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Market Research Report

Switching From the Network to the Customer As the Primary Asset

Published by Mobile Market Development Ltd Product code 745523
Published Content info 35 Pages
Delivery time: 1-2 business days
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Switching From the Network to the Customer As the Primary Asset
Published: November 14, 2018 Content info: 35 Pages
Description

Operators historically considered the network to be their primary asset. This made sense in an economy where physical assets produced consumer value and consumer choice was product and brand driven.

  • Brands and marketing were further recognised assets that MNOs leveraged to enhance their offerings, helping operators to win share in the marketplace.

But market disruption by providers without network or brand assets has shown that these assets are not necessary to participate, and indeed succeed, in the telecommunications marketplace. The role of intangible assets - particularly of customers - has become more significant to success. This report explores the growing importance of customers as an asset and addresses the question of whether it should replace the network as an operator's primary asset.

Companies: Skype, WhatsApp, Amazon, Texas Instruments, Telus, Nike, MacQuarie, Sunrise Communications, Spark, O2,

Countries: Canada, Australia, Switzerland, New Zealand, UK,

Table of Contents

Table of Contents

1 Overview

2 Introduction

  • 2.1 Background to the Report
  • 2.2 Report Content
  • 2.3 Currency and Conversions
  • 2.4 Further Questions and Feedback

3 Changing Market Dynamics

  • 3.1 The Value of Intangible Assets
    • 3.1.1 Intangible Assets in Corporate Valuations
    • 3.1.2 The Customer as an Intangible Asset
  • 3.2 The Need for Customer Centricity

4 Refocusing on Customers as Assets

  • 4.1 Introduction
  • 4.2 Grow Positive Customer Relationships
    • 4.2.1 Customer First Culture
    • 4.2.2 Earn and Keep Customer Trust
    • 4.2.3 Customer Experience
    • 4.2.4 Customer Success Over Customer Service
    • 4.2.5 Customer Data and Analytics
    • 4.2.5.1 Customer Relationship KPIs
    • 4.2.5.2 Understand What Customers Value
    • 4.2.5.3 Personalisation
    • 4.2.5.4 Understand the Value of Delivery to the Customer
  • 4.3 Develop Potential for Customer Value Contribution
    • 4.3.1 New Business Competencies
    • 4.3.2 Customer Insights
    • 4.3.3 Recognise the Network Value of Customers

5 MNO Case Studies

  • 5.1 Introduction
  • 5.2 Sunrise Communications, Switzerland
    • 5.2.1 Customer Experience
    • 5.2.2 Customer Success Over Customer Care
    • 5.2.3 Customer Data and Analytics
    • 5.2.4 Assessment
  • 5.3 Spark, New Zealand
    • 5.3.1 Customer Experience
    • 5.3.2 Customer Data and Analytics
    • 5.3.3 New Competencies
    • 5.3.4 Assessment
  • 5.4 O2, UK
    • 5.4.1 Customer Trust
    • 5.4.2 Customer Data and Analytics
    • 5.4.3 New Competencies
    • 5.4.4 The Network Value of Customers
    • 5.4.5 Assessment

6 Findings and Conclusions

7 Recommendations

Appendix - Feedback Questions

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