Client:
German Online Service Provider

Challenge:
Thanks to the connectivity of smart home entertainment devices any content can be consumed comfortably in the the living room. To maintain a leading position in the fast growing video on demand market aggressive sales targets shall be achieved with the help of an Interim Head of Sales.

Core issues:

  • Which are the levers to achieve quick wins in regards to customer, turn over and EBITDA targets? How can they be influenced?
  • How do processes need to be structured to ensure high efficiency in times of high campaign frequency?

Our input:

  • Identification, prioritisation and implementation of various short term on- and offline measurements to gain and retain customers
  • Lead a team of Online Sales and Key Account Managers

Results:

  • Achievement of nearly all KPI targets
  • New process to implement sales & marketing campaigns in place

Client:
German cable provider

Challenge:

The marketing function within a company is constantly under the pressure of demonstrating the contribution marketing makes with regard to the company’s success. In the face of reduced budgets for marketing and sales, the issue of campaign management and the contribution of communication measures to corporate success is becoming paramount.

Core issues:

  • How can marketing create sustainable values for a company?
  • How sensible is orientation on monetary figures?
  • Are there any success patterns for campaigns?
  • What is a successful campaign anyway?
  • Which process steps are to be observed?
  • What are the specific strengths and weaknesses of individual measures?

Our input:

  • Optimization of the overall campaign processes of classic measures
  • Introduction of a new target group segmentation for direct marketing measures aimed at the acquisition of new customers
  • Interim management of the Performance Marketing department

Results:

  • Increase of brand awareness by 8%

Increase of response rate by 0.5%

Client:
German telecommunications and internet provider

Challenge:
The client operates four entertainment online shops that are to generate cross-platform recommendations in order to draw the attention of potential customers to the platforms and to present the overall portfolio.

Personalized product recommendations in online shops are popular with internet clients as a guide to orientation. In addition, companies such as, for example, Amazon have benefited from an increase in turnover of 15 % since the launch of the recommendation logic.

Core issues:

  • Which providers and systems are available on the market?
  • How reliable is the generation of product recommendations?
  • Which increases in turnover could be achieved?

Our input:

  • Current state analysis / analysis of chances/risks of a new recommendation system
  • Requirement analysis / compilation of specifications
  • Preparation and execution of provider selection

Results:

  • Increase of the click rate for recommended products by 50 % within the first 6 months following the launch of the recommendation system.
  • Improved orientation during product selection thanks to personalized recommendations

Sale of niche products (long tail sector)

Client:
German media enterprise, pay TV provider

Challenge:

By now, a majority of companies estimates that the topic of social media is a sector worth developing in the top management sector. The company wishes to assess the importance of maximum reach social media platforms such as Facebook, Twitter and YouTube by means of its own site and establish this if required.

Core issues:

  • What would be a suitable social media strategy within the company?
  • What could be the objectives?
  • Where would social media be anchored inside the organisation?
  • Which channels, which activities match the corporate strategy?
  • In which way does the customer service touchpoint have to be integrated?
  • How could continuous and reliable monitoring be set up?
  • What budget and resources would have to be made available?
  • How could social media be anchored as an integral part of the company in the medium term?
  • What would be the benefits of social media, which KPI could be measured in a reliable way?

Our input:

  • Definition of the social media marketing strategy including various programs for using different social media technologies and thus improving the company’s visibility and awareness level
  • Project management for developing, implementing and controlling the corporate social media strategy
  • Development of a continuous monitoring process taking account of the competitive environment and a sustainable reporting system
  • Ensuring that the defined KPI for social media activities are met as well as ensuring internal knowledge transfer in all relevant departments

Results:

  • Anchoring the social media strategy on all management levels as well as within the corporate culture

Social media roadmap 2011 including contents, campaigns, offers

Client:

German mobile network operator

Challenge:

New sources of profit are required in mobile communication in particular in order to compensate the decrease in ARPU in the core voice service business. Further essential goals in mobile communication are lowering the churn rates while increasing customer satisfaction as business from new customers can no longer overcompensate possible losses of existing customers. In this context, the realization of mobile phone insurance was analyzed.

Core issues:

  • Which GSR effect could be realized by mobile phone insurance?
  • What would be the impact on churn rate and customer satisfaction?
  • What would be the optimum proposition for such a product?
  • Which provider would be the best match for the catalogue of requirements?
  • How could such a product be integrated into the sales processes?

