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Profitability from Subscriber Acuity

The CMO Council announces a new authority leadership program, with HP Enterprise Services, which aims to reveal the value, impact and benefits of leveraging Actionable Customer Intelligence when applied to behavior-based pricing models in the Communications Service Provider (CSP) Sector.

Due to the changing demands of customers, ranging from increased data consumption to a call for a more robust and personalized customer experience, today's Communications Service Providers (CSPs) are pressured to rapidly meet market demands while optimizing revenue and boosting bottom line growth.

"Communications Service Providers must match their offerings with the needs of their customer, yet so often, the market tends to chase competitor models rather than identifying models that leverage their knowledge of their customers behaviors," said Donovan Neale-May, Executive Director of the CMO Council.  "Our goal here is to better understand how CSPs are utilizing "big data analytics" around usage patterns, content consumption habits, app activity, value-added services, device preference and mobile service dependencies to formulate Actionable Customer Intelligence to create more personalized, relevant and profitable pricing models and experiences."


HP helps the world's communications service providers (CSPs) transform the way they do business -- and grow in a fast-changing market. CSPs must meet the huge demand for new, personalized services -- while they build high speed networks and streamline internal operations. Facing competition from over-the-top rivals, CSPs must develop new business models and new revenue streams that leverage their core assets, the network and customer information.


HP is unmatched in its ability to help CSPs drive transformation: 30+ years of telecom experience, global IT leadership, expertise in entertainment, and leadership in consumer devices.


HP offers an end-to-end portfolio: core telecom network infrastructure, convergent IT and telecom solutions, software portfolios for OSS and BSS, service delivery platforms, subscriber data management, cloud service enablement, professional services including business consulting, integration, and managed services/outsourcing; joint go-to-market programs;  carrier-grade servers; storage; and wireless printers and notebooks.

AT&T - Alicia Dietsch, VP of Marketing Communications

Bell Mobility  - Blaik Kirby, SVP of Marketing and Sales

Claro, Central America - Wellyngton Silvia, Marketing Director

CSL (Telstra Insternational Group), Hong Kong - Mark Liversidge, Chief Marketing Officer

Deutsche Telekom - Thomas Strohmaier, VP of Marketing Strategy

Etisalat, UAE - Matthew Willsher, Chief Marketing Officer

Idea Cellular - Suresh Agrawal, Head of Wifi Business

MTN, South Africa - Nicola Suter - Senior Manager, Global Brand

Optus - Paulo Froes, Head of Business Planning & Delivery

Orange Group, France - Rad Keing, Head of Pricing

Sprint Nextel - John Carney, SVP of Consumer Marketing

STC, Bahrain VIVA - Andrea Hanna, Chief Commercial Officer

Sun Cellular - Ethan Sanchez - Senior Manager, Prepaid Marketing

Swiss Communications - Olivier Quillett, Head of Strategic Marketing

Telefonica, Venezuela - Gustavo Reyes, VP Data & Innovation

Telenor, Pakistan - Usman Javid, Marketing Support Officer

Telstra, Australia - Nick Adams, Director of CRM & Loyalty

Virgin Mobile USA - Jeff Auman, VP & Mark Lederman, Director

VIVA, STC Bahrain - Andrew Hanna, Chief Commerical Officer

Vodafone, UK - Andy McFarlane, Head of Marketing

Vodafone, Czech - Stephanie Jackson, Director of Marketing


Faculty & Experts:


Professor Nader Tavassoli  - London Business School - Non-Executive Chairman, The Brand Inside

Roger Entner - Recon Analytics - Telecom Analyst

Jeff Kagan - Telecom Analyst - Quoted in NY Times, AdWeek Magazine, etc.


SAMENA Telecommunications Council

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Global Telecoms Business

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Areas of exploration for this initiative include:

  • Current pricing pressures, challenges, strategies and intentions to monetize service value, diversify revenue sources, and individualize plans for greater profitability and retention.
  • How CSPs are addressing proliferating customer segments, device types, network needs, usage patterns, data volumes, dependency levels, and service demands.
  • Factors and forces shaping existing and traditional pricing models; satisfaction with, or desire for more, innovation in this area.
  • Type and quality of unified subscriber information available and accessible on-demand, and how this is enabling more personalized, profitable plan development.
  • New business models under consideration and anticipated sources of revenue and improved margin, including content, advertising, entertainment, mCommerce, mobile payments, social gaming (digital merchandise), personal productivity, security, global connectivity, rich media communications, remote storage, personal concierge, home management, shopping assistance, etc.
  • Use of customer intelligence to simplify and differentiate plans, as well as maximize ARPU and customer lifetime value.
  • New monetization and pricing models along with best practice approach to introducing and promoting these programs.

