Fiber optics
Telecommunications industry in transition - Fiber optics is seen as a key growth driver in the telecommunications business of the future.
Challenge of the industry
Fiber-optic companies find themselves in a highly competitive market environment. The DSL market is fiercely competitive. The competitive advantages of fiber as a technology over DSL require the use of intelligent product and promo mechanisms in addition to bandwidth. In addition, fiber companies are in some cases overbuilding an existing fiber footprint. Competition therefore takes place between fiber networks and not on fiber networks. However, those who succeed in wooing potential customers against the competition still have to overcome a number of hurdles before the connection is actually activated. Numerous process challenges and the inadequate use & processing of roll-out data as well as the duration of connection activation stimulate cancellation rates. In addition to the processes of data utilization and processing, established telecommunications companies and newly established fiber-optic companies lack suitable structures and efficient sales processes for successful fiber-optic business.
Another challenge in the fiber optic business is the complex technical characteristics and advantages of the fiber optic product that need to be explained and which require a special marketing approach. Resources with concrete FTTH know-how on such an FTTH-specific marketing approach as well as network expansion and operation are also very rare on the market.
In the long term, investments made in fiber optics must be safeguarded by efficient marketing and early retention and prevention of existing customers.
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Scope
Markt- und Kundenanalyse:
Datenbasierte Analyse des Wettbewerbs und der Kundenzielgruppe, Ableitung von Best Practices
Positionierung und Wertversprechen:
Definition einer wettbewerbsfähigen Positionierung und Ableitung kundenzentrierter Wertversprechen
Produktdefinition und Erlösmodell:
Entwicklung eines kundenzentrierten Produktportfolios, Definition der Erlöslogik, Bestimmung von Preispunkten
Berechnung eines detaillierten Business-Cases mit Umsatz- und Kostenprognose, Investitionsplanung, Cash-Flow Analyse und Rentabilitätsbetrachtung Betrachtung
Kommerzielle Machbarkeit:
Definition relevanter Marketingkanäle und Ableitung konkreter Marketingmaßnahme
Vermarktung:
Aufbereitung von Pitch-Deck Unterlagen basierend auf Projektergebnissen
Investorengewinnung:
Potential analysis & data competence:
area scorecard, data-based & tool-independent calculation of path lengths, data-driven marketing control
Commercial planning & control:
creation & review of business cases, budget planning from construction to sales, commercial control from pilot to rollout
Market models & competitive analysis:
development & evaluation of product portfolios B2C, B2B, Open Access & Wholesale, conception of intelligent promo mechanisms
Sales & Marketing:
New customer acquisition by means of multi-level marketing campaigns & cost-efficient channel optimization, existing customer management through prevention, retention and win-back
Operations & Processes:
Aufbau IT-Architektur & FFTH-Systemlandschaft, FFTH-Prozesse und Schnittstellen, Synchronisation von Bau & VertriebSetup of IT architecture & FFTH system landscape, FFTH processes and interfaces, synchronization of construction & sales.
Network planning & rollout:
concept for planning & expansion, recommendation tool landscape, digitization solutions in expansion
Growth opportunities
- Building successful new customer business and securing qualified leads with multi-level campaign logic and an efficient multi-channel mix.
- Mitigation of order decline after end of pre-marketing through lead generation,
-qualification & development from the start of pre-marketing until connection activation.
- In order to successfully implement Open Access, agreement is required among infrastructure providers to create a standardized procedure.
- By setting up a data model for cancellation prediction and establishing an end-to-end lead tunnel, construction and sales can be synchronized and cancellation rates reduced. und die Etablierung eines Ende-zu-Ende Lead-Funnels werden Bau & Vertrieb synchronisiert und Storno-quoten reduziert.
- Establishment and optimization of the FTTH organization, as well as standardization, digitization and automation of the FTTH process world.
- Securing existing customers and maximizing customer value by means of comprehensive marketing concepts using new portfolio mechanisms.
Our reference projects
Customer references and memberships
Unsere Grüne Glasfaser
Christoph Bleicher, Head of Marketing
"Together with Mücke Roth & Company, we were able to successfully realize potential in the automation of marketing processes in order to significantly relieve our team. From the very beginning, the MRC team showed a deep understanding of our challenges in the marketing process and worked with us to develop tailor-made solutions in the form of partial automation in community management and team organization. Thanks to the MRC team for the excellent cooperation!"."