Our input:

  • Overall project management
  • Creation of the proposition
  • RfQ process and selection of providers
  • Preparation of all required processes

Results:

Supply of concept and process ready to launch

Client:
International telecommunications provider

Challenge:
In Japan, “mobile wallet” (via NFC technology) already is a huge success, while in Europe the topic still is in its infancy with different local stages of development. On account of the first minor successes made in individual countries, the client wishes to define and assess a uniform corporate strategy. At the same time, the strategy is to be compared to the approaches developed by subsidiaries in order to be optimized.

Core issues:

  • What would be the optimum strategy from the point of view of the corporate group?
  • Which use cases could be realized by means of the NFC technology?
  • What is the stage of market development of the respective local subsidiaries and which launch strategies are being used?
  • Do the local subsidiaries require corporate know-how or technical support?
  • Which potential does mobile wallet offer and which costs are to be expected?

Our input:

  • Development of a mobile wallet strategy across the corporate group
  • Development of market models and long-term assessment of risks and potentials
  • Definition of use cases in the fields of mobile payment, mobile ticketing, mobile customer cards and mobile access control
  • Evaluation of the markets in Europe and the local subsidiary’s strategy
  • Development of approaches for supporting the local subsidiaries from the headquarters
  • Preparation of the launch approach

Results:

  • Corporate strategy and business case
  • Go-to-market concepts

Client:
German mobile network operator

Challenge:

Product components such as premature contract extension, a testing function or virus protection are to be added to successful data products. The idea is to be defined in detail and implemented in the systems and/or via workarounds as quickly as possible. Furthermore, the extended product must be released by controlling while the sales department is to be briefed. For resource reasons, no product managers are available for the urgently required implementation.

Core issues:

  • How can the product components’ release by the commissions be achieved as quickly as possible?
  • Would the product extension be profitable?
  • Can the extended product be sold by sales and/or which adjustments to the product are required?
  • How could the product components be realized in the systems?
  • Which workarounds could be used prior to systemic implementation?

Our input:

  • Development of a simple mobile data tariff portfolio
  • Completion of the product development process
  • Modelling, calculation and defence of business cases
  • Definition and coordination of workaround processes with departments such as customer service, technology and sales

Results:

  • Launch of the product components

Positive impact on turnover and EBITDA

Client:
German mobile network operator

Challenge:

As the telecommunications market is facing increasing competition in terms of competition and saturation, the contract extension offers and the related retention attributes must be revised at regular intervals. In this context, SAC and dealer premiums play an important role. The retention strategy must be improved, systematized and implemented in the light of this challenge.

Core issues:

  • Which proposition elements have the largest financial impact?
  • Which evaluation measures would be required for an efficient dealer rating?
  • What would be the technical challenges regarding flexible integration into the IT?

Our input:

  • In charge of the project for product management & marketing
  • Assuring technical implementation

Results:

  • Technical implementation of the retention structure in the IT systems
  • Revision of the online contract extension offers

Launch of the retention matrix for the German market (voice only)

Client:
German mobile network operator

Challenge:
In the light of the saturation of the mobile voice market, the topic of mobile internet is of major importance. Private customers, too, increasingly enjoy new possibilities of surfing on the go. Furthermore, competitors have already gained advantages and are successful in the new market. To account for this new development at short notice, a marketing strategy for mobile laptop surfing is to be developed.

Core issues:

  • When is the mass market going to adopt the topic of mobile data?
  • How could communication and pricing be adjusted in order to close the gap to the market leader?
  • What is the target group?
  • How could the surf stick be positioned?
  • What could be a simple, comprehensive pricing that addresses different segments?
  • What possibilities exist for above-average growth?

Our input:

  • Realization of qualitative and quantitative market research as well as deduction of possible measures
  • Drawing up the pricing portfolio
  • Development of a communication concept (positioning, USP definition, etc.)
  • Development of offer concepts for disruptive growth
  • Launch support prepaid surf stick

Results:

  • Tenfold increase in laptop flat rate sales with a term of 24 months

Successful launch of prepaid surf dongles

Client:
International telecommunications provider

Challenge:
Development of a strategy – Device portfolio at the PoS

Core issue:
How can further turnover be achieved beyond the existing device hardware business by means of additional hardware or services?

Our input:

  • International benchmarking
  • Creation of strategic courses of action as well as definition of the final strategy
  • Integration of further ideas in the field of device management and payment services
  • Business case and roadmap

Results:

  • Generation of new turnover in direct sales channels
  • Diversification in the sales portfolio by integration of new products and services.
  • Integration of sales partners for implementing the strategy.
  • Gaining insights on new approaches in the field of hardware strategy and payment services