Fiber optics

Telecommunications industry in transition - Fiber optics is seen as a key growth driver in the telecommunications business of the future.

Challenge of the industry

Fiber-optic companies find themselves in a highly competitive market environment. The DSL market is fiercely competitive. The competitive advantages of fiber as a technology over DSL require the use of intelligent product and promo mechanisms in addition to bandwidth. In addition, fiber companies are in some cases overbuilding an existing fiber footprint. Competition therefore takes place between fiber networks and not on fiber networks. However, those who succeed in wooing potential customers against the competition still have to overcome a number of hurdles before the connection is actually activated. Numerous process challenges and the inadequate use & processing of roll-out data as well as the duration of connection activation stimulate cancellation rates. In addition to the processes of data utilization and processing, established telecommunications companies and newly established fiber-optic companies lack suitable structures and efficient sales processes for successful fiber-optic business.

Another challenge in the fiber optic business is the complex technical characteristics and advantages of the fiber optic product that need to be explained and which require a special marketing approach. Resources with concrete FTTH know-how on such an FTTH-specific marketing approach as well as network expansion and operation are also very rare on the market.

In the long term, investments made in fiber optics must be safeguarded by efficient marketing and early retention and prevention of existing customers.

Scope

Markt- und Kundenanalyse:

Datenbasierte Analyse des Wettbewerbs und der Kundenzielgruppe, Ableitung von Best Practices

Positionierung und Wertversprechen:

Definition einer wettbewerbsfähigen Positionierung und Ableitung kundenzentrierter Wertversprechen

Produktdefinition und Erlösmodell:

Entwicklung eines kundenzentrierten Produktportfolios, Definition der Erlöslogik, Bestimmung von Preispunkten

Berechnung eines detaillierten Business-Cases mit Umsatz- und Kostenprognose, Investitionsplanung, Cash-Flow Analyse und Rentabilitätsbetrachtung Betrachtung

Kommerzielle Machbarkeit:

Definition relevanter Marketingkanäle und Ableitung konkreter Marketingmaßnahme

Vermarktung:

Aufbereitung von Pitch-Deck Unterlagen basierend auf Projektergebnissen

Investorengewinnung:

Potential analysis & data competence:

area scorecard, data-based & tool-independent calculation of path lengths, data-driven marketing control

Commercial planning & control:

creation & review of business cases, budget planning from construction to sales, commercial control from pilot to rollout

Market models & competitive analysis:

development & evaluation of product portfolios B2C, B2B, Open Access & Wholesale, conception of intelligent promo mechanisms

Sales & Marketing:

New customer acquisition by means of multi-level marketing campaigns & cost-efficient channel optimization, existing customer management through prevention, retention and win-back

Operations & Processes:

Aufbau IT-Architektur & FFTH-Systemlandschaft, FFTH-Prozesse und Schnittstellen, Synchronisation von Bau & VertriebSetup of IT architecture & FFTH system landscape, FFTH processes and interfaces, synchronization of construction & sales.

Network planning & rollout:

concept for planning & expansion, recommendation tool landscape, digitization solutions in expansion

Growth opportunities

Acquisition excellence

Building successful new customer business and securing qualified leads with multi-level campaign logic and an efficient multi-channel mix.

FTTH lead management

Mitigation of order decline after end of pre-marketing through lead generation,
-qualification & development from the start of pre-marketing until connection activation.

Open access

In order to successfully implement Open Access, agreement is required among infrastructure providers to create a standardized procedure.

Synchronization of construction & sales

By setting up a data model for cancellation prediction and establishing an end-to-end lead tunnel, construction and sales can be synchronized and cancellation rates reduced. und die Etablierung eines Ende-zu-Ende Lead-Funnels werden Bau & Vertrieb synchronisiert und Storno-quoten reduziert.

Operational Excellence

Establishment and optimization of the FTTH organization, as well as standardization, digitization and automation of the FTTH process world.

Customer value enhancement

Securing existing customers and maximizing customer value by means of comprehensive marketing concepts using new portfolio mechanisms.

Our reference projects

Problem of the client

The advancing roll-out of optical fiber has increased the marketing pressure on our client, which was previously active in the DSL business. As part of the FTTH-Whole Buy agreement concluded, the aim was to secure the customer base through intelligent marketing of fiber-optic products.

Our solution for the customer

Development of a target group-specific FTTH marketing concept and management and ongoing optimization of marketing campaigns via various channels:

Conceptual and operational support in the development of a comprehensive marketing concept.
Establishment of a multi-level contact route with cost- and sales-oriented touchpoints per customer case
Definition of a cost-efficient channel mix and dovetailing of sales channels along the FTTH tunnel

Problem of the client

Our client, a supra-regional energy supplier, made the strategic decision to expand its service portfolio by offering fiber optic products. Mücke Roth & Company accompanied the entire process of setting up the fiber optic business segment up to the decision to roll out fiber optics in the first project area.

Our solution for the customer

The client was assisted by a team of experts with many years of operational fiber optic experience, who, among other things, created the necessary conditions in the dimensions of legal, fiber optic infrastructure and processes:

Creation of the legal prerequisites for entering the telecommunications business, including consideration of the relevant changes resulting from the TKG ModG with a focus on innovations in customer protection.
Review of plans for fiber optic infrastructure and development of solutions for backbone connection (main and redundant path) and collocation in the data center
Development of holistic end-to-end TC processes across all stakeholders involved and preparation of a process proposal for construction and documentation of the fiber optic infrastructure as part of mass procedures
Development of a target structure for the fiber business area for resource planning, taking into account the relevant stakeholders and a developed gap list to identify necessary resources and their responsibilities

Problem of the client

The previous fiber optic area analysis with our client involved a lot of effort. No consolidated model for area analysis was available, which is why the previous analysis spanned a multitude of sources and output documents. Further, previous fiber build-out areas were not objectively quantified and analyzed in a data-driven manner.

Our solution for the customer

Build a data-driven territory analysis based on individual parameters to continuously fill the project pipeline in the client's fiber business area:

Quantification of the analysis & addition of further internal and external parameters
Development of an automated tool for rough estimation of route lengths
Development of an area analysis tool to determine an objective score per community and training of the client team to use the tool sustainably

Customer references and memberships

PŸUR Business

Mario Zöller, CTO HLkomm Telekommunications Ltd. – PŸUR Business

"Thanks to the energetic support of Mücke Roth & Company, we were able to successfully achieve our goal of a standardized and scalable end-to-end sales process through the development and implementation of a cloud-based Microsoft Dynamics CRM solution. In the role of project management & PMO, the Mücke Roth & Company team supported the system implementation from requirements elicitation, through design, development and user acceptance testing. Through fine-grained planning and detailed reporting, a smooth and quiet go-live was realized together with the interdisciplinary project team. We would like to thank MRC for the dedicated and team-oriented cooperation at eye level."

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PŸUR Business

Mario Zöller, CTO HLkomm Telekommunications Ltd. – PŸUR Business

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Whitepaper

23.06.2023

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Excerpt of our customers

Tom Ruthsatz

Principal and industry leader fiber optics

Tom is an expert in telecommunications and has led numerous projects in the fiber business in addition to stints in the telecommunications industry. Starting with business development for wholesale and open access, winning broadband tenders, CRM implementation and go-to-market of new players in the fiber market.

Mail: t.ruthsatz@muecke-roth.de

Tom Ruthsatz

Principal and industry leader fiber optics

Mail: t.ruthsatz@muecke-roth.de