Mobile operators in a recession: coping strategies and lessons

As the global economic crisis takes hold, there are growing concerns over which industries or sectors of the economy are best able to weather the storm. We set out to find out what the impact has been on mobile network operators (MNOs) around the world.
Table of Contents :
Executive summary

In a nutshell
Ovum view
Mobile telecoms is resilient
How the economic downturn has hit MNOs
The mobile industry is not completely immune
Foreign exchange fluctuation
Business cutbacks
Unemployment
Exodus of migrant workers
Declining remittances
Fewer tourists
Fall in government revenues
Consumer confidence
MNO lessons
MNOs still need to get the basics right
Be corporate, in the classic sense
Plan ahead
Evaluate risks
Cut costs
Manage cash flow
Be bold and convincing about price increases
Treat the customer as king
Retain and understand customers
Provide customers with value for money
Pamper your business customers
Maintain marketing push
Don’t lose sight of what’s important
Ramp up usage – both voice and data
Protect the ‘crown jewels’ – voice revenues
Beware of the ‘data revenue’ trap
Partners have a role
Don’t take handset suppliers for granted
Don’t push dealers too hard
Keep an eye on external forces
Watch out for the government
Regard technology as both friend and foe
Beware of ‘minority’ standards
Innovation assures the future
Regional analysis: North America
Economic outlook
Market overview
Noticeable slowdown in connections growth, but no decline
Financial performance slows, but still better than most markets
Coping strategies
Prepaid growing in the US
Data catching up with the rest of the world
Unlimited plans become more common
Managing your own churn – and making the most of Sprint’s churn
Bringing the mobile home
Thinking (and connecting) out of the box
Case study: AT&T focuses on data
Regional analysis: South & Central America
Economic outlook
Market overview
Subscriber growth continues unabated
Strong financial growth continues
Coping strategies
Boost usage in heavily prepaid markets
Focus on post-paid – and even SIM-only
Seize the data opportunity
Get the basics of a maturing market right: manage churn and promote value
Boost synergies with equipment standardisation and network sharing
Case study: Vivo Brazil
Regional analysis: Asia-Pacific
Market overview
High-level view of negative economic impacts
Businesses cutting spending first, followed by consumers
Prepaid hit as overseas workers exit
Forex movements create havoc
Roaming revenues retreat
Lower inflation brings benefits
Impact of recession
Japan: impacts offset by one-off gains from industry restructuring
Taiwan: aggressive competition causes revenue contraction
Hong Kong: falls in international roaming lower margins
Australia: impact begins late in 2008
Singapore: biggest risks are the exit of foreign workers and reduced roaming
Thailand: economy hitting mobile roaming and consumer confidence
New Zealand: impact still minimal
Coping strategies

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