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Mobile Pricing & Bundling 2007
Evolving pricing strategies to capitalise upon convergence and drive customer acquisition and retention
21-23 May 2007, Holiday Inn, Regents Park, London
Conference Agenda
Day One: Monday, 21st May 2007
Registration & Refreshments Break
08:30
Speed Networking Your opportunity to get to know your peers before the start of the conference and set a relaxed and informal atmosphere. Bring your business cards!
09:00
Chairman's Opening Remarks
09:15
- Gurmit Masson, Marketing and Business Development, HIGHDEAL
Creating Winning Bundling Strategies
KTF: Keynote Korean Case Study
Pricing 3G services to drive uptake and recoup investment: Learning from the experience of the leading Korean operator
09:30
- What recent pricing innovations have been successful in the Asian market?
- Replicating innovations from the Asian market in other markets
- Achieving best practice in 3G pricing - listening to the market to drive commitment and revenues
- Dr Jeff Chae, Director Product Planning Team, KTF (Korea)
Exploiting bundling to drive profitability: Developing a tariff structure that incorporates the ability to cross-sell and increase monthly revenues
10:00
- Quantifying the scale of the cross-selling opportunity - what incentives can be offered to customers to motivate them to upgrade to premium services?
- What is the ARPU growth potential from bundling of services?
- Determining optimal price points for bundled offerings to maximise revenues
- Resolving the complexity of bundling a highly personalised service - how must the bundling proposition adapt to account for the unique qualities of mobile?
- Speaker to be confirmed
Building brand equity and creating trust: How can operators build and leverage the value of their brands prior to embarking upon a bundling strategy?
10:30
- Evaluating the commercial importance of brand equity and trust to make bundling a success
- Strategies for brand-building - how can operators resolve legacy issues?
- Examining the merits of making investments in customer care and corporate image to deliver a tangible impact on the bottom line
- Inspiring and reaping the benefits of brand advocacy from customers
- Robin Tucker, Head of Consumer Strategy and Pricing, VODAFONE UK (UK)
Networking & Refreshments Break
11:00
The Simplicity vs. Complexity Trade off: Lessons from experience - What level of complexity is tolerable for customers seeking to minimise their costs?
11:30
- Changing culture - Outlining the new 'Contrato Mi Negocio' (My Business) within the Movistar portfolio
- The quest for simplicity: Is there a market for "self contained" tariff plans which cannot benefit from promotions and add-ons?
- Are self-contained tariff plans the solution for specific priority targets?
- Results from 'Mi Negocio' - Does it pay in terms of revenue and churn?
- Roberto Lagos Arenas, Head of P2P and Services Pricing, TELEFONICA MOVILES (SPAIN)
Panel Discussion
Simplicity vs. flexibility and personalisation: How much freedom do customers want in terms of tariff selection?
12:00
- Do options to personalise tariffs merely serve to confuse the consumer or do they offer genuine value?
- Presenting and communicating tariff options to maximise transparency
- How can operators offer flexibility while maintaining efficiency?
- Combating complexity to determine optimum flexible bill presentation formats
- Rakesh Murria, Head of Pricing Strategy & Insight, ORANGE UK
- Bartolome Salas-Manzanedo, Director Value Added Services, Mobile Broadband and Convergence, ORANGE SPAIN (SPAIN)
- Robin Tucker, Head of Consumer Strategy and Pricing, VODAFONE UK (UK)
- Oliver Cronauer, Product Manager Prepaid, SWISSCOM MOBILE (SWITZERLAND)
- Roberto Lagos Arenas, Head of P2P and Services Pricing, TELEFONICA MOVILES (SPAIN)
Does bundling provide an effective route for operators to bring VAS to the masses? Realising the new opportunities that bundling permits to cater to prepaid customers
12:45
- To what extent are prepaid customers underserved with existing VAS offerings? How does this affect the bottom line?
- Strategies for successfully targeting bundles towards prepaid customers
- Overcoming the challenges of billing VAS for prepaid customers
- Bartolome Salas-Manzanedo, Director Value Added Services, Mobile Broadband and Convergence, ORANGE SPAIN (SPAIN)
Networking & Lunch Break
13:15
Round Table
What is the true cost of bundling services and to what extent is this a sustainable strategy for operators?
14:45
- Understanding the fundamentals of bundling - Is the mass market ever going to be comfortable with taking up to four services from one single provider?
- Forecasting the impact of bundling upon consumer perception of value
- Can bundling lead to price erosion? What are the dangers of discounting?
- What are the objectives and KPIs of bundling services?
- How much evidence is there of demand for bundling from the consumer?
