GIIF PROJECT DEFINITION

SUBJECT: ISDN strategy when customers migrate to broadbandte to broadband

REF:

PROJECT LEADER: Geir A. Sivertsvik	DATE: 01.04.2003
TEL NO.: +47 90177686	EXPECTED DURATION: To Be Determined
E-MAIL: geir-arild.sivertsvik@telenor.com

PROJECT TEAM:
PROJECT SCOPE / OBJECTIVES:
What can be done to keep customers on ISDN when they migrate to broadband ? Many suffer from the misconsumption that ISDN is a purely sspeech oriented service, and wants to get rid of it after installing ADSL. How to prevent this. Pricing Structure. Main issues: 1. Price o BigDifference in subscribtioner prices ADSL over PSTN Vs. ADSL over ISDN. o Large fee on converting adds to the cancellation of subscriptions. 2. Product o New “drivers” (e.g.: products and applications) must be developed to stimulate/increase demand 3. Distribution o Many incumbent operators lack the internal incentives that need to be there, in order to keep working for ISDN. 4. Market-Communication o ADSL is being marketed without consideration for ISDN. o Poor efforts by sales representatives without the right arguments for ISDN/PSTN Proposed Measures: 1. Price o Offer ISDN at the same subscription price (or close to) as PSTN for those customers (and oly those) who buy or hve bought ADSL. Differentiated wholesale price on ADSL depending on telephone subscription ? o Converting-Fee on ISDN to PSTN ? o ISDN XXL : Pre-paid unlimited use during weekends ? 2. Product o Mobile-phone fraom home-roaming via ISDN - Homezone (bluetooth) o ISDN Telemetry ? / Continuous power metering ? o Alarm systems / Light and heat control o Door calling system transferred to voice-mail when out ? 3. Distribution o Make sales people earn a bonus for selling/keeping ISDN ? 4. Market Communication oGive attention to the benefits of ISDN together with ADSL, also in ADSL advertising and marketcommunication. voice-aspects in the fixed network. Ovedproblemstillinger oFor ADSL customers Voice is better over ISDN than IP voice over ADSL. VOIP “kills” your broadband! •Pris –Stor differanse i abonnementspris ADSL/PSTN og ADSL/ISDN –Høy ”konverteringspris” stimulerer til bortfall av abonnement •Produkt –Nye drivere (les; produkter og funksjonalitet) vil/for å stimulere etterspørselen etter ISDN •Distribusjon –Mangler insentivsystem for at Telenor Norge skal prioritere å jobbe for å beholde ISDN/PSTN •Markedskommunikasjon –ADSL markedsføres uten tanke på ISDN –Fravær av aktiv og attraktive argumenter rundt ISDN/PSTN i kundefront tiltak •Pris –Differensiert videresalgspris ADSL avhengig av telefonabonnement? –Egen konverteringspris ISDN–PSTN? –Egen flyttepris hvis kunden overtar KS-funksjoner? –ISDN XXL: forhåndsbetalt fri bruk helgedager? •Produkt –Mobilaksess til fastnettet –ISDN Telemetri? –Kontinuerlig måleravlesning –Alarmer og varsling –Lys og varmestyring –Dørklokke og personsvar? •Distribusjon –Vurdere å etablere insentivsystem for Telenor Norge? •Markedskommunikasjon –Profilering av fastnett tale
REQUIRED PROJECT OUTPUT:
WORK BREAKDOWN STRUCTURE	TARGET DATE:	RESOURCES:

SUPPORTING DOCUMENTATION:	ISSUED BY:
	Telenor

NOTES: