Operational support to operators

Designing and launching products and services

On the telecommunication market, gaining new customers and securing their loyalty depends on the excellence of the value proposition as well as on the operator’s capacity to achieve a faster time-to-market than his competitors. Operators’ marketing departments must then rely on responsive creative teams focusing on market needs to launch services that are technically efficient, easy to use and to access and positioned at the right price for the customer, while generating profits for the operator.

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Distribution network

Distributing telecommunication products and services in emerging countries is a key factor for projects success and for operators’ profitability: (1) the distribution network is an essential link between the operator and his customers, it is the main vehicle of communication for promoting offers as well as knowing customers’ needs; (2) distribution costs are one of the main factors of profitability; (3) the quality and density of the distribution network represent, with the pricing policy, a major differentiator in a competitive context and a crucial asset for entering new markets.

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Strategic marketing

Increased competition combined with the erosion of the “traditional” revenue (voice, access) per subscriber forces the operators to constantly look for new growth drivers. Telecommunication market trends are numerous, complex and changing: mobile banking, multiplay services, new multimedia services, cloud computing, very-high-speed broadband access, etc. At the operator’s service, the expert in strategic marketing sets out to analyze the technologies, the uses and the competition and to develop tomorrow’s value propositions and the associated new revenue models.

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Mobile payment

The development of new, revenue-generating services is a vital objective for telecom operators, while the ARPU is decreasing. Mobile Payment symbolizes these new services and appeals to users who find it useful and affordable. It allows operators to diversify their range of services by being less dependent on traditional revenue sources (voice, SMS). HORUS was involved from the start in the development of this service and gained a great expertise while assisting the pioneer operators.

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Marketing intelligence

Collecting market information is becoming increasingly important for companies in dynamic markets. A Marketing intelligence unit helps to inform decisions made by all technical and marketing departments within the company.
The consultant’s role is usually not about conducting the marketing and technological intelligence – except as a transitional measure – but about setting up an appropriate structure and providing training for the operators to use the various techniques available and the appropriate reporting for each department.

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