DEVELOPING BUSINESS MODELS FOR SEGMENT FOCUSSED MVNOS
Led by: Stian Aldrin, Management Consultant, FORNEBU CONSULTING With: Magnus Doving Pedersen, Management Consultant, FORNEBU CONSULTING
Workshop Programme
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8.30
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Registration and coffee
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9.00
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Introduction and objectives of the workshop
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Identifying market segments which can create additional revenues with the right mobile offer
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9.30
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Determining what makes a good segment-focused value-add MVNO
- Understanding target customers' mobile needs
- Examining which markets are better reached by an MVNO than by the operator's offering
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10.15
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Coffee Break
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10.45
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What are the key characteristics of a good MNO host?
- Examining the key criteria to develop MVNO portfolios which generate additional revenues for operators
- How to become the preferred host for the most valuable segment MVNOs
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11.30
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Determining which market segments can create value
- which market segments are currently underserved?
- which segments can create optimum win-win opportunities for the MVNO and the operator?
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12.30
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Lunch
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Group exercise: developing a draft business case for a selected segment
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13.30
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Understanding the customer segment
- Understanding the user's needs/drivers that are currently underserved
- Defining a value proposition to that customer
- Defining approximate market size and growth
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14.30
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Coffee Break
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14.50
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Developing a business model that is adapted to the segment
- Defining who can serve this segment as the MVNO initiator
- Defining the business model – who else benefits and who pays?
- Establishing the relationship between the MVNO and the operator
- Evaluating the viability of the model
- Next steps: trial and business plan
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16.00
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Debate and closing remarks
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About the workshop leader:
Stian Aldrin is one of 30 consultants at Fornebu Consulting AS (Norway). He is specialised in developing and evaluating business cases and writing business plans, in particular in relation to telecom and technology product development.
Stian is a mentor to teams in business plan competitions and contributes to academic telecom research projects. He has been keeping tabs on the development of Norway´s mature MVNO market while contributing to MVNO and other telecom related projects worldwide, including developing the business cases for segment focused MVNO start-ups. He serves as member of the board of technology start-up SoniTrack AS (Norway).
Stian is a frequent speaker and chair at international telecom conferences and has published several articles or been interviewed as an industry expert in telecom and general business publications. In 2005 he co-wrote a white paper on the segment focused MVNO opportunity: “MVNOs – The Good, The Bad and The Ugly’.
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