This program culminates in a report based on two main areas of research - a quantitative survey of telco/operator executives and a series of qualitative interviews with experts from top brands in this space.

The Economist Intelligence Unit asked their survey respondents in a recent study to estimate their data efficiency, and surprisingly, 25% say that vast quantities of data go unused at their company, and 53% use only about half of the data that is of value. Only 22% of respondents say that they are putting nearly all of their data that is of real value to good use. Economist Intelligence Unit

250+ million Americans carry mobile phones-over 80% of the nation's population. CTIA Wireless Association

More than three-quarters of CSPs (80 percent) currently do not have the systems and processes in place to identify and retain customers reaching the end of their contracts. Oracle

In the U.S., 25% of mobile web users browse only on their phones, never using a laptop, tablet, or desktop to access the internet. Mashable

The surge in data use is coming mostly from Android and iPhone owners, who on average are consuming 582MB and 492MB per month, respectively.

Teens on average are sending and receiving 60 texts each day, up from 50 in 2009. The increase is being led by older teens ages 14-17, who went from a median of 60 texts a day to a whopping 100 two years later. Mashable

In the third quarter of 2011, teens aged 13-17 used an average of 320 MB of data per month on their phones, up 256% over last year and growing at a rate faster than any other age group. Nielsen 

China: 35% of mobile users use mobile internet, accounting to 318 million connected users. Nielsen

India: Time spent on smartphones: 2.5 hours per day per user, less than a quarter on calls and messages, 40% online. Nielsen

Almost half of UK internet users are going online via mobile phone data connections, according to the Office for National Statistics. BBC

Egypt: 33% of those 16-19 used mobile internet for social networking, while only 5% of those 45+ have. Nielsen

U.S consumers use their smartphones to obtain local information, with 90% doing so a level matched only by Japanese consumers, and trailed by those in Germany (85%), France (83%) and the U.K. (81%).

53% of American consumers use their smartphones to access search engines at least once a day.

The average cellphone customer uses only about a third of "any time minutes" allowed by most wireless plans. The rest are paid for but wasted.

February 2013 - Mobile Subscribers Willing to Pay for Service Bundles ‘Their Way’ - Business Wire

February 2013 - T-Mobile aims to grow B2B share with customized plans, more options - Fierce Wireless

February 2013 - How telecom sector can benefit by harnessing the power of Big Data - Information Week

February 2013 - Sprint CEO: No changes in smartphone pricing expected - CNET

February 2013 - Many CSPs Have No Big-Data Analytics Strategy - Billing & OSS World

February 2013 - Data Hunger Is Powering a Telecom Boom - Investor Place

February 2013 - Three to sell 4G plans at the same price as standard - ZDNet

February 2013 - Big Data Challenge: 10 Tips for Telcos - Information Week

February 2013 - Verizon launches prepaid plans for 3G phones starting at $60 - CNET

January 2013 - Mobile data pricing: Australia vs. the world - Computer World

January 2013 - At $22 per GB, N. America is 2nd most expensive region for mobile broadband, study finds - Fierce Wireless

January 2013 - Competitors, Roles Changing For Telecom Marketers - MediaPost

January 2013 - SFR CEO: Mobile pricing nears danger level; but goes ahead with price cuts - Telecom TV

January 2013 - EE reduces 4G prices and unveils plan for data hungry users - Mobile News

January 2013 - Vodafone backs down on new data pricing plan after public backlash - Daily Telegraph

Telecom operators should provide better data experience - Citifm Online


December 2012 - How T-Mobile’s smartphone pricing could change the U.S. wireless industry - Gigaom

November 2012 - Know your limits as mobile data plans shift - The News Tribune

November 2012 - Who has the lowest pricing for mobile data? - TelecomsTech

October 2012 - EE's 4G pricing plans get thumbs down from mobile users - ITPro

October 2012 - Verizon subscribers give 'Share Everything' plans a boost - CNET

September 2012 - Starhub announce 4G mobile price plans - Today Online

August 2012 - T-Mobile brings back unlimited data plan - Yahoo! Finance

July 2012 - AT&T vs. Verizon: Who has the better shared data plan? - Firece Wireless

July 2012 - Verizon discontinues Unlimited Any Mobile pricing plan - Computer World

July 2012 - US mobile operators look for revenue gains - Total Telecom

June 2012 - Mobile data explores - Saudi Gazette

June 2012 - Verizon Wireless 'Share Everything' Family Data Plans Unveiled; Rivals May Follow - Huffington Post

