Prioritize, simplify, streamline. It is the key words for Telenor’s strategy going forward, as ceo Sigve Brekke presented on the company’s capital markets day on Thursday.
” We face a huge upheaval in relation to the expertise we need and how we communicate with our customers. It won’t be easy, but I think we are prepared, ” said Brekke.
Need to cut costs
Telegiganten face competition from several quarters and had in the fourth quarter of last year, an operating profit of 10.8 billion, which is marginally weaker than the year before.
the Goal is to reduce costs by 1-3 per cent a year. years forward to 2020.
Sales, marketing, and personnel accounts for nearly half of Telenor’s expenses.
Reductions are inevitable
A measure to cut down on the cost of staffing, comes first and foremost in customer service and sales.
the Goal is to reduce the number of calls to kundesentrene by 80 per cent by 2020.
When the traffic to kundesentrene goes down, we need fewer agents to work there. The other bit is in sales. Now, when we should drive sales digitally, we do not need to have the same staffing levels in stores. Reductions in the number of employees is inevitable, ” says Brekke.
Data about you and me
Telegiganten bet on the fact that the app MyTelenor to take over too much of the kundesentrenes job, so that customers will be self-contained.
in Order to market to both existing and new customers wagering, the company advanced computer technology.
With the acquisition of Tapad get Telenor access to data about you and me, as we put from us on sites like Facebook and Youtube.
– Tapad works with several online companies, which provides Telenor valuable customer data. We can combine the data from the different partners and get suddenly access to a vast wealth of data about the customers, ” says Brekke.
On the way, the company can personalize the marketing, and reach you via digital channels.
Have no numbers yet
On the question whether Telenor has any figures on how many who will have to go, answer Him that they do not currently have a specific number or target.
This is a part of the digital journey and so far we have no numbers.
Cut in IT operations
Telenor will also reduce costs by centralizing the organization in clusters across the national borders.
today, we use 20 percent of your earnings on IT. By launching global and regional IT operating models, we do not need as many to operate nettverksplattformene in each country, ” says Brekke.
on the other hand need the company new expertise in the field of software, dataanlyse and artificial intelligence.
– so Far, we have been the only voice, sms and mms. Now we shall also take any positions on digital products. Then, we need to acquire this competence, ” says Brekke to Aftenposten.
No clarification in India
Many had expected a avklaringen on the situation in India, where Telenor in a long time have lost money. But Telenor has not yet found a solution.
– We have not found any good langtidsløsning in India, ” says Brekke.
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