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Growth Strategies in the Tunisian Market Robert LEE Commercial Director

Growth Strategies in the Tunisian Market Robert LEE Commercial Director. The Beginning. Tunisiana is a relatively new entrant (2.5 years) In March 2002, OT won the award for the second GSM license in Tunisia for US$ 454 million

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Growth Strategies in the Tunisian Market Robert LEE Commercial Director

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  1. Growth Strategies in the Tunisian MarketRobert LEECommercial Director

  2. The Beginning • Tunisiana is a relatively new entrant (2.5 years) • In March 2002, OT won the award for the second GSM license in Tunisia for US$ 454 million • OT entered into a joint venture agreement with Wataniya Telecom of Kuwait in October of the same year • Network launched in December 2002 under the brand name of Tunisiana

  3. Tunisia has one of the Arab world’s highest development indicators: A large middle class High average incomes At EOY 2000, the Tunisian mobile network <100,000 customers, which represent 1% of mobile penetration By way of comparison, nearby Morocco – a more modest economy had over 10 times the number of subscribers Tunisia unique opportunity

  4. Window of opportunity for growth 230% Tunisian Market Penetration Market Penetration rate % Market penetration has accelerated rapidly since Tunisiana launch and is moving quickly to maturity

  5. Market Share Evolution

  6. Launch Phase • Coverage at launch 20% launch versus competitors 96%. • Delayed deployment allowed competitor to make sales where we were not present. • Effective Network of distributors, over 500 POS, Company owned CDS. (Centre de Service). Sales team to address Corporate. • Launched with standard post paid and prepaid offerings.

  7. The Launching Campaign GOAL: To create close link with every day Tunisians

  8. The Launching Campaign

  9. Brand Building Phase - Innovation • Innovative products • Tasshil, 40% down & three mthly payments of 20%. • Call and Control, mthly postpaid type plan with fixed expenditure. • Mobile office • International SMS • Sponsorship & Advertising • Very important for Brand establishment • Customer Call Center • First time in Tunisia 24h/7 care.

  10. Brand Building Phase –Setting the standard in Advertising and events

  11. Tunisiana Today • Coverage now at 99%. • Distribution well established and effective. • New segmented portfolio of products. • Competitive on all levels.

  12. “It’s your choice: with Tunisiana Awal” “Available and accessible for everybody” Recharge for only 5 DT Connect for only 5 DT Weekend and off peak rates Lowest price off peak Up to 50% bonus on monthly consumption On net calling prices Lower prices for International Awal Prepaid Carta+ “My life has changed with Tunisiana” Up to 50% bonus on monthly consumption No monthly fee Unique new mobile offer BEST PRICES on all calls Awal Postpaid The Future - New segmented offer portfolio “Business Solutions” Postpaid and Prepaid No monthly fee BEST PRICES on all callsVery low price/min Enterprise volume discount Business

  13. Tunisiana Summer TVC Summer clip

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