Transcript Document

SUCCESS STORY OF OMNITEL
STRATEGIC CONCEPT
Your thoughts, words, feelings
A parthership of business, state ant the public at large - to create a
knowledge-based society. The latest technology, information and
ideas - to realise this aim.
MISSION
We develop and provide most advanced means of communication
that would ensure ability to interact
at any point in any space.
HOW THE COMPANY WAS FOUNDED
This year Omnitel celebrates the 10th anniversary of its activities.
“Independent communications is the basis of the democratic society.”
Kazickas
One of the founding members of Omnitel, Juozas Kazickas, was actively involved in the preparation ofdr.
stateJuozas
programmes to
transform the Lithuanian
The company made its first steps together with the newly-independent state.
economy from the model of planned economy to a market economy.
The founding of Omnitel was one of his personal contributions to the development of the Lithuanian economy.
• In 1991, after Lithuania regained its independence, Dr. J. Kazickas
The importance of independent communications with the world was one of the most important issues to the state which at that time got involved in
information wars with Russia
founded the Company.
The idea of Mr Kazickas to found a telecommunications company which would be independent from the Russian dictatorship was approved and
encouraged
in 1991idea
by the Lithuanian
of that time.
• The
behindGovernment
this was
to establish independent communications
Following
the establishment
opened its door to the world.
with
the restofofOmnitel,
theLithuania
world.
We did this before Latvia, Estonia, Byelorussia, Ukraine and many other neighbouring countries.
• The
first private
telecommunications
company
in capital
Eastern
Europe.
Furthermore,
the establishment
of a telecommunications
company meant the influx
of huge private
to Lithuania.
The first
the newly-independent
Lithuanian economy
this country a real
opportunity to get on its feet.
• major
Oneinvestments
of theintofirst
major investors
in thegave
country’s
economy.
From the very start, Omnitel became one of the largest investors into the Lithuanian economy and one of the largest Lithuanian companies.
The founders of Omnitel set a goal to bring the latest telecommunications technologies to Lithuania and provide the broadest possible range of
services.
The successfully chosen operational strategy and the philosophy of a company striving for leadership allowed fast development of activities and
formed a basis for securing a leadership position for this company working in the field of telecommunications.
Firm initial steps helped to lay down the foundations for
successful activities of Omnitel.
OMNITEL TODAY
Omnitel has reached its goal and today has the strongest position on the Lithuanian telecommunications market.
“We sometimes even work ahead of time by bringing the latest technologies to
Lithuania. However, this allows us to help the Lithuanian people to develop the
future information society.”
(Leading service provider) The company places great importance to ensuring that the latest technologies produce real benefits to Lithuanian people,
Antanas
Zabulis, President
therefore, it makes a lot of efforts and works hard to develop specific services. Currently, Omnitel,
as a telecommunications
company, offers the
(Leader of technologies) Omnitel often implements technologies in Lithuania even before they are introduced in other countries of the world or
introduces them alongside with other world operators.
broadest range of services to its customers.
• now
Leader
technologies:
the first
inprovided
Lithuania
implement
GSM,mobile
WAPoperators.
protocol,
Omnitel
offers theof
same
services to its customers
as those
by Westto
European
and Scandinavian
one of
theThe
first
in Europe
a wide
range
ofinintegrated
one
of the
in It
(Investments)
company
is currentlyto
oneimplement
of the most important
economic
entities
the country. It isservices,
one of the largest
investors
andfirst
tax payers.
has the largest
formation
of the Lithuanian and
Baltic technology.
telecommunications markets.
the influence
world on
tothe
start
implementing
GPRS
(Number of customers) Omnitel’s efforts and investments was a determining factor for the company in securing a leadership position in the Baltic
ofnumber
services:
the broadest
range
of ofGSM
Internet;
datamobile
transmission;
region.• InLeader
terms of the
of customers,
Omnitel is currently
ahead
all the services;
Lithuanian, Latvian
and Estonian
telecommunications
companies.
integrated services, mobile Internet (GPRS), IN based services, etc.
Today Omnitel is the country’s unsurpassable leader in the field of mobile telecommunications.
• One of the five largest investors in Lithuania: Omnitel has already invested over EUR
290 M.
• The largest mobile telecommunications company in the Baltics in terms of the number
of customers: Omnitel had signed more than up 855 000 subscribers by the end of
May, 2003.
Omnitel today is the largest mobile communications
company in the Baltic states.
OMNITEL’S SHAREHOLDERS
Omnitel is a foreign capital company.
Our shareholders are world-famous telecommunications companies with rich experience and strong positions on the world market.
Shareholders guarantee basis for viable business.
BUSINESS LEADER
The telecommunications market is one of the most rapidly changing business areas. Fast advances of world technologies forces us to observe the
The success
of telecommunications
on the
speed
response
changes.
changes
and latest developments
very closely so that we business
would be able depends
to offer the newest
services
to ourof
customers.
Most to
up-to-date
services is the
key to success in the business of mobile telecommunications.
• Omnitel started earning profits in 1996.
• The company’s turnover was EUR 203.5 M in 2002.
Rapid development of the company’s business proves that Omnitel is able to keep pace with the development of world technologies.
• The agreement of the strategic investor signed in 2001 – EUR 58 M and 30 work places in 3 years.
The company got on its feet within five years and has been earning profits since 1996.
• Omnitel has already invested EUR 75.4 M and created 67 working places in 2002.
The company implements and puts on the market state-of-the-art solutions on favourable terms.
Last year, the turnover of the company reached 340 million Lt.
Omnitel is one of the largest tax payers in Lithuania: in 2000, it paid a total of 33.7 million litas to the state budget. This approximately equals the
amount paid out in pensions in three regions of Lithuania.
