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Market leader strategies: case Sonera. Seminar on Mobile operator strategies and games . Agenda. Market leader strategy in general. Telia-Sonera´s market leader strategy. Nature of mobile operator business. Barriers. Entry barriers:

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market leader strategies case sonera

Market leader strategies:case Sonera

Seminar on Mobile operator strategies and games

Valtteri Hietaluoma

agenda
Agenda

Market leader strategy

in general

Telia-Sonera´s

market leader

strategy

Nature of mobile

operator

business

barriers
Barriers
  • Entry barriers:
    • Investments, skills and other charges needed to enter into business.
  • Exit barriers
    • Costs on abandoning the product or business
  • Market equilibrium
    • If free entry and exit exists, demand and supply should be in balance (=market equilibrium) then profits always should be nominal
barriers and profitability

Exit barriers

Low

High

Low, stable

Returns

Low

Entry Barriers

High, stable

returns

High, risky

returns

High

Barriers and profitability

Low entry barrier  lot of competition  low returns

Low exit barrier stability in supply and demand  stable returns

Low, risky

returns

market leaders tasks
Market leaders tasks
  • Expanding the total markets
    • expansion is risky; failure can be fatal
  • Protecting the market share
    • customer satisfaction
    • quality
    • benchmarking
  • Expanding the market share
    • product innovation
    • market segment innovation
    • distribution innovation
    • promotion innovation
agenda6
Agenda

Market leader strategy

in general

Telia-Sonera´s

market leader

strategy

Nature of

mobile operator

business

demand in mob
Demand in MOB
  • different demand in different market  different strategies
    • in growing mobile phone penetration areas focus is on capturing market share
    • in mature market focus is on operations cost efficiency, because ARPU falls
  • Saturation point is almost reached in Europe
    • penetration wont grow anymore
supply in mob
Supply in MOB
  • Relatively low entry barrier
    • roaming  no network investments needed
    • lot of competition
    • ARPU will continue falling
  • Relatively low exit barrier
    • license can be resold
    • little employees and infrastucture needed
  • play-off phase?
    • lot of exits may occur
barriers and profitability9

Exit barriers

Low

High

Low, stable

Returns

Low

Entry Barriers

High, stable

returns

High, risky

returns

High

Barriers and profitability

Low, risky

returns

Mobile operator business

slide10
UMTS
  • high price paid for licenses
  • hype is over
  • UMTS breakthrough delays
  • payback delays
trends
Trends
  • Growth from where?
    • from out-market
    • from services
    • by differentiating products
    • marketing is playing key role in this process
  • Exits may occur various ways
    • mergers
    • aquisitions
    • bankcruptcies
agenda12
Agenda

Market leader strategy

in general

Telia-Sonera´s

market leader

strategy

Nature of

mobile operator

business

telia sonera s group strategy
Telia-Sonera´s Group Strategy
  • Concentrate on Nordic and Baltic region
    • boost margins
    • consolidate position
    • improve operational efficiency
  • Customer-oriented approach
    • product- and service offerings packages
    • user-friendly services
    • benchmark the European service industry
teliasonera finland oyj s growth areas
TeliaSonera Finland oyj´s growth areas:
  • broadband services
    • Get acces customers
    • Start introducing value added services
  • mobile data services
    • introduce new multimedia person-to-person and content services