Marketing for Telecommunications Operators ProjectsSergio Cruzes

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 1. Marketing for Telecommunications Operators ProjectsSergio CruzesMBA in Project Management

and Technological Innovation – FIPE USPMsC in Electrical Engineering – EESC USPPMP certified

 2. Table of ContentsTable of Contents

................................................................................................................ 21. INTRODUCTION

...................................................................................................... 32. CONTEXT

.................................................................................................................. 43. END USERS

............................................................................................................... 54. BROADBAND

OFFERINGS .................................................................................... 75. MACRO

ENVIRONMENT........................................................................................ 8 5.1 Social and Cultural

environment .............................................................................. 8 5.2 Demographic

environment........................................................................................ 8 5.3 Economic environment

............................................................................................. 9 5.4 Technological environment

.................................................................................... 9 5.4 Political environment

............................................................................................ 116. INTERNAL MICRO ENVIRONMENT

.................................................................. 127. KEY SUCCESSES FACTORS

................................................................................ 138. BUSINESS SUMMARY FRAMEWORK

............................................................... 149. BUSINESS CONCEPTION

..................................................................................... 15 9.1 Business Plan Definition

......................................................................................... 15 9.2 Strategic Planning

................................................................................................... 16 9.3 Purpose of the Organization:

Vision, Mission, Believes & Values, and Objectives

....................................................................................................................................... 18 9.4 Generic

Competitive Strategies .............................................................................. 19 9.5 Marketing

Strategy.................................................................................................. 20 9.5.1 Marketing Plan

Definition ............................................................................... 20 9.5.2 Market Segmentation

....................................................................................... 21 9.5.3 Marketing Mix

................................................................................................. 2310. REFERENCES

...................................................................................................... 25

 3. Acronyms and Abbreviations2G Second-generation mobile network technology3G Third-

generation mobile network technologyAAA Authorization, Authentication and AccountingADSL/DSL

Asymmetric Digital Subscriber LineARPU Average Revenue per UserBTS Base Transceiver

StationBWA Broadband Wireless AccessCAGR Compound Average Growth RateCapex Capital

ExpenditureCDMA Code Division Multiple AccessCPE Customer Premises EquipmentCRM

Customer Relationship ManagementDOCSIS Data Over Cable Service Interface Specification

(Cable Modem)DSL Digital Subscriber LineEVDO Evolution Data OnlyFTTH Fiber to the HomeGbps

Gigabits per secondGSM Global System for Mobile CommunicationsHSPA High-Speed Packet

AccessIBGE Brazilian Institute of Geographic and StatisticsIEEE Institute of Electrical and

Electronics EngineersIMS IP Multimedia SubsystemIP Internet ProtocolIPC Potential Index of

ConsumptionIPTV Internet Protocol TelevisionLTE Long Term EvolutionMIMO Multiple-Input

Multiple-OutputMMDS Multichannel, Multipoint Distribution SystemOFDM Orthogonal Frequency

Division MultiplexingOPEX Expended CostsPC Personal ComputerPMP Price per Megahertz per

PopQoS Quality of ServiceRAN Radio Access NetworkSLA Service Level AgreementVDSL Very

High Bit-rate Digital Subscriber LineVoIP Voice over IPxDSL any type of DSLWBS Work Breakdown

StructureWiMAX Worldwide Interoperability for Microwave Access

 4. 1. INTRODUCTION This job consists in providing the factors that influence the marketingactivities

concerned with new projects in Telecommunications Operators. It isthe marketing related to the

strategic planning of the organization. The study begins with the analysis of the micro-environment

followed bymacro-environment analysis. Other factor to be analyzed is the technologicalenvironment

that concerns with the availability of user devices.. On the legal-political environment, aspects such

as spectrum availability and restrictionsshould be considered. Keywords: Marketing ♦ Strategic Plan

2. CONTEXT The service growing rate of circuit switching telephone systems is startingto decrease

in Brazil and Latin America. So, Telcos are investing in fixed broadband access technologies which

areshowing high growing rates. Also, Cellular operators are also noticing a decreasing on their

growingrates for voice services. At the same it is very difficult to provide differentiatedvoice services.

The price competition is one main drivers of the voice revenuestagnation. For most cellular

operators in the world, the mobile data revenue hasreached more than 30% of the service revenues

while in Brazil there is still roomto grow.

 5. 3. END USERS For the end-user media consumer, the open TV main content provider inBrazil.

