Reflection - Learning launch

Challenge

I work in federal telecom operator as a part of commercial function in macroregion (lead several areas in  the country). The main goals of our company are to grow in sales revenue and ebitda margin. We trying  to make our company a favorite operator in country by offering best value for money on market  (previously company followed the path of discounter). Our company have tens of millions of customers,  who have their own needs and pains related to communications which we trying to solve. We have to pay  attention to the quality of our service provided to all of our customers on very competitive market and  can’t roll out any initiative on all subscriber base at once.

Selection

We selected learning launch as a best model for experimental products without any damage to all our  subscribers. It helps us deeply understand the needs of our customers, figure out any technical issues,  and correct the final product before wide roll out.

Application

For this learning launch we focused on our main product – billing plans. We are on the way to solve the  main pains of our clients and decided to try brand new plans line, where each client can choose whatever  he wants to be included (ex. amount of data, minutes). It will be the first billing plan constructor on  market. We made several surveys within our focus clients and choose the options of constructor and a  region for our launch. Our project team implements all changes to our billing, website, retail stores.

Insight

By applying the learning launch tool, we proved our assumptions. Our sales increases, we took first place  in market share. Share of bundles (plans which includes data/minutes/messages) and active data users  grew very fast and leaded to increase of ebitda margin. We also checked our NPS (Net Promoter Score)  level which showed us that our clients became happier and want to recommend us as a favorite telecom  operator to their friends and relatives. By using this tool, we identified one of the main needs of our clients  and designed following roll out to all country. I think learning launch helps us to make important  experiments without any fear of losing quality of service and design best client focused products.

Approach

The learning launch is the appropriate tool for any company. You should use it without worrying about  any negative effects, it can bring a lot more for further business prosperity – helpful insights,  understanding of client’s needs and pains.

