MTN Group Commercial Overview Christian de Faria Group Chief Commercial Officer
Agenda • Transforming the strategic intent • Group commercial strategic objectives • Augment voice offerings • Levering data opportunities • Mobile money • Consumer eco system • ICT strategy 2
Strategic objectives Augment voice offerings Increase data as % of revenue Drive new revenue Establish MTN in digital space opportunities ICT Strategy Brand Leadership Dynamism and Hold key associations differentiation of MTN MTN Branded Customer Experience Providing access, content, products and services Understand customers to Segmented approach become indispensible Devices Understanding what drives loyalty and prevents churn Center-led but locally relevant strategies, models and Increase speed, efficiency suppliers and effectiveness Cost efficiencies 3
Augment voice offerings • Voice still offers revenue potential and remains greatest driver of revenues • Development of services based on Niche and Bulk Solutions the main theme within the voice space • Voice as bearer for content services, such as IVR services key to maintaining of voice revenues • Voice over alternative bearer technology such as VoIP becoming more relevant • Enhance MTN Zone reporting and assessment of revenue impact • Segmented value propositions addressing exact needs of subscriber bundled with lifestyle products (i.e. Trace TV) • The MTN SA analysis indicates how smartphone push of selective handsets can aid in stimulating further voice usage – despite perception of inelastic behaviour of high value subscribers 4
Transforming strategic intent Mobile broadband(MBB) is the key driver to win or lose value in the market Mobile operator revenue split MBB is key decision factor (% revenue) 4% 6% VAS 12-15% Corporate 10% 8% 19% 12% 9% 15-20% 15% Data access Consumers 30% 65- using data 75% connectivity services SMS 1% 79% 70-75% 68% Voice Voice + SMS 51% only 15-20% Today 3-5 years Emerging Europe Japan markets Source: Delta Partners 5
Aggressive intervention required to remain competitive Non-industry Strategic Partners “Digital Malls” Internet Don’t compete but Partner Logistics, Distribution & Sales Support Gateway 3 rd Party Engagements Technology Partners Charging Play key role Marketing “MTN Mobile Money” Network Leadership in data Device Core to MTNs value proposition Subscriber Differentiate and focus on business Consumer Business Value Propositions + Key Accounts 6
Fast-tracking access through Opera mini browser Group Agreement • Signed a Group Agreement 11 August 2011 with Opera Mini Browser Launched to date • South Africa (700k downloads) • Nigeria (15 Sep 11 – 1.9mil downloads) • Ivory Coast (20 Oct 11) • Uganda (31 Oct 11) Launches Planned for November • Rwanda • Ghana 7
Approval on service delivery platform Subscriber to benefit by accessing content via any channel00 Seamless delivery of content, WAP Web IVR USSD WIG/STK SMS regardless of channel Reporting, billing, profiling and Messaging Device Subscription Transaction Billing Engine Gateway Repository Engine Log financial reconciliation Network nodes accessed via SDP Streaming Charging Handset and integrated into core network SMSC MMSC OTA Platform Servers Interface Detection functions The SDP environment must integrated into various operations Service Delivery Platform and network nodes (deployment shouldn’t be for just one operation) Independent developers as well as vendor developers should be able to Developer 1 Developer 2 Developer n access and develop applications for all MTN operations 8
Service examples mHealth • Feb 2011 signed a Group MOU with Sanlam as a strategic partner on mHealth • Our strategy is to enable access to affordable healthcare • MTN Uganda launched health tips & clinic finder via sms • MTN Nigeria facilitated an industry mHealth workshop with participation from Govt, NGOs, private sector to define the landscape on mHealth mInsurance • March 2011 - Group Agreement signed with Hollard • MTNs role is to facilitate payment , registration and provide co-marketing • June 2011 - Pilot launched in MTN Ghana via Mobile Money 9
Segmented device strategy Consumer 2015 2011 10
Segmented device strategy Business 2015 2011 11