However it is beginning a trend to search for different forms to accesscontent , entertainment or

information, at devices such as PCs and mobiles. The group of users that is constantly searching for

information on differentchannels other than TV, is composed of persons under 35-year old

(Accenturestudy published at Converge Magazine in 13/April/2009). A study done by Yankee Group

and Ericsson shows that the 3G user inBrazil is predominantly young (Teletime news, 29/July/2009).

The social classes in Brazil are distributed as per Exhibit 5.1 (source:Associação Brasileira de

Pesquisas, 2009) Family average income per month (Reals) 16000 14400 14000 12000 10000 8100

8000 6000 4600 4000 2300 1400 2000 950 620 440 0 A1 A2 B1 B2 C1 C2 D E Exhibit 3.1 – Social

classes in Brazil and family income per month Based on a report of the Exame magazine

(08/April/2009) about theconsumption of the Brazilian families and IBGE information, it can be

derived thatthe social classes in Brazil are distributed as per Exhibit 5.2.

 6. 30,00% 25,40% 25,00% 21,80% 20,70% 20,00% 15,70% 15,00% Percentagem Brasil 8,90%

10,00% 4,10% 5,00% 2,60% 0,90% 0,00% A1 A2 B1 B2 C1 C2 D E Exhibit 3.2 – Social classes

percentage in Brazil In order to better estimate the total potential users based on income salary,the

table 5.1 simplifies the number of classes. The total potential number in Brazilis 15,789 thousand

users. Percentage of People Wireless the Brazilian between 20 - internet Potential Classes

population 30 years old (potential) users A and B 29.60% 11,248 85% 9,560.8 C 42.50% 16,150

30% 4,845 D and E 28.00% 10,640 13% 1,383.2 Table 3.1 – Potential internet users in Brazil based

on the income salary

 7. 4. BROADBAND OFFERINGS The cable modem access reaches only 184 cities representing 74

millionpeople, or 40% of Brazilian population which represents 53% of total Brazilianconsumption in

accordance to the IPC/Target. While the broadband competitiveness is so tough, the end user has

fewchoices. The leader subscription service is called Speedy (from Telefonica and itis present only

on the state of São Paulo). The exhibit 4.1 depicts the main fixed broadband offerings in 2009. Fixed

Broadband Operators (in thousand subscribers) 2460 2500 2120 2000 1920 1762 1500 1320 1000

500 402 80 0 Telefonica NET Oi Brasil Telecom CTBC GVT TVA Exhibit 4.1 – Fixed Broadband

Operators in 2009 An analysis done by IDC in July 2008 (published atwww.puccamp.br/servicos em

06/07/2009), provides the broadband accessprices in Brazil. The average price of minimum

throughput (128 Kbps) was US$30. In Argentina, 512Kbps was US$ 27.05.

 8. 5. MACRO ENVIRONMENT As per KOTLER (1995, p. 49), the macro environment consists of

theforces that affect the whole micro environment: demographic, economic,technological, natural,

political and cultural. 5.1 Social and Cultural environment The cultural characteristics of the areas to

be serviced by a wirelessbroadband business are very non-homogeneous. The service should

besegmented during the implementation phase only. The final goal is to provide aservice that is not

focused for specific population profiles . 5.2 Demographic environment The demographic

environment is a very important force since it consists ofthe population profile in terms of its age,

ethnics, immigration, education level,lifestyle, etc.. As these trends are out of control of the

company, it is important toanticipate the movement of the trends, to develop scenarios and to

provide aconstant adjustment on the market strategies. The observation of the demographic

environment trends allow to developgeographic, ethnics, income salary and age segmentation

strategies. The geographic segmentation is extremely important for aTelecommunication Operator

deployment project. It allows identifying areas withgreat growth potential and low level of

competition. It is on these areas that thedeployment should start.

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1. Marketing for Telecommunications Operators ProjectsSergio CruzesMBA in Project Management and Technological Innovation – FIPE USPMsC in Electrical Engineering – EESC USPPMP certified 2. Table of ContentsTable of Contents ................................................................................................................ 21. INTRODUCTION ...................................................................................................... 32. CONTEXT .................................................................................................................. 43. END USERS ............................................................................................................... 54. BROADBAND OFFERINGS .................................................................................... 75. MACRO ENVIRONMENT........................................................................................ 8 5.1 Social and Cultural environment .............................................................................. 8 5.2 Demographic environment........................................................................................ 8 5.3 Economic environment ............................................................................................. 9 5.4 Technological environment .................................................................................... 9 5.4 Political environment .............................................................. ...
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