Telekom Malaysia - Huawei

Tao of Business
I believe mobile broadband will be the dominant force in broadband
in a few years, while fiber is likely to be the endgame on the fixed broadband side,
and this will complement mobile broadband.
solutions and more, with a single touch. These types of
services represent an additional revenue stream, solve
relevant customer issues, and allow Telenor to relate to the
customer in an entirely new way.
Taking customers on this journey and helping them
understand which services work for them is important.
This is one of the reasons why Telenor Norway is rolling
out Telenor stores in Norway. You can easily go to a
telephone kiosk if you just want to buy a phone, but
in order to put things into a broader context for the
customer, we need to take our Telenor store customers
on a journey, showing them not only hardware but the
services we offer as well.
WinWin: Small-screen and big-screen customers
exhibit different usage behavior when it comes to
mobile data services. How do you market and balance
the two?
Moen: It’s important to distinguish between smallscreen
and big-screen services. For small-screen data
service, we have tied it in with voice subscriptions,
which has proven successful. For the large screen, we are
constantly developing new price models in order to be
relevant.
It’s true that large-screen devices consume more data,
but we register an increasing amount of data also for
the small screens, particularly as the new and advanced
smartphones become prevalent. Large-screen subscriptions
go for a higher price, so we don’t see one as better than the
other. We think they will co-exist; both are important to
our MBB development.
With that being said, we find it very important to
combine different SIMs, especially for business customers.
Nowadays, it’s common that a customer has several SIMs
– one for the handset, one for a second handset, one for a
tablet, one for a mobile router, and one for a PC dongle.
We have launched new pricing models that make it easier
for customers who have several SIMs to combine services
on different devices. We have offerings where different
devices interact with each other, combining volumes,
speeds and services between SIMs. This gives customers
better user experiences with connected devices.
WinWin: How do you envisage mobile broadband
development in your market?
Moen: We have big expectations for mobile broadband.
It’s going to be incredibly important. Fixed broadband and
mobile broadband will work together, and offer a seamless
experience for customers. I think we are going to see a lot
of new services. If we can provide good coverage, good
user experience, stable networks, efficient price models
and relevant offerings, we are going to have huge success
in mobile broadband. We have a very aggressive MBB
strategy where LTE is a key element. We are going to have
a very aggressive launch in order to defend our strong
market position and expand further in Norway.
Looking ahead
WinWin: In your opinion, how will mobile
broadband and fixed broadband develop in relation to
each other?
Moen: One of the things we are looking into and keen
to explore is how far mobile broadband can go. Is mobile
broadband going to replace fixed copper broadband,
and take over the role for DSL? That’s a very interesting
question. I believe mobile broadband will be the dominant
force in broadband in a few years, while fiber is likely to
be the endgame on the fixed broadband side, and this will
complement mobile broadband.
If the fixed and the mobile broadband can build on
each other, we need to find areas relevant for customers to
see them connected to or related to each other. Partly, we
21
DEC 2011