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 In the Chair:

Pre-Conference Workshop Margrit Sessions Ivan Skender
Discussing Integrated Marketing Communication Head of Pricing and Tariff Services Associate Director / Product Development
Solutions to Improve CRM Strategies Research and Consultancy T-COM CROATIA
BROADGROUP TARIFF SERVICES
Ian Ryder
Ian Ryder
Director
BRITISH COMPUTER SOCIETY Confirmed Speakers: Director
Derek Austin BRITISH COMPUTER SOCIETY
Head of MNC Marketing
ORANGE UK Jan Larsson
Attending this marcus evans conference will enable
Senior Strategy and Business
you to: Development Manager
Eduard Van Kleef
• Evaluate the costs and benefits of an integrated data management TELIASONERA
Senior Manager, Transaction Services
and analysis strategy.
PricewaterhouseCoopers
• Design compelling products and services Formerly: Innovation Strategist Margrit Sessions
• Explore the new horizons of marketing and sales in a converging DEUTSCHE TELEKOM Head of Pricing and Tariff Services
telecom environment Research and Consultancy
• Identify the sales and marketing challenges for the corporate Simon Bennett BROADGROUP TARIFF SERVICES
market in order to develop tailor-made solutions Pricing Manager,
• Manage the pressure brought about by price deterioration, Propositions and Product Federico Cesconi
customer churn and the danger of new entrants NTL: TELEWEST BUSINESS Director of Customer
• Hear from leading operators how they systematically communicate Insights and Retention
value through compelling services for business customers Jacek Powałka CABLECOM
Head of Retention
and Customer Loyalty Luisa Liffredo
METEOR MOBILE Vendor Manager,
Conference Highlights: Innovation of Business Solutions
• Hear from NTL Telewest on utilising business intelligence to Ulrik Van Schepdael TELECOM ITALIA
increase ARPU
Marketing Director
• T-Com discusses the development of convergent business services BELGACOM Kim Bybjerg
• The challenges of marketing VAS to corporate customers addressed VP Emerging Markets
by Telekomunikacja Polska Alastair Light ORANGE BUSINESS SERVICES
• Telenor explore unified communications solutions and mobility Head of Global Marketing
Strategy and Planning Juliet Hubert *
BT GLOBAL SERVICES CRM Programme Executive
VODAFONE
Stein Tommer
Director of Business Innovation Matteo Gattola *
TELENOR Marketing Director
ELSACOM

* subject to final confirmation

conferences telecoms series

Day 1 Booking Line
Tel: +44 (0)20 7647 2333
11th June 2008 Fax: +44 (0)20 7647 2249

HALF DAY PRE CONFERENCE INTERACTIVE WORKSHOP 12.10 Lunch

Discussing Integrated Marketing Communication 13.10 Coffee and Networking Break

Solutions to Improve CRM Strategies
13.30 Operator Case Study
Ian Ryder Assessing the Marketing Implications for the Wholesale Market:
Director Convergence and All-IP
BRITISH COMPUTER SOCIETY • How these developments are changing the traditional buyer-seller relationship
• Understanding the increasing importance of the CIO as an integrator of
13.30 Coffee and Registration
telecom and IT
14.00 Workshop Leader’s Opening Remarks • Assessing the parallels between large enterprises and wholesale customers
• Securing a strong bargaining position and learning how to retain the
14.30 Impact on Business of Data Migration dominant position in the market
• Analysing the changing consumer dynamic Jan Larsson
• Showcasing marketers approaches Senior Strategy and Business Development Manager
• Models for integrated marketing TELIASONERA
• Customer Journey planning
• Measuring integrated marketing
14.10 Operator Case Study
15.00 Integration Case Study Developing Convergent Business Services based on SME
• Break into groups to discuss personal experiences of barriers to Segmentation
and solutions for integrated marketing • Identifying the new revenue streams available through next generation
• Groups present back & discussion converged services
• Determining the primary objectives of offering service bundling to SMEs:
15.30 Workshop Leader’s Closing remarks and End of Workshop – value-based segmentation
– increasing ARPU
– retaining customers who are being lured away by the competition
Day 2 – encouraging uptake of new services
• Examining how to deliver and market unique business products to meet the
12th June 2008 needs of your customers and differentiate you from your competitors
• Determining to what extent business customer needs will influence the
development of technology
08.30 Registration and Morning Coffee Ivan Skender
Associate Director / Product Development
09.00 Chair’s Opening Address
T-COM CROATIA
Margrit Sessions
Head of Pricing and Tariff Services Research and Consultancy 14.50 Operator Case Study
BROADGROUP TARIFF SERVICES
Promoting Mobility Solutions for Corporate Customers
USING THE FULL POTENTIAL OF YOUR DATA WAREHOUSE • Developing a cohesive mobile application proposition
FOR SEGMENTATION • Understanding the importance of the handset
• Maximising productivity gains while eliminating security vulnerabilities
9.10 Operator Case Study • Discovering the opportunities of MDM in the mobile workplace and for
Using Business Intelligence to Increase ARPU, Customer leisure time
Satisfaction and Retention • Conveying the value offered by all-in-one packages
• Understanding the business case for a CDR data warehouse Matteo Gattola *
• Deploying a cross company data warehouse using new technology
Marketing Director
• Running highly targeted campaigns in real-time to upsell and retain existing
customers ELSACOM
• Improving customer satisfaction, reducing cost to sell and enhancing up and
cross-sales 15.30 Afternoon Tea and Networking Break
Simon Bennett
SYSTEMATIC PRICING STRATEGIES
Pricing Manager, Propositions and Product
NTL: TELEWEST BUSINESS
15.50 Profitable Pricing Strategies for Enterprise Customers
09.50 Operator Case Study • Why pricing is still the most important part of the marketing mix
Innovative Segmentation Techniques for the Corporate Market • Maximising revenue and optimising network usage through effective call
• Examining the spectrum from the top tier to the low-end segments behaviour analysis
• Mastering both contract procedures and off-the-shelf solutions • Pricing converging offers, promoting premium packages instead of discounts
• Ecosystem marketing: data collection, analytics and segmentation to leverage • Using pricing to signal quality and reliability
the social nature of a company and its complex purchasing decisions
Margrit Sessions
• Leveraging predictive profiling to conceive winning products and packages
Head of Pricing and Tariff Services Research and Consultancy
Ulrik Van Schepdael BROADGROUP TARIFF SERVICES
Marketing Director
BELGACOM VALUE-ADDED DATA SERVICES
10.30 Coffee and Networking Break
16.30 Interactive Panel Discussion
10.50 Operator Case Study Educative Marketing and Sales
Segment and Rule – Capitalising on Data Analysis to Identify • Mastering price deterioration and market stagnation by increasing new
Profitable Segments services revenue
• Classifying customers in order to retain the most profitable ones • Overcoming psychological barriers by communicating value and ease of use
• Identifying market needs to allow for successful cross-selling and up-selling • Using new marketing channels in order to demonstrate new features and
• Strengthening customer focus through precise forecast systems functions in more appropriate media
• Optimising your marketing and sales budgets by knowing your customers • Teaming up with HR and IT in order to reduce the difficulties and inhibitions
Federico Cesconi towards new technologies
Director of Customer Insights and Retention Moderator
CABLECOM
Eduard Van Kleef
MANAGING THE IMPACT OF CONVERGENCE ON ENTERPRISE SALES Senior Manager, Transaction Services
AND MARKETING PricewaterhouseCoopers
Formerly: Innovation Strategist
11.30 Blurred Borders: FMC, Its Threats and Opportunities DEUTSCHE TELEKOM
• New product market introduction in reality
• The challenges for VoIP handsets 17.10 Chair’s Closing Remarks
• What do customers really want from convergence?
• Retaining a competitve advantage in previously unknown terrain 17.20 End of Day Two
Eduard Van Kleef
Senior Manager, Transaction Services ,PricewaterhouseCoopers
Formerly: Innovation Strategist, DEUTSCHE TELEKOM
Day 3 Booking Line
Tel: +44 (0)20 7647 2333
13th June 2008 Fax: +44 (0)20 7647 2249

