Challenge
The marketing department of one of our telecoms operator customers wanted to draw up a position paper on the strategy to be implemented to monetise data in one of the company's growth areas.
Methodology
This document, based on a series of interviews with key contacts, defines the 2015-2016 strategy, and the levers to be activated: Marketing, Go-to-Market, Customer Base Management, Technical (network optimisation and usage data sources).
Results
This comprehensive position paper now serves as a guide for both subsidiary managers and local operational teams, providing the latter with concrete keys to implementing the strategic priorities: in terms of organisation, product design, 4G launch methodology, Customer Base Management campaigns, etc.