Mobile money Achievements • Launched in 12 countries with more than 5.1 million subs • Finalised Fundamo roadmap of features to be developed • Governance process in place • Extended partners programme (Western Union, BIBS and MFS) Focus areas • Partner selection • Evaluation of platform • MoMo wallets to be linked to VISA payments • Retail payments International airtime transfer • Launched in 10 countries • Streamline existing contracts 12
Developing digital marketing strategy • To build a best in class digital presence for MTN, positioning the company as a leader in its emerging target segments • To enhance existing and new social networks to drive engagement and increase number of MTN ambassadors • To provide customers the platform to contribute and be part of the new “Digital MTN” within the integrated digital approach 13
Social media strategy • To manage the brand reputation online, driving awareness and engagement using paid media • To compile consumer insights, using owned media and sentiment analysis in building relationships • To accelerate problem solving and increase sales, leveraging earned media Branding and Insights and Purchase and Objective Engagement Sentiment Support • Share of voice • Active • Satisfaction Metrics • Engagement • Influencers • Resolution • Reach • Impact • Impact • Banner Ads • Wikis • Reviews Content • Adwords • Blogs • Comments Media Paid Owned Earned 14
Defined the customer ecosystem Should be addressed via an integrated approach vs isolated projects Segmentation Loyalty CRM % RGS Naming C ' 2 D + % 8!+ % !$ ?#!C + E#2 !9' % $ #A$ ! ! "#$ "% $ "&$ ' % $ ' &$ ( % $ ( &$ Top 1% Diamond AAA Understanding Customers Customer Propositions Strategy & Leadership Customer Experience ) ( $ * $ ! ) $ "+$ ", $ ' +$ ' , $ ( +$ ( , $ Customer Channels !"#$ #% &' % ! Planning Activity Measurement Next 4% Platinum =#5 + >#2 + % 8!$ ?#!=3, @ $ ' @ =3, ! AA+ ' "$ * $ ) - $ ! % $ ! &$ . % $ . &$ /% $ /&$ ( A4#2 + #% *#! !( ) *+ #% *, ! Months Next 5% Gold !- *. /+ 0+ &' % ! 9/0$ ' : #2 !B35 /#! AA- ( ' $ * $ ' ) $ ! +$ ! , $ . +$ . , $ /+$ /, $ ( % ?3% *#: #% $ ! !1#% #$ 23&' % ! Next 7% Silver "$ * $ ( /$ 0% $ 0&$ ) % $ ) &$ 1% $ 1&$ A+ Next 8% Bronze - $ * $ ) $ 0+$ 0, $ ) +$ ) , $ 1+$ 1, $ A- 1#' 45 #!6 !7 2 83% + 03&' % ! 9/0$ ' : #2 !;% < ' 2 : 3&' % ! B: Next 25% $ $ 232$ 32$ 34 2$ 54 2$ 52$ 252$ GHC 0.01 – 4.99 5.00 – 9.99 150 + 10.00 – 49.99 50.00 – 149.99 C: Next 50% • • • A framework that informs and Clusters our customers based Prevents churn in customers integrates the strategic and on behaviour that provide highest value operational plans of the business 15
ICT work group established Objectives • Establish the business and technical work streams to further define the detailed scope of the ITC strategy deliverables • Define the principle decisions to form the support governance structure to implement the strategy moving forward • Develop the coherent strategy and develop a plan for deployment Participation from • MTN Business • Ghana • Nigeria • South Africa • Group Technology • Group Commercial 16
Mobile internet ICT & mobility management Provided Not provided Mobile Workforce Management Mobile Internet Collaboration Mobile device resource Additional remarks access tools management management • Verizon provides full-fledged mobile workforce solutions, from VPN network access to enterprise messaging. It also provides service for tracking the location and dispatching mobile workforce • MTN Uganda provides a basic version of Service mobile office solution, combining mobile providers broadband access and “push” -based collaboration tools Vodafone’s featured “mobility as a service” • offers mobile device management in a hosted Software-as-a-service model Partners with operators (Vodafone, Milcom) • Platform to offer mobile device management solutions providers (Software-as-a-service) Industry specialist focusing on field • manpower management, including scheduling, dispatching, location monitoring as a software package Product providers • System integrator with broad experience in enterprise mobility solutions, partner of international operators such as Vodafone 17
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