Appendix to Data Input Workbook Mobile_GCB_2012_20120125

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Mobile Benchmarking Appendix to the Data Input Workbook for Participating Operators GCB 2012 Berlin, January 2012 24.01.2012 Appendix to Data Input Workbook Table of contents 1 1.1 1.2 1.3 2 3 4 5 6 7 7.1 7.2 8 8.1 8.2 8.3 8.4 8.5 8.6 9 9.1 9.2 10 Introduction ..................................................................................................................................5 Scope ................................................................................................
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    24.01.2012   Mobile Benchmarking Appendix to the Data Input Workbookfor Participating Operators   GCB 2012   Berlin, January 2012  Appendix to Data Input Workbook Global Competitive Benchmarking  – Appendix to the Data Input Workbook 2 Table of contents   1   Introduction ..................................................................................................................................5   1.1   Scope ........................................................................................................................................5   1.2   Guidelines ................................................................................................................................5   1.3   Golden Rules ............................................................................................................................6   2   Overview of Cost Types ..............................................................................................................8   3   Customer Segmentation .......................................................................................................... 13   4   Sheet „B - Contact Information‟ ............................................................................................... 14   5   Sheet „C - Total Cost Overview‟ ............................................................................................... 15   6   Sheet „D - Revenues‟ ................................................................................................................ 16   7   Sheet „E1 - Indirect Costs - Network‟ ...................................................................................... 20   7.1   Network Reference Structure .............................................................................................. 20   7.2   Network Activity Definitions ................................................................................................ 20   8   Sheet „E2 - KPIs - Network‟ ...................................................................................................... 29   8.1   Usage KPIs ............................................................................................................................ 29   8.2   Access Network Infrastructure ........................................................................................... 32   8.3   Core and VAS Infrastructure ............................................................................................... 36   8.4   Transmission Infrastructure ................................................................................................ 36   8.5   Network Quality and Coverage ........................................................................................... 37   8.6   Power Consumption ............................................................................................................. 38   9   Shee t „F1 - Indirect Costs - Sales‟ ........................................................................................... 39   9.1   Sales Activity Overview ....................................................................................................... 39   9.2   Sales Activity Definitions ..................................................................................................... 39   10   Sheet „F2 - KPIs - Sales‟ ........................................................................................................... 47   10.1   Sales KPIs by Channels .................................................................................................. 47   10.2   Customer Base ................................................................................................................. 48   10.3   Other Sales KPIs .............................................................................................................. 49   11   Sheet „G1 – Indirect Costs  –   Marketing and PD‟ .................................................................... 51    Appendix to Data Input Workbook Global Competitive Benchmarking  – Appendix to the Data Input Workbook 3 11.1   Marketing and PD Activity Definitions ........................................................................... 51   12   Sheet „G2 – KPIs  –   Marketing and PD‟ .................................................................................... 53   12.1   Advertising Spend............................................................................................................ 53   12.2   Product Management and Development........................................................................ 54   12.3   Roaming and Interconnection ........................................................................................ 55   13   Sheet „H1 – Indirect Costs  –   Customer Management‟ .......................................................... 57   13.1   Customer Management Activity Definitions .................................................................. 57   14   Sheet „H2 – KPIs  –   Customer Management‟  ........................................................................... 61   14.1   Activation .......................................................................................................................... 61   14.2   Billing ................................................................................................................................ 61   14.3   Credit & Collection ........................................................................................................... 61   14.4   Customer Service Center ................................................................................................ 62   14.5   CRM ................................................................................................................................... 64   15   Sheet „I1 – Indirect Costs - IT‟ .................................................................................................. 66   15.1   Defining the Split between IT and Network ................................................................... 66   15.2   Overview of IT Building Blocks in the GCB definition ................................................. 67   15.3   IT Activity Definitions....................................................................................................... 67   16   Sheet „I2 – KPIs  –   IT‟ ................................................................................................................. 75   16.1   Applications ...................................................................................................................... 75   16.2   Enterprise IT Infrastructure ............................................................................................. 76   16.3   Internal IT Infrastructure .................................................................................................. 77   16.4   Shared IT Infrastructure .................................................................................................. 78   16.5   Power Consumption ........................................................................................................ 78   17   Sheet „J1 – Indirect Costs  –   Support and Overhead‟ ............................................................ 79   17.1   Support and Overhead Activity Definitions ................................................................... 79   18   Sheet „J2 – KPIs  –   Support and Overhead‟ ............................................................................ 85   18.1   Total Workforce ................................................................................................................ 85   18.2   Handset Supply Chain ..................................................................................................... 85   18.3   Facility Management ........................................................................................................ 86    Appendix to Data Input Workbook Global Competitive Benchmarking  – Appendix to the Data Input Workbook 4 18.4   Power Consumption ........................................................................................................ 87   19   Sheet „K –   Subsidies and Commissions‟ ............................................................................... 88   19.1   Subsidies and Commissions Activity Overview ........................................................... 88   19.2   Subsidies and Commissions Activity Definitions ........................................................ 88   20   Sheet „L –   Other Direct Costs‟ ................................................................................................. 91   20.1   Trading Goods .................................................................................................................. 91   20.1.1   Spend by Category ........................................................................................................................................ 91   20.1.2   Spend by Vendor ........................................................................................................................................... 91   20.1.3   Portfolio KPI .................................................................................................................................................. 92   20.2   Interconnection and Roaming Costs ............................................................................. 92   20.3   External Content ............................................................................................................... 93   20.4   Other Direct Costs............................................................................................................ 93   21   Sheet „M –   Capex & Assets‟ ..................................................................................................... 94   21.1   Explanation of the “CAPEX - OPEX Shift” ....................................................................... 94   21.2   Assets Columns ............................................................................................................... 95   21.3   Assets Categories ............................................................................................................ 97   22   Sheet N  – Working Capital ..................................................................................................... 102   22.1   Receivables ..................................................................................................................... 102   22.2   Net Operating Working Capital ..................................................................................... 104  
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