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FINAL Vodafone Prezi

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Greer Ambrose

on 26 October 2013

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Transcript of FINAL Vodafone Prezi

1.0

The Vodafone Growth Strategy - Overview
Growth Strategy
Challenges
Existing Wi-Fi Hotspots
$25.9Bn
1.2
The Product
1.3
The Target Market
1.1
The Micro/Macro Environment
18-34 Year Olds
Small Business
Voda
FON
e
(2016-2017)
INDUSTRY
23%
46%
31%
Market Share (Deloitte, 2013)
Stage 1
Stage 2/3
DRIVERS
Disruptive Technology
NBN Rollout
Customer Dissatisfaction
Consumer Behaviour - Freedom Seeking
Regulation - loop holes in Wi-Fi licensing
https://maps.google.com.au/maps/ms?msa=0&msid=217704676718307575779.00048a3815dfe97bcd3a7
Existing 4G services
ISP BACKLASH
Market Size
New Product Development - Market Growth
Y6.
Competitive Landscape
2.2
Value Proposition 2
2.3
Value Proposition 3
2.1
Value Proposition 1
2.0
The Vodafone Growth Strategy - Value Propositions
3.2
Stage 2
3.3
Stage 3
3.1
Stage 1
3.0
The Vodafone Growth Strategy - Staging
8.6M
Voda
FON
e
members
Market Size
New Product Diversification - Market Growth
Y6.
9.1M Non-Vodafone members
Year 1.25
Year 1.5
Year 2.25
Year 1
Year 0.75
Expected Growth
Launch 2.0
Target - Travelers to Australia
Launch 3.0
Target Small Business Customers
Procurement
Establish Partnership with Fon - with Exclusivity [AUS]
Launch
Approach Customer Advocates
Negotiate license with ISP's to facilitate infrastructure Piggy Backing
at 40-50% of Revenue
at a total of 10-15% of Revenue
Re-Brand to
Voda
FON
e
at a cost of 10% of Revenue in Y1-2
at a cost of 5% of Revenue in Y3-Y6
Promotion through Collaborative Communities
Bundling FON products with existing plans for new customers
Year 2
Expected Growth
Partner with:
Travel Agents/Tours - Contiki
Backpackers
Budget Motels
Advertising
Guerrilla Advertising
Pop Ups in airports
Target - Non-Vodafone Customers
Promotional FREE Hotspot time using the Fon Wi-Fi Network to encourage continued use.
HOW
How
Through compulsory Membership - offered via VodaFONe App.
***insert -> pricing diagram
Partnerships with:
Westfield Shopping Centres
WesFarmers and Woolworths
Musical Festivals
Lock in:
How
B2B selling using the growing Fon customer base as incentive.

Offer net revenue % shares for FON passes used at the SB's Hotspot.

Marketing Partnerships with SB's to encourage increased walk-in traffic.
.005M
Voda
FON
e
members
4.2
Revenue Projections
4.3
Net Present Value
4.1
Market Projections
4.0
The Vodafone Growth Strategy - Revenue & Market Projections - Net Present Value
Share a little Wi-Fi and unlock your mobile:

Reduce their phone bill by utilizing Wi-Fi hotspots instead of 3/4G;

+9.1M additional free Wi-Fi hotspots
expected by Y6 in Australia;

An estimated 30M free Wi-Fi
hotspots globally by Y6!

Unlock your mobile device and break free from Telstra or Optus with access to FON's local and global Wi-Fi network:

Anywhere;

Anytime;

As needed.

Meet customers needs and enhance revenues by sharing;

Increasing walk-in traffic;

Encouraging time spend in-house;

Offering enhanced communication options.

1.0

2.0

3.0

4.0
Vodafone Growth Strategy
Vodafone Growth Strategy - Overview
Vodafone Growth Strategy - Value Propositions
Vodafone Growth Strategy - Staging
Vodafone Growth Strategy - Market & Revenue Projections and Net Present Value

Greer AMBROSE
Yisi CAO
Marjolijn JIMMINK
Yichao LIAO
Terry SAVIDIS
Youth
Market Size
5.4M Australians
Recruitment Method
Understand the segments lifestyle - Know what to say.
Speak the language - Know how to say it.
In their environment. – Know where to say it.