- Delegates will divide into three groups to discuss their experiences and seek solutions to important questions currently facing operators. Feedback will be presented by each group at the end of the time allotted, giving every delegate a chance to make their voice heard and interact with the audience and speaker panel.
Leveraging the Flat-Rate Pricing Opportunity
'3 X-Series' - Flat rate 3G: What was the impetus behind the launch of the X-Series tariff in the UK?
15:15
- Outlining the business case for launching the X-Series tariff
- How disruptive has the X-Series tariff been in the UK market since its launch?
- Examining the customer response to the launch of the X-Series
- How much of a risk does the X-Series represent for 3?
- Increased usage but at what cost? Determining the effect of the X-Series upon KPIs
- Rob Wells, Head of Mobile Broadband and X-Series, THREE UK
T-Mobile 'Web and Walk' - Examine the drivers for success and flat-rate pricing for data services
15:45
- Outlining the reasons behind going to a flat rate pricing structure for data
- Processes followed during the design of 'Web and Walk'
- Does flat rate drive usage? Drawing conclusions from market feedback
- Has flat rate been effective for T-Mobile in terms of numbers and brand creditability?
- Uday Kansara, Senior Pricing Manager, T-MOBILE (UK)
Networking & Refreshments Break
16:15
Under what conditions can flat-rate pricing be profitable for operators? Learning from 3 Italia's experience of flat rate data pricing
16:45
- Does flat-rate pricing reduce opportunities to generate incremental revenue?
- Why has flat-rate data pricing taken so long to gain traction in Europe?
- Understanding the economics of flat-rate pricing - how do operators determine the optimum rate?
- How successful have daily flat rate pricing models been for 3 Italia?
- Speaker name to be confirmed, 3 Italia SpA
How do consumers react to usage caps? Determining whether usage caps are the best way to avoid abuse of flat-rate/unlimited pricing
17:15
- Does flat-rate pricing offer genuine savings for all consumers? Do customers tend to exceed their voice/data allowances?
- How does flat-rate drive usage of voice and data?
- How can operators be genuinely innovative with flat-rate pricing?
- Defining the role of usage caps in fulfilling the objectives of flat-rate pricing initiatives
- Enforcing and managing usage caps as a strategic tool to drive revenues
- Kazim Mujtaba, Head of Strategic Planning, WARID TELECOM (PAKISTAN)
END OF DAY ONE
17:45
Day Two: Tuesday, 22nd May 2007
Registration & Refreshments Break
08:30
Speed Networking Your opportunity to get to know your peers before the start of the conference and set a relaxed and informal atmosphere. Bring your business cards!
09:00
Chairman's Opening Remarks
09:15
- Chairman: Arun Dehiri, Director, REDBOX CONSULTING LTD.
Achieving Customer Segmentation and Loyalty Through Pricing Strategy
Identifying the risks of treating prepaid customers as 'second-class citizens' when segmenting the market: how do you adapt pricing to cater for prepaid?
09:30
- What role does price have in controlling churn of prepaid customers?
- What specific challenges do prepaid customers present in terms of tariff development and how can these be overcome?
- Developing an effective prepaid CRM strategy to minimise churn
- How effective is price as a tool for post-paid migration?
- CASE STUDY - SWISSCOM LIBERTY
- Oliver Cronauer, Product Manager Prepaid, SWISSCOM MOBILE (SWITZERLAND)
Recognising the value of incorporating structural loyalty into tariffs and rewarding the right customers to maintain high ARPU
10:00
- What are the most effective pricing tools for making customers feel valued?
- How can operators build structural loyalty into tariffs without reducing margins over time?
- How generous do you need to be to retain customers?
- Is there measurable evidence that structural loyalty helps to retain customers?
- Which customers should operators be particularly concerned about keeping?
- Ioanna Petini, Ovum
PANEL DISCUSSION
Determining the impact of mobile number portability on price as a driver for customer acquisition and retention: Capitalising upon lessons learned
10:30
- Understanding what impact the introduction of mobile number portability has upon the competitive landscape
- What factors can explain the different levels of impact that mobile number portability has had in different markets?
- Does mobile number portability only pose a significant threat to complacent incumbent operators? Or are all operators equally at risk from disruption?
- Abdulhaleem Badran, Senior Pricing Analyst, MTC VODAFONE (KUWAIT)
- Joseph Cuschieri, Company Secretary and Head of Legal, Regulatory & Corporate Affairs, VODAFONE MALTA (SPAIN)
- Jan Larsson, Senior Strategy & Corporate Development Manager, TELIASONERA INTERNATIONAL CARRIER (SWEDEN)
- Rubaba Dowla Matin, Marketing Director, GRAMEENPHONE
Networking & Refreshments Break
11:15
How can price wars be used to an operator's advantage?
