Annual report 2007 - T-Hrvatski Telekom

Business Review 2007
a competitive price level and
increase customer satisfaction,
in 2007 T-Com aligned the prices
of the Metro Ethernet and IP VPN
services with the market (whilst
retaining the T-Com brand and
service price premium). In order
to increase customer satisfaction,
T-Com promoted migrations
towards higher speeds.
Retail Sales Channels
T-Com’s retail sales organization
comprises three centrally
headquartered sales departments:
sales department for key/large
business accounts, sales
department for small and medium
business accounts, and sales
department for residential
customers. Each sales
department is responsible for
sales analysis, planning, defining
sales procedures and sales
strategy development within their
respective customer base.
There are also four regional sales
units with their headquarters
in Zagreb, Split, Rijeka and
Osijek. They perform the full
scope of front-office and backoffice
sales operations: service
contracting, order fulfilment and
after sales support. In order to
achieve proper coverage of each
customer segment throughout
Croatia, T-Com (including Iskon)
uses a multi-channel approach
which comprises the following
sales channels: T-Com business
sales representatives, T-Centres,
telesales, web sales and indirect
partners such as shops and
business sales representatives.
Telesales and web sales activities
are managed by a Customer
Services subunit.
For sales to residential and home
office customers, there are 54
T-Centres located in all Croatia’s
cities and major towns
(41 of them) which sell both
T-Com and T-Mobile services.
T-Com (including Iskon) also has
a network of 86 indirect partners
(using the ‘shop in shop’ concept)
as well as telesales and websales.
The Group has an efficient sales
channel structure which includes
the sharing of resources between
T-Com and T-Mobile. In order
to harmonise the sales approach
and synchronize the sales support
process, a joint T-Com / T-Mobile
approach was developed in 2007.
This joint approach has a number
of benefits, including:
providing one face
to the customer;
offering a uniformly high level
of service to all customers;
cost optimisation; and
making the most of synergies
through resource optimisation.
In the project “One Face to
the Customer”, Joint Residential
sales was introduced
on 1 November 2007.
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Wholesale
T-HT provides wholesale services
to four major customer segments:
international operators, mobile
operators, fixed operators
and a variety of different service
providers (such as VAS providers,
ISPs and VoIP service providers).
Wholesale revenue increased
by 10.9% to HRK 1,167 million
in 2007 from HRK 1,052 million in
2006, representing 21.4% of total
T-Com’s revenue.
The growth is primarily driven
by continued market liberalisation,
introduction of new services and
increased hubbing traffic.
The continued deregulation
process in Croatia fostered further
growth of interconnection revenue.
Domestic Market
In 2007, there was further growth
of the interconnection market
based on the variety of services
and the volume of their usage,
although not at the same pace as
in the previous year. The growth in
the number of active CPS (carrier
preselection) subscribers slowed
down compared to previous years
due to the shift of the operators’
strategic focus to ULL. The
increase in NP (number portability)
is an outcome of considerable
ULL activations.
The main activities in 2007
were related to the activation
of Unbundled Local Loops and
Collocation services for ULL
purposes. T-Com signed six
contracts for access to the local
loop and delivered 245 locations
(148 physical and 97 remote).
38,179 lines were fully unbundled
and handed over to operators,
while a new service, SA (shared
access), resulted in the delivery
of 200 lines.
IC traffic significantly increased
as a direct outcome of an increased
CPS and ULL customer base and
increased average usage per
customer. T-Com handed over
approximately 50 locations
throughout Croatia for local
interconnections to meet
operators’ requests,
as interconnecting at the local
level enables operators a better
price spread and strengthens
their competitiveness.
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