08.30 Registration and Morning Coffee 12.10 Lunch

09.00 Chairman’s Opening Address 13.10 Coffee and Networking Break

WINNING STRATEGIES TO DEPLOY AND COMMUNICATE NEW 13.30 Operator Case Study
TECHNOLOGIES TO THE ENTERPRISE Extending and Enriching the Role of Sales and Distribution
• How to translate rapid new service introduction into meaningful sales
09.10 Operator Case Study directives introduction
It’s All About Processes: Communicating the Value of VPNs and FMC • Using Customer Lifetime Value to leverage your customer portfolio and to
• Marketing technology without mentioning technology reduce churn
• Facilitating processes instead of selling technology: process orientation • Examining the new competences of sales representatives as integrators of
• Leveraging value and mobility: where does fixed-mobile convergence create telecom services into a pre-existing IT system
most value for the customer • Multi-channel sales: active and reactive, self-selection and self-segmentation
• Diagnosing weaknesses and forecasting needs within different customer through freedom of choice
segments • Implementing an effective incentives sales management
Luisa Liffredo Kim Bybjerg
Vendor Manager, Innovation of Business Solutions VP Emerging Markets
TELECOM ITALIA ORANGE BUSINESS SERVICES

09.50 Operator Case Study 14.10 Operator Case Study

Promoting Mobility and Unified Communication Solutions for Better Together: Sales and CRM
Corporate Customers • Developing a cooperative environment to intensify customer contact and to
• Developing a value-adding all-IP based product build trust
• Leveraging the features of modern handsets • Utilising inbound marketing opportunities and up- and cross-selling potential:
• Managing risk and security of all terminals Real time marketing
• Discovering the advantages of reduced human latency and of improved • Selling value instead of giving discounts to increase ARPU
collaboration • Creating appropriate control and lead management techniques for indirect
• How to market and sell these products to different customer segments sales channels; how to recruit the right local channel partners
Stein Tommer Juliet Hubert *
Director of Business Innovation CRM Programme Executive
TELENOR VODAFONE

10.30 Coffee and Networking Break 14.50 Afternoon Tea and Networking Break

CHALLENGES AND DEVELOPMENTS IN CORPORATE SALES AND CRM ACCESSING THE GLOBAL MARKET

10.50 Operator Case Study 15.10 Operator Case Study

Know Your Corporate Client Global Segmentation, Learning from BT
• Understanding buying centre structures and the purchasing manager • Understanding the diverse needs of enterprise customers
• Considering the end-user without directly being in touch when designing • Analysing the heterogeneous corporate market and the expectations of MNCs
your product • Reducing the cost of accessing this market through improved segmentation
• Cooperative development of solutions with clients techniques
• Utilising different points of entry and usage • Increasing channel efficiency, data collection and management capabilities
Derek Austin Alastair Light
Head of MCN Marketing Head of Global Marketing Strategy and Planning
ORANGE UK BT GLOBAL SERVICES

SUCCESSFUL LOYALTY AND SALES MANAGEMENT 15.50 Chair’s Closing Remarks

16.00 End of Conference

11.30 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
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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 non-
executive 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 co-
authored books include “Beyond Branding”. (see www.beyond-branding.com)
and “Securing the Business Benefits of Globalisation”.
Telecom Sales and Segmentation Strategies for Enterprise Customers

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FOR ENTERPRISE CUSTOMERS
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