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Point of Sale Digitalisation and Multichannel Focus, Keys for TELCOs to Compete

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SOURCE Indra

MADRID, February 10, 2014 /PRNewswire/ --


  • According to a study prepared by Indra's consultancy division, operators must implement selective and digital multichannel mechanisms capable of increasing customer satisfaction and minimising total customer attraction costs
  • It is estimated that between 2008-2012, European operators lost up to €12,000M in profitability, while new agents such as Google and Microsoft capture 35% of Telco business
  • "Full access" at the point of sale, ubiquitous and individualised service, and greater multichannel synergies are some of the key points for addressing this evolution

The evolution of sales and service channels towards a digitalised and multichannel model comprise the base of the retail focus for European Telcos to be capable of boosting their profitability and ensuring their survival. This is documented in the study prepared by Business Consulting, Indra's consultancy division, titled "Quantum Retail: Digitalisation and Multichannel Aspects for the Sales and Customer Service Channel Strategies of Telcos". This document analyses the strategies that Telcos must follow to face the digital changes in the market and the new purchasing dynamics of existing customers with the aim of balancing the drop in revenue generated by traditional mass consumption products.

As the report states, saturated Telco markets -such as Europe -currently face truly complicated challenges to guarantee their survival. The lower market potential due to high penetration rates, customer turnover towards new low-cost operators, reduced voice traffic demand or the unfavourable regulatory framework are some of the factors that are leaving their mark on operator income statements through significant drops in EBITDA margins.

The report makes note of the data collected by various studies that are alerting the EBITDA challenges being faced by European operators. It is estimated that between 2008 and 2012, European operators lost up to €12,000 million in profitability, and EBITDA margins have dropped approximately three percentage points each year. In addition, new agents such as Google and Microsoft are capturing 35% of the Telco business.

To face these challenges, Indra experts have established a new Telco retail focus in parallel with quantum theory. In other words, it is essential to evolve and exist in a variety of forms concurrently so the limits between channels are reduced to a minimum in order to attract, captivate, and ultimately transform visits into sales.

To read the complete informationhttp://www.indracompany.com/en/noticia/point-of-sale-digitalisation-and-multichannel-focus-keys-for-telcos-to-compete

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