Discover a new case with "blue ocean strategy" principles, in mobile sector in France. Call In Europe did it with zero forfait, breaking codes and habits, for a smart and new low cost offer.

1. Disruptive shift on mobile market:
business case for Blue Ocean Strategy
with ZERO FORFAIT in France
Laurent Blondeau – May 2011
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2. SUMMARY
• Call In Europe is low-cost telecom operator
• Struggled with price war, decided to flip the
usual models
• Considered what make value for customers
and leveraged it
• Focused on widening the keys of
competition…to make it irrelevant
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3. THE PROBLEM
• Crowded Market
• Engagement: consumers tied up
• Me-too products: promotion lowering the
value
• Confusion between hardware, service
and loyalty
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4. THE STRATEGY CANVAS
“Identify keys to market and offer level”
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5. THE TARGETS
“Identify segments of customers/non-customers”
No prepaid, no money advance
Engaged &
Packs
Prepaid
Lowering the recurring
costs
Post &
Low-cost
Freedom of
choice,
BtoC Market change and
quit
The three tiers of opportunities
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6. THE STRATEGY
“Don’t compete with rivals, make them irrelevant”
(from BOS book)
• What?
 Create new keys of valuation for the customers
• How?
 Innovate with opportunities and reducing
barriers for non-customers or non-satisfied
customers
• Why?
 Wake up the me-too market and serve the
unsatisfied market
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7. DECISIONS/ACTIONS
“Concentrate forces on credibility”
• No battle on:
 Finance, distribution, promotion, communication
• Do it the best:
 Customer offers, experience, web reputation,
process and delivering
• Focus on essential:
 Innovationas-you-go, low-cost rates, no risk or
engagement, mobile renting,
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8. THE BRAND
“A new space of communication to express the
promess”
• Smart, cheap and no surprise with:
 “Fed up with flat rates, pay what you use”
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9. THE RELEVANT CANVAS
“Focus on new value and needs”
New
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10. SUSTAIN IT
“Constant move and opportunities hunt”
• Create:
 No interest for competition to catch the train
• Use:
 Flexibility and low-cost structure as weapons
• Shout:
 To create the buzz, revolution and disruption in
the market
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11. REFERENCES
• Blue Ocean Strategy
 Visit the website at http://www.blueoceanstrategy.com
• Call In Europe
 Low-cost telecom solutions at http://callineurope.com
• Zero Forfait
 Low-cost mobile solutions at http://zeroforfait.fr
• Laurent Blondeau, Head of sales and Development
 lb@callineurope.com
 +33(0)6 01 790 790
 Skype: laurent.blondeau.cie
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