From the very first year of operation, Omnitel has been one of the largest investors in Lithuania. As stated earlier, investments of Omnitel amounted to
800 million Lt over the 10 years.
Today the company is among the five largest investors. Its investments are growing every year (chart). The main investments are made into the latest
technologies, the development of GSM services and improvements of the GSM network.
Investment strategies ensure the development of services and growth of the company.
Investments
(million EUR)
Successful investments were the determining factor
for the profitable activities of the company.
LARGEST MARKET SHARE
Omnitel has always controlled and still controls the largest share of the telecommunications market.
The Lithuanian
mobile
market
in 2002
(Comments
of the chart) The figures
havetelecommunications
changed only by a few percent over
the decade.
Omnitel controls the largest market share both in the private and business sector.
Up until now, Omnitel has focused on the business sector: all market surveys prove the success of our efforts in reaching our goal.
(Most favoured) This year the company SIC Market Surveys carried out a survey of the image of the largest Lithuanian companies. During the survey
respondents were given a list of 30 companies and asked to express their opinion about these companies and assess their strength. Omnitel is in the
Top5 of the most favoured companies. According to survey participants, Omnitel is the second strongest Lithuanian company (after Kraft Foods).
Market according
to
(Chosen by Business Segment) The Baltic Surveys company carries out an annual survey of managers of Lithuanian companies.
This survey reflects
market penetration and the way the market is divided between different operators. According to the results of this survey,
Omnitel controls
70 percent
“Omnitel”
evaluation
of the corporate market.
Omnitel’s Internet services are used by 40 percent of the corporate market.
(100 largest companies) The analysis of the publication Lithuanian Business Leaders published by Verslo Žinios daily has shown that 78 out of 100
The Lithuanian
business
largest•Lithuanian
companies choose
services segment
of Omnitel. chooses Omnitel: the company has secured 70 percent of
theleaders’
Lithuanian
business
(Baltic
The business
choice allows
us to statemarket
that Omnitel
has the Surveys).
strongest position on the market.
• Around 90 per cent of 100 biggest Lithuanian companies use “Omnitel” services.
Lithuanian business leaders rely on services provided by Omnitel.
LEADER OF TECHNOLOGIES
One of the aims of Omnitel has been and still is promotion of demand for information. There is a need to prove the value of information to the public
and teach people how to use information. (The following saying is especially true in this case: ‘Those who manage information, manage the world’).
State-of-the-art technologies ensure the development of services and the
company’s
Omnitel
not only puts thesuccess.
latest technologies on the market but – more importantly – also stimulates customers’ need to use them for meeting
The latest technologies serve the purpose of enabling people to obtain the most up-to-date information in the shortest time possible.
everyday requirements and making business decisions.
•
Omnitel
introduced
the first
national
GSM network
and
Omnitel was
the first to
implement the latest
in mobile
telecommunications
in Lithuania.
(AboutLithuania
GSM and WAP)in
commercial internet services in
1995.
• Ingeneration
October
1996,
paging
networkbywas
launched.
The latest
GPRS
technology
was introduced
Omnitel
alongside with the leading world operators.
In 1999,
Omnitel
was
the first company
in Lithuania
implement
WAP.
GPRS •means
a revolution
in mobile
communications,
as this technology
transforms to
mobile
telephones into
portable computers that are constantly
connected to the Internet. It is only one step away from the third generation (3G) communications.
• In October 2000, Omnitel announced about the rollout of the world’s latest packet data
Lithuanian people can now access the Internet anywhere within the GSM coverage area. This is one of the most tangible and significant steps which
transmission technology GPRS in its network.
will have the greatest impact on the development of the information society in Lithuania.
• In February
Lithuania
became
of the few
countries
theBaltic
world
The implementation
of GPRS2001,
has already
made a major
impact onone
the development
of technologies
of thein
whole
region.where the
future vision of mobile Internet was transformed into the everyday reality.
•MMS service is launced in the end of September 2002. At the end of 2002 “Omnitel” had
400 MMS users.
Following the implementation of GPRS by Omnitel, Lithuania joined the
ranks of world leaders in field of telecommunications technologies.
UNIQUE SOLUTIONS
In •“Omnitel”
March 2001,isOmnitel
providingGPRS
a newRoaming
service to Service
its business
Save
(Your
team) which
created
on the
IN (Intelligent
the firststarted
to introduce
thatclients
is used
inkomanda
Latvia and
Estonia,
and inisthe
nearest
future
- in the
network)
platform:
it
is
a
possibility
to
provide
the
short
numbers
for
the
company’s
mobile
telephone
users
and
to
connect
them
into a
Scandinavian countries;
unanimous network. Short numbers can be used both for making calls within and outside the company. A customer may decide to which
• BSA – “Omnitel” was the first in the country to provide an opportunity to receive incoming roaming calls in the Baltic States
subscribers of his/her company or external subscribers a short number will be allocated thus the customer may create his or her own team.
free of charge;
•Omnitel
seeks
to stimulate
e-commerce
Lithuania.
was the
first company
in the broad
countrypossibilities
to offer an e-shop
"Muge"
(www.muge.lt).
Now it
•installed
a wireless
introduced
thein“SIM
Plius”It card
offering
particularly
for each
subscriber
to personalize
represents
the largest
electronic commerce portal in Lithuania. As many as 12 shops are operating in Mugė and a wide range of commodities are
the services
received.
offered in it. Mugė differs from other national electronic shops, due to the possibility to perform payments for the commodities not only by the
•Internetbut
network
in 2002.
traditional,
also by(WLAN)
the innovative,
convenient and secure mode of payment. Recently a possibility to create and control an independent
electronic
shop "Make
an electronic
was introduced.
•MMS service
is launced
in theshop
end yourself"