June 2012 - Why Big Data Should Be A Boon For Mobile Marketers - Forbes

June 2012 - New Front Opens in Wireless Battle - Wallstreet Journal

May 2012 - Mobile-Phone Pricing Puts Pressure on Vivendi - Wallstreet Journal

May 2012 - Mobile data consumption rising - iTWire

May 2012 - Telcos Look to CEM to Garner Customer Loyalty and Longevity - MarketWatch

May 2012 - Verizon Wireless Sees End To Unlimited Data Plans on New Network - Wallstreet Journal

May 2012 - Wireless Carriers Chip Away at Phone Subsidies - Wallstreet Journal

April 2012 - Two-thirds of Americans unwilling to spend over $50 a month on mobile data - Engadget

April 2012 - Global mobile churn hits record high - Telecom Asia

March 2012 - Customers to pay more as mobile carriers end price war - Brisbane Times

March 2012 - Verizon's family data plans inching forward - CNET

March 2012 - Boost's new unlimited plan boasts 'shrinkage' for 3 phones - CNET

March 2012 - T-Mobile CMO: subsidized pricing hurts wireless competition, undermines hardware value - Engadget

March 2012 - AT&T Ends All-You-Can-Eat - Wall Street Journal

February 2012 - EU must protect consumers' from excessive roaming charges - The Parliment

February 2012 - More competition is key to cutting mobile roaming charges -

January 2012 - Should tiered data users receive promotions in 2012? -

Janury 2012 - AT&T ups wireless data plan pricing -

January 2012 - Africa's mobile pricing wars -

January 2012 - T-Mobile UK launches umlimited price plan -

January 2012 - Seriously, who buys tablets with wireless data plans? -

January 2012 - France Tel to stand firm on mobile pricing: CEO -

January 2012 - Fees often added to customer's payments -

December 2012 - A bad mobile experience will no longer be tolerated -

December2011 - U.S. teen mobile data usage triples -

December 2011 - What the AT&T - T-Mobile break up means for you -

December 2011 - Mobile data plan limits: How much can I downloand?

Decemebr 2011 - Verizon to disclose pricing plans for multiple devices -

December 2011 - Mobile commerce: five ways to improve the customer experience -

Novemeber 2011 - Carriers desperately seeking higher mobile data prices -

October 2011 - Seizing the potential of 'big data' -

September 2011 - AT&T harnesses data to improve customer experience -

September 2011 - The data buffet is open (grazing welcome) -

June 2011 - Flurry: Time spent on mobile apps has surpressed web browsing -

May 2011 - Verizon, Sprint lead customer satisfaction while AT&T, T-Mobile fall -

May 2011 - Sype-style calls force mobile carriers to adapt -

March 2011 - Mobile pricing rethink -

March 2011 - Smartphones soon to be majority, with growth driven by low cost devices -

March 2011 - Survey Reveals Nearly Half of Smartphone Users Blame Mobile Providers for Service Issues.

November 2010 - Mobile user experience trends on the horizon - UX Magazine

October 2010 - Build loyalty with a string mobile customer experience -

June 2010 - New iPhone, iPad limits: 2 GB won't get you far -

May 2010 - Cellphones now used for data than for calls -

Big Data: The Next Frontier for Innovation - Mckinsey & Company

Addressing "Big Data" Telecom Requirements for Real-Time Analytics - Heavy Reading

Enhancing Customer Experience within the Mobile Telecommunications Industry - Brunel University, Uxbridge

Mobile Data Usage Billing Trends - Connected Business Research

Gartner Predicts 2011: CSPs Must Rethink Business Paradigms to Meet Market Challenges - Gartner

Big Data: Harnessing A Game-Changing Asset - Economist Intelligence Unit

The Strategy and Tactics of Pricing

Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table

Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures

Pricing for Profit: How to Command Higher Prices for Your Products and Services

Pricing and Profitability Management: A Practical Guide for Business Leaders

The 1% Windfall: How Successful Companies Use Price to Profit and Grow

The Customer Experience Edge: Technology and Techniques for Delivering an Enduring, Profitable and Positive Experience to Your Customers

Customer Experience: Future Trends & Insights

Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits

What's the Secret: To Providing a World-Class Customer Experience

Trends in Mobile Technology and Business in the Asia-Pacific Region

The Cult of the Customer: Create an Amazing Customer Experience That Turns Satisfied Customers Into Customer Evangelists

Telecommunications Planning: Innovations in Pricing, Network Design and Management

CMO Council Contact
Donovan Neale-May
Executive Director
408-677-5300 x5333

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