(Lifelounge, 2003)
67% of this market say "face to face" is the preferred method of communication.
Travelers and Freedom Seekers
14M Individuals
18-34 Year Olds
Market Size
Recruitment Method
Create Collaborative Communities of like minded people.
2.04M Small businesses
Growth
3.1% per annum.
Values & Attributes
Seeking increased walk in traffic.
Seeking in-store offerings to combat online shopping (at low costs).
Market Size
Y6.
0.5M
Voda
FON
e
SB members
Using third degree pricing discrimination - Discrimination based on date of adoption
Gaps in competitive landscape
250,000 - 300,000 Targeted SB
New Product Diversification Market Growth
Do this through partnerships and special events
Y1.
1,195
Voda
FON
e
members
Y3.
184,000
Voda
FON
e
members
Y6.
9.1M
Voda
FON
e
members
8.6M
Voda
FON
e
members
0.8M
Voda
FON
e
members
Y1.
Y3.
Y6.
Launch 3.1
Internal Core Competency Growth
Move into becoming a Home Broadband ISP -> including providing a FON capable router.
Look to license New Router Technology to on sell to FON through established partnership. (See: Stanford Technology 2013)
$253.9M
6,765 customers
1.1M
18.2M
Utilizing : WOM
NPV.
Y0.
Focus
Business
Customer Value/Retention
New Focus
FREEDOM
through WI-FI hotspots
Vodafone Strategy
(2013)
Differentiating through its investment in its network and services.

Delivering unified communications to current markets while enhancing consumer and enterprise customer experience

While targeting the youth and freedom seekers.
The core strategy aims to deliver consistency through:
With FON Alien customers can...
With FON Vodafone customers can...
With FON SB customers can...
EXIT Strategy
CAN IT
at no cost...
8.6M
4.3M
0.88M
12.8M
6.1M
$167,190
$2.2M
$73M
$656.0M
$855.0M
$32,100
$14.2M
$89.1M
$152.2M
$198.5M
Presentation
Presentation Slides: ALL
Presenters: Marjolijn Jimmink, Greer Ambrose & Terry Savidis
Micro/Macro Environment Analysis: ALL
Consumer Segments: Yisi Cao, Yichao Liao, Greer Ambrose
Competitor Analysis: Terry Savidis & Marjolijn Jimmink
Internal Analysis: Yisi Cao
Financial Model: Marjolijn Jimmink, Greer Ambrose
Financial Data: ALL
Strategy - Staging: ALL

Bibliography
Stage 1.
Stage 2.
Stage 3.

Ambrose, G. 2013, Presentation 1 – Vodafone (IBUS6012), University of Sydney, at Sydney University, 25th September.

Arrington, M. 2011, ‘The Moment of Truth For Airbnb As User’s Home is utterly Trashed’, Techcrunch.com, viewed 3rd October 2013, <http://techcrunch.com/2011/07/27/the-moment-of-truth-for-airbnb-as-users-home-is-utterly-trashed/>

Barney, J.B. 1991, ‘Firm resources and sustained competitive advantage’, Journal of Management, Vol. 19, pp. 99-120, viewed 25th September 2013.

Brimo, A. 2012, Vodafail, Vodafail.com, Australia, viewed 3rd October 2013, <http://www.vodafail.com/>

Bocheck, M. 2012, ‘How Top Brands pull customers into Orbit’, Harvard Business Review, viewed 24th September 2013, < http://blogs.hbr.org/2012/03/how-top-brands-pull-customers/>

Burrowes, T. 2013, ‘Virgin Mobile Grows Up with reband focused on hanging onto customers’, Mumbrella, viewed 28th September 2013, < http://mumbrella.com.au/virgin-mobile-keeps-it-in-the-brand-family-with-perks-push-171627>

Chesky, B. 2011, ‘On Safety: A Word from Airbnb’, TechCrunch.com, viewed 3rd October 2013, <http://techcrunch.com/2011/07/27/on-safety-a-word-from-airbnb/>

Christensen, N. 2013a, ‘Vodafone launches campaign aimed at countering doubts over network’s poor quality’, Mumbrella, viewed 28th September 2013, <http://mumbrella.com.au/vodafones-new-campaign-self-deprecating-or-admission-of-poor-service-150066>

Deloitte Digital Disruptive Technologies – once a buzz now a necessity, 2013, Deloitte, South Africa, viewed 08 September 2013, <http://www.deloitte.com/view/en_ZA/za/services/deloitte-digital/index.htm>

Taylor, J. 2013, ‘Vodafone Australia records AU$800m loss’, ZDnet.com, viewed 28th September 2013, <http://www.zdnet.com/au/vodafone-australia-records-au800m-loss-7000011807/>

Why Should you Cannibalize your Company, HBR IdeaCast, Harvard Business Review, Harvard, 21st November 2012, viewed 08 September 2013, <http://blogs.hbr.org/2012/11/why-you-should-cannibalize-you/>
Full transcript