fast Forward optimises broadband in the Strategy and Marketing domain Operations domain Network Economics domain We want to help you by building the broadband future together
59
Thank you www.alcatel-lucent.com
60

Fast Forward VNPT Ho Chi Minh

Enviado por

Dados do documento

Descrição original:

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Fast Forward VNPT Ho Chi Minh

Enviado por

Direitos autorais:

Formatos disponíveis

Fast Forward for VNPT

Its all about broadband

Strategy and Marketing

The Go-To-Market for Broadband

Examples of Projects and Success Stories Conclusion

Strategy and Marketing

The Go-To-Market for Broadband

Examples of Projects and Success Stories Conclusion

Fast Forward for every phase of broadband adoption

High Speed Internet Access

Data, Voice and Video Business Case

All Rights Reserved Alcatel-Lucent 2007

The Domains of Broadband Business

Optimize Operational Excellence

Optimize User Communication

Optimize Access Deployment

xDSL flavours Deeper fiberisation PON versus P2P WiMAX as complement

Fast Forward Strategy and Marketing

Strategy and Marketing

Business Analysis and Service Definition for Triple Play

Fast Forward Operations

Operational Excellence for Triple Play

Fast Forward Network Economics

The UmbrellaBusiness Case for Triple Play

The Methodology of Fast Forward projects

Generic Fast Forward Project Flow

Roundup of existing material

Impact area of the recommendations

All Rights Reserved Alcatel-Lucent 2007

Strategy and Marketing

The Go-To-Market for Broadband

Examples of Projects and Success Stories Conclusion

Broadband Market Dynamics

By the end of 2006 :

Significant Growth Potential

Broadband Market Dynamics

Today : 800K DSL subscribers in Vietnam representing 0.9% of population (84M)

Broadband Market Dynamics

Factors affecting broadband in India

Cheap PC (370 USD)

All Rights Reserved Alcatel-Lucent 2007

Public initiatives and policy

Adequate and relevant content

User awareness and expertise

All Rights Reserved Alcatel-Lucent 2007

Broadband enables the uptake of applications

Broadband Market Dynamics

It emphasizes ICT as a significant factor in the country's social-economic development.

Where are we today?

Broadband Strategy : High-Growth Economies

Committed high data rate for

Secured and reliable always-on connection for

All Rights Reserved Alcatel-Lucent 2007

Broadband Strategy : Testimony

will I have to go to the hospital again ?

All Rights Reserved Alcatel-Lucent 2007

300%? w/mobile users

~100% have a TV set

Flexible pricing & Bandwidth management

30-60% have a PC 20-40%

15-30% have broadband

5-15% have already

All Rights Reserved Alcatel-Lucent 2007