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Market launch new technology Large European mobile operator Key y questions Key LLearnings i Results • What are the opportunities in mobile data? • Wh What t are th the success ffactors t ffor a successful f l positioning iti i and d hhow can thi this position iti be b defended? • It is not so much about technology, but rather what technology allows you to do • The handset is a key success factor • Less is more. Rather the right features as everything in one device. The market is limited in its capacity to absorb new features • There was no “killer-application” killer application like SMS for 3G mobile • The right combination of hardware, software, and access to content will bring success • Content partnerships are very important • Mobile network operators are at a danger of becoming pure commodity providers • A simplification of the price structure was urgently needed (flat rate model) • The company had a solid strategy for the consumer segment, while the potential in the business segment was underestimated and not sufficiently addressed • The company addressed the threat though commoditization by executing targeted content and portal strategies A.T. Kearney 16/05.2008/20144m 23
Key Account Management Fast Moving Consumer Goods Company (White-Label) (White Label) • What are the key success factors to break into new key accounts? Key • How do I defend my position vs vs. aggressive competitors? Questions • How can I reach sustained product leadership by integrating suppliers and customers in my innovation process? Key Learnings • Success goes beyond the development and procuction of goods. • Competence and advice in category management are important differentiators, which help to establish entry barriers. • Other services such as labeling, legal clearance, logistics etc. are part of the value equation i • Integrated innovation processses help secure long-term procuct leadership. • The LOHAs movement is an important driver in the market going forward. Special Point: • A relatively young „Account Team“ had to compete against its predecessors, which had penetrated the account originally and since all have been promoted. They now played a formidable and experienced adversary trying to win the account back. A.T. Kearney 16/05.2008/20144m 24
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Page 31: Contact Contact details Dr. Daniel

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