Unsere Grüne Glasfaser
Christoph Bleicher, Head of Marketing
"Together with Mücke Roth & Company, we were able to successfully realize potential in the automation of marketing processes in order to significantly relieve our team. From the very beginning, the MRC team showed a deep understanding of our challenges in the marketing process and worked with us to develop tailor-made solutions in the form of partial automation in community management and team organization. Thanks to the MRC team for the excellent cooperation!"."
PŸUR Business
Mario Zöller, CTO HLkomm Telekommunications Ltd. – PŸUR Business
"Thanks to the energetic support of Mücke Roth & Company, we were able to successfully achieve our goal of a standardized and scalable end-to-end sales process through the development and implementation of a cloud-based Microsoft Dynamics CRM solution. In the role of project management & PMO, the Mücke Roth & Company team supported the system implementation from requirements elicitation, through design, development and user acceptance testing. Through fine-grained planning and detailed reporting, a smooth and quiet go-live was realized together with the interdisciplinary project team. We would like to thank MRC for the dedicated and team-oriented cooperation at eye level."
PŸUR Business
Mario Zöller, CTO HLkomm Telekommunications Ltd. – PŸUR Business
"Thanks to the energetic support of Mücke Roth & Company, we were able to successfully achieve our goal of a standardized and scalable end-to-end sales process through the development and implementation of a cloud-based Microsoft Dynamics CRM solution. In the role of project management & PMO, the Mücke Roth & Company team supported the system implementation from requirements elicitation, through design, development and user acceptance testing. Through fine-grained planning and detailed reporting, a smooth and quiet go-live was realized together with the interdisciplinary project team. We would like to thank MRC for the dedicated and team-oriented cooperation at eye level."
1&1 Versatel
Thomas Heyder, Chief Sales and Marketing Officer
"From strategic and conceptual consulting to implementation - Mücke Roth & Company supported us holistically in the development of a new product portfolio from ideation to launch. MRC keeps its promise: The team goes beyond conceptual design and accompanies the implementation in a competent, result-oriented and personally committed way. Many thanks for the great implementation!"
1&1 Versatel
Thomas Heyder, Chief Sales and Marketing Officer
"From strategic and conceptual consulting to implementation - Mücke Roth & Company supported us holistically in the development of a new product portfolio from ideation to launch. MRC keeps its promise: The team goes beyond conceptual design and accompanies the implementation in a competent, result-oriented and personally committed way. Many thanks for the great implementation!"
Whitepaper
23.06.2023
INVESTMENT-ABSICHERUNG IN GLASFASER-TELKOS
Erfolgsfaktoren für Private Equity Investments zur Erreichung operativer und finanzieller KPIs im Glasfasermarkt
23.06.2023
ERFOLGREICHE VERMARKTUNG VON GLASFASERPRODUKTEN AN BESTANDSKUNDEN.
Intelligente Konzepte für das Ausschöpfen des vorhandenen Potenzials im Kundenbestand
Start-ups aus unserem Portfolio
Wir schaffen Wachstum für unsere Kunden. Gemäß einer einfachen Formel: Strategie + Umsetzung = Wachstum. In unsere Arbeit bringen wir ein tiefgreifendes Verständnis digitaler Technologien, Geschäftsmodelle und neuer Arbeitsweisen ein. Damit eine Wachstumsstrategie nicht nur "auf dem Papier" erfolgreich ist, sondern messbar Erfolg bringt, begleiten wir unsere Kunden in der operativen Umsetzung und übernehmen Ergebnisverantwortung. Innovative Impulse für unsere Arbeit erhalten wir aus unserem Start-up Investment Portfolio.
Excerpt of our customers
Tom Ruthsatz
Principal and industry leader fiber optics
Tom is an expert in telecommunications and has led numerous projects in the fiber business in addition to stints in the telecommunications industry. Starting with business development for wholesale and open access, winning broadband tenders, CRM implementation and go-to-market of new players in the fiber market.
Mail: t.ruthsatz@muecke-roth.de
Tom Ruthsatz
Principal and industry leader fiber optics
Tom is an expert in telecommunications and has led numerous projects in the fiber business in addition to stints in the telecommunications industry. Starting with business development for wholesale and open access, winning broadband tenders, CRM implementation and go-to-market of new players in the fiber market.
Mail: t.ruthsatz@muecke-roth.de
