The modern-day telecommunication services industry is facing a broad landscape of significant business challenges. Over the decade spanning from 2010 to 2021, the industry lost one third of its starting value, more than 14 billion euros. This downturn can be attributed to the heightened and escalating competition within a tightly regulated market, which resulted in a widespread reduction of prices without a corresponding increase in customers. Notably, prices in Italy fell by 28.5% between 2014 and 2023.
To stay competitive, companies like Vodafone are compelled to pivot towards customer-centric strategies, transitioning from conventional single-product offerings to comprehensive bundles of products and services.
The ‘Data-Driven Customer Value Systems’ project was conceived as a response to these pressing industry challenges. Our role encompassed a comprehensive examination of the Industry and Market, and the development familias & personas with a specific lens on the 18-30-year-old customer segment, to gain profound insights into customer behaviors, thereby establishing the foundation for innovative service proposals.
After conducting in-depth analyses, leveraging on Innovation Management models, we established a framework to develop innovative services proposals that accounted for factors such as barriers to entry, possible sources of competitive advantage, key resources & capabilities, and expected marginalities. This comprehensive approach enabled us to craft four innovative service proposals designed to address specific customer needs while being strategically valuable for Vodafone: “Vodafone Study Club”, “Vodafone Wellbeing”, “Vodafone Community”, and “Vodafone Energy”