Background

Our client is the fourth mobile network operator (MNO) by market share in one of the biggest European markets. The main objective is to design the Device Portfolio Strategy based on business planning figures (e.g. growth, ARPU), technology requirements, market trends and target segments, in line with the group’s strategy.

Valoris role

Valoris project’s framework has three main steps:

Customer segments distinct propositions, identifying:

The strategic objectives for the target customer segments.

Company positioning to each target segment in order to achieve objectives.

The main device portfolio strategies to realize the positioning to each target segment.

Device product offering, defining:

The general device portfolio offering to each target segment.

Device portfolio definition (prepaid/postpaid), detailing:

The specific differences between prepaid and postpaid in the device offering.

The portfolio definition guidelines for each device price segment in prepaid and postpaid.

Results

A new device portfolio following the defined device strategy was launched, improving device usability and customer ARPU significantly.

For more information about Valoris and its Telecom practice, please contact us.