The TDC and Huawei Managed Services Strategic Partnership
Typical of a mature market, Denmark's telecommunications market is characterized by the ubiquitous use of mobile services and devices. This means that the ability of incumbent operator TDC to differentiate through a servicecentric operational model is pivotal to its success.
Central to TDC's growth in recent years has been its multibrand strategy, which incorporates services via its core brand as well as via MVNOs and its market-leading TV brand, YouSee. This strategy has enabled TDC to offer products to multiple groups of customers, while avoiding direct price competition with rivals. The multibrand focus has formed part of a successful consumer strategy of enhancing its multiservice offering of voice and broadband to any device, in the home and on the move, and is directly relevant in a market that boasted a 52% smartphone penetration at end-2012.
This strategy can continue to work only if TDC is able to provide a seamless service that supports highquality voice and data services and unrivaled 4G coverage. Only a marketleading network can ensure TDC's continued market dominance: It needs a substantial network transformation, resulting in an improvement in the capacity and coverage of its 3G and 4G networks and a repositioning of its performance indicators. It must shift away from a pure focus on network quality and instead measure how it stacks up to its competitors in terms of service quality and its understanding of its customers.
The fact that in recent years TDC's competitors have invested heavily in network-expansion programs illustrates the need for its own deeper operational transformation.
Table of Contents:
4 Searching for growth in a mature market
4 Transforming from a network-centric to a service-centric model
5 Strategic alignment of TDC and Huawei
6 Providing Denmark's best network through transformation
6 Delivering customer - and experience-centric managed services
7 A complex transition
8 Using KBIs and KQIs to enable continuous improvement
8 Evolving managed services
8 Value creation
9 Strategic alignment
9 Continuous improvement