independent, publicly-traded cellular operator asked Marconi Pacific to
help develop a strategy and a business plan for offering multiple
communication services beyond cellular service.
combined existing customer and market research with new, targeted
research to understand demand for bundled services, pricing options,
operational requirements and brand strength of the client versus the
competition. We built profiles of major competitors and potential
entrants and summarized relevant implications of regulatory issues.
Working with the client team, industry specialists and vendors, we
defined technical options for long distance, local resale and unbundled
elements, Internet access, paging and alarm systems. We also explored
the changes required in key operational processes (sales and marketing,
billing and customer service) for adding the new services.
integrated the research and analysis to build a detailed business
model. The operational aspects of the plan included organizational
charts with individual head count additions, direct sales staff quotas
for new services, commission structures and timing of payments, product
pricing and bundle discount options, switch configurations, T1
connections and timing of line additions. Financial outputs included
revenue, COGS, operating cash flow on an overall basis and on a
product-by-product basis, key sensitivities and capital expenditure
projections and timing.