Mobile Operator

Strategic planning

Context and client expectations

• In an increasingly complex environment, our client, the CEO of a major European mobile operator, aimed at identifying its 5-year strategic plan.
   
• Greenwich Consulting helped the strategic manager to examine possible developments in the environment, and to define strategic responses to adopt, and the impacts on the marketing mix and P&L :
   
• Context:
• External pressure: national economic indicators, telco market
• Internal pressure: mobile market, competition, regulation
• Strategic responses and impacts on the marketing mix :
• Strategic responses: unlimited offerings, mobile data, wholesale, etc.
• Marketing mix: distribution, customer relations, brand, network
• KPIs and the financial forecast :
• Mobile market share (customer base, net-adds, churn, gross adds, penetration of broadband, mix offers, SAC/SRC)
• Impacts of regulation (termination rate, roaming)
• Revenues (outgoing/income, voice/data)

Greenwich insight/Greenwich Solution

• Participated in the market modelling (e.g., VoIP, MVNO).
   
• Simulated the internal resources to synthesise their views.
   
• Coordinated a bi-monthly strategic workforce to review the strategic plan material.

Client benefits

• A clear and shared vision of environment and strategic responses.
   
• A detailed explanation of the development of P&L.