Employing defensive strategies to safeguard assets
11:45
- What factors can spark a price war and how can operators incorporate these into their contingency plans?
- Is mobile number portability a major factor in igniting price wars?
- Exploiting the potential benefits of a price war in generating publicity and driving acquisition objectives
- To what extent can price wars be predicted by market dynamics?
- Sabine Deinhammer, Senior Proposition Manager, THREE AUSTRIA (AUSTRIA)
Pricing structure as an element of positioning brands 'Tak Tak' and 'Heyah
12:15
- Using innovative pricing as a tool for growing the market
- Setting new market standards - exploring the quest for innovation
- Managing the coexistence of two different brands - case study of 'Tak Tak' & 'Heyah'
- Marcin Kolenda, Senior Pricing Analyst, ERA (POLAND)
How reliable is ARPU as a measure of a successful pricing campaign? Adopting the right KPIs to measure results
12:45
- Does total revenue provide a more valuable insight?
- Can operators succeed with a strategy based on volume rather than value?
- What are the limitations of using ARPU as a KPI?
- Defining the contributors to total revenue
- Rim Dourai, Head of Planning & Marketing Research, TUNISIANA (TUNISIA)
Networking & Lunch Break
13:15
ROUNDTABLE
Attracting the high-value Enterprise sector with compelling offers: How can operators use pricing to appeal to SMEs?
14:45
- What are the challenges of acquiring corporate customers?
- Rising to the challenge of managing tariff negotiation with corporates
- Understanding the most effective ways to attract and communicate with corporate prospects
- Delegates will divide into three groups to discuss their experiences and seek solutions to important questions currently facing operators. Feedback will be presented by each group at the end of the time allotted, giving every delegate a chance to make their voice heard and interact with the audience and speaker panel.
Identifying and Resolving the Pricing Challenges of FMC and Migration To IP
Bouygues Telecom: Driving fixed to mobile substitution by implementing a bundling strategy to gain market share and raise ARPU
15:15
- Managing the transition from standalone mobile telephony pricing in a converged market
- How can operators create value with bundling and educate the market about their ability to become total communication service providers?
- Key success factors to implement unlimited bundles for the mass market
- Understanding the drivers of fixed-mobile substitution
- Vincent Duval, Pricing Department Manager, BOUYGUES TELECOM (FRANCE)
Networking & Refreshments Break
15:45
Overcoming the pricing challenges posed by migration to IP: Is minute pricing still appropriate or are destination-based models worth considering?
16:15
- Destination-based charging for voice traffic containing TDM elements
- For traffic that does not pass through any TDM (circuit-switched) networks, does charging per minute become irrelevant or even impossible?
- Will traditional IP-transit pricing move away from a model based on average cost into a regional pricing model?
- To what extent will the pricing models of traditional voice and IP Transit merge?
- Will Peering emerge for all traffic types, depending on the QoS required?
- Jan Larsson, Senior Strategy & Corporate Development Manager, TELIASONERA INTERNATIONAL CARRIER (SWEDEN)
How will VoIP and Wireless VoIP impact mobile voice pricing and revenues in the short term and long term?
16:45
- Factoring VoIP into pricing strategy
- Is bundling the best way to provide VoIP?
- To what extent will VoIP mean that voice becomes a commodity?
- How is P2P technology shaping future pricing strategies for operators?
- Wulf Baeurfeld, Senior Project Manger and Consultant VoIP and Inovative Services, T-SYSTEMS (GERMANY)
End of Day Two
17:15
Day Three: Wednesday, 23rd May 2007
Registration & Refreshments Break
08:30
Speed Networking Your opportunity to get to know your peers before the start of the conference and set a relaxed and informal atmosphere. Bring your business cards!
09:00
Chairman's Opening Remarks
09:15
- Chairman: Richard Swinford, ARTHUR D LITTLE LTD (UK)
Determining The Impact Of Roaming Regulation Upon Pricing Strategy
Ensuring continued roaming revenues in the face of regulation: Adapting pricing strategies in response to imminent European roaming regulation to protect revenues
09:30
- Forecasting the impact of regulation upon interconnection fees and the bottom line
- Will regulation force operators to be less innovative when developing pricing strategies?
- To what extent will existing tariffs need to be radically changed to comply?
- Minimising the cost of compliance
- Rakesh Murria, Head of Pricing Strategy & Insight, ORANGE UK
Focusing investment on the right areas: How important is it to get roaming pricing right and to what extent is roaming price inelastic?
10:00
- Will reduced rates increase total volume of roaming traffic?
- How can operators optimise tariffs to capture a greater share of international roaming traffic?
- How worthwhile is it for operators to make roaming affordable for residential customers?
- Jesper Holm Schlichtkrull, International Account Manager, TDC (DENMARK)
US OPERATOR CASE STUDY
SPRINT NEXTEL - Maximising roaming traffic and revenues with compelling propositions
10:30
- What are the roaming pricing challenges when competing in business, enterprise, and government sectors?
- Factoring seamless mobility and roaming QoS into pricing strategy
- Profiting from opportunities presented by the US market for roaming
- Radoslaw Kenig, Product Manager Enhanced Wireless Voice, Sprint Nextel (USA)
Networking & Refreshments Break
11:00
How Should Voice and Data Be Priced To Drive Usage And Revenue?
PANEL DISCUSSION
How important is price as a major driver of consumer mobile data usage? What examples are there in the marketplace of successful data-pricing initiatives?
11:30
- Is lack of pricing transparency the key stumbling block? How can this be overcome to drive data revenues?
- Is flat rate unlimited data pricing inevitable or are there more creative ways for operators to drive usage?
- Do different data services demand different pricing models? Communicating the value of basic vs more advanced data products
- Zbigniew Pawlik, Pricing Manager, Du
- Uday Kansara, Senior Pricing Manager, T-MOBILE (UK)
- Carlos Fernandes-Casares, Product Marketing Manager, TELEFONICA (SPAIN)
- Kazim Mujtaba, HEAD OF STRATEGIC PLANNING, WARID TELECOM (Pakistan)
- Marcin Kolenda, Pricing Specialist, ERA (POLAND)
- John Lilley, Publisher, TARIFICA [UK]
Understanding and forecasting the evolution of On-Net and Off-Net calling charges: How important is this distinction to consumers when choosing a tariff?
12:15
- To what extent do competitive On-Net tariffs provide an effective way for operators to internalise traffic and avoid high interconnect costs?
- How have On-Net and Off-Net charges evolved over time and has this had any measurable impact upon the way customers use their phones?
- How many numbers does the average customer call regularly? Are these typically On-Net or Off-Net?
- Joseph Cuschieri, Company Secretary and Head of Legal, Regulatory & Corporate Affairs, VODAFONE MALTA (SPAIN)
Networking & Lunch Break
12:45
ROUNDTABLE
Can consumers be conditioned to accept a reduction in handset subsidies in a handset-driven market? Driving down costs to sustain high ARPU
14:15
- How important is the handset as a factor in new customer acquisition?
- What is the ratio of handset spend to ARPU? Do high-value customers necessarily own high-value handsets?
- Educating consumers about the true value of their 'free' phone
- Delegates will divide into three groups to discuss their experiences and seek solutions to important questions currently facing operators. Feedback will be presented by each group at the end of the time allotted, giving every delegate a chance to make their voice heard and interact with the audience and speaker panel.
Profiting from the MVNO/Wholesale Model and Responding to the Pricing Challenges Created by Increased Competition
MVNO CASE STUDY Lessons from a Gorilla: How has simyo's market entry changed the MVNO landscape in Germany?
14:45
- Examining the development of an effective market entry strategy for a new generation in mobile telecommunications
- Developing tariff structures for the discount MVNO model
- Defining the success factors for simyo and leveraging market feedback
- What next? Planning for the future: simyo 2.0
- Rolf Hansen, CEO, SIMYO (GERMANY)
Networking & Refreshments Break
15:15
How aggressively should incumbents respond to the challenge of new entrants? Formulating the optimum competitive reaction to ensure survival and profitability
15:45
- Are all new entrants equally threatening to the incumbent?
- Should incumbent operators be reactive or proactive in their response to new entrants? What steps can they take to effectively safeguard their customers?
- Exploring the implications of regulatory intervention on an incumbent's options in terms of response to new entrants
- Leveraging the potential gains that can be achieved from the wholesale model
- Jean Lucy Cyrot, Director TIME Practice, ARTHUR D LITTLE LTD (UK)
PANEL DISCUSSION
How sustainable is the discount MVNO operator business model? Hearing from some of the most successful MVNOs that have launched to date
16:15
- Developing a successful commercial framework for market entry and exit or migration
- Developing win/win partnership models - assessing compatibility and fit between network host and MVNO at the outset
- When MVNOs cease to be 'useful' to the host operator, what happens next?
- Examining some of the critical success factors involved in the MVNO business model
- Jacques Bonifay, CEO, TRANSATEL (FRANCE)
- Rolf Hansen, CEO, SIMYO (GERMANY)
Close of Conference
16:45
