IISF MARKETING TASK FORCE

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IISF - MARKETING TASK FORCE
Task Force Team Members Monica Swanson SNT
Ted Smith BT
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IISF - MARKETING TASK FORCE
What was the Task Force asked to do? 1. Survey
Carriers 2. Gather Ideas 3. Information on
Campaigns
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IISF - MARKETING TASK FORCE
Excuse slide
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IISF - MARKETING TASK FORCE
Presentation Agenda Review of the
year Opportunity Case Study - BT Calling Card
Initiative Survey Responses Survey
Analysis Summary
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IISF - MARKETING TASK FORCE

• The Task Force has aimed to build upon the 4
  principles, which were set out at last years
  forum.
• Encourage Promotion of IFS to global corporate
  companies
• Emphasise on virtual presence world wide
• Identify new customers based on inbound IDD
  traffic
• Use of Business Cases for training and sales
  teams
• It was considered that these 4 principles could
  be used for all types of telephony products.

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IISF - MARKETING TASK FORCE
Refresh 2004 Survey Results
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Case Study The re-launch of a Internal Calling
Card for BT People on the move.
Following the previous years 40 decline in
calling card minutes, it was felt that some
radical actions were required to re-educate
Middle England as to the benefits of calling
cards, when away form base. The mobile telephone
has become the vehicle of choice for many people
as it is seen as convenient and cost effective,
when you are not paying the bill! Internal
market research indicated that indicated that
100 of business travellers took a mobile but
also 40 of all BT people took and used a
personal mobile on vacation. Only 5 of people
interviewed considered a calling card as an
essential piece of kit.
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IISF - MARKETING TASK FORCE
Overall - no budget had been allocated to support
the BT card products for 4 years, even then it
was a small amount, which covered re-prints
of literature. What did we do? Looked at the
market and divided into segments Corporate
SME Consumers Internal BT Users
Business Business Then we looked at the
decline rates 20 25 40
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IISF - MARKETING TASK FORCE

• Some Metrics
• BT has gt100k employees world wide and UK gt 90K
• Over 12k Home workers
• Over 15k calling cards issued to UK employees.
  Note!
• BT pays Vodafone gt 10m per annum for mobile
  minutes for
• BT people. This is cash leaving the business! Not
  good for cash flow!
• Barriers
• Calling cards are seen as non sexy, too many
  digits to dial
• Mobile is seen, by some sales managers, as
  essential business tool
• Access Restrictions have switched off many BT
  travellers
• Seen as a high cost alternative - same cost as
  the Consumer offering

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IISF - MARKETING TASK FORCE

• We developed a 4 phase plan
• 1. Gain Senior Manager buy in - from Group
  Financial Officer! to
• Divisional CEOs
• 2. Minimise mobile calling - specially roaming
  and IDD
• 3. Promote the benefits of using the card from BT
  Products - education
• 4. Removed the barriers - where we could!

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IISF - MARKETING TASK FORCE

• Calling cards are seen as non sexy, too many
  digits to dial
• a) Offered a simplified product with product
  linked to Employee ID
• 2 Mobile is seen, by some sales managers, as
  essential business tool
• a) Still fighting, but in some instances, any
  individual spending
• gt40 per month is asked questions!
• 3. Access Restrictions have switched off many BT
  travellers
• a) Issued in-depth guidance on restrictions.
  Gave training to CS team
• 4 Seen as a high cost alternative - same cost as
  the Consumer offering
• a) Reduced internal cost to IDD prices - this
  is an inter business cost!

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IISF - MARKETING TASK FORCE
Key Points Senior Manager Buy In Essential -
business case stacked up to reduce the mobile
spend This was supported by Divisional CEOs and
BT Main Board Promotional activity A small
budget was found 20K E-mails to all existing
card holders - free E-mails to all BT people -
claiming the benefits - free Targeted campaign at
high spend mobile low spend card users Posters,
Tent cards Leaflets in all major BT Buildings -
6K Rapid access solution - bulk loading of
accounts - 11k Intranet advertising Regular
e-mail briefings
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IISF - MARKETING TASK FORCE
Results 2004/5 Despite the massive decrease in
call costs lt100 - internal spend stayed flat in
2004/5 Minutes increased by a factor by 20 -
mainly IDD and HCD - use from Payphones
increased 2005/6 Progress to date - 100K ahead
of revenue targets Minutes are 23 ahead of
target
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IISF - MARKETING TASK FORCE
Moral of the Story Marketing and Promotion
works - just look at the adverts for
mobile! Your own people can act as ambassadors
explaining the benefits Why not consider giving
your people a little benefit? Future An
employee HCD prepaid calling card with
competitive rates, issued via internet web
site An option to take on account management for
corporate card users offering a similar designed
product with BT people working for the user.
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Marketing Task Force Is it worth forming a 2006
Marketing Task Force? If so, what topics would
you like covered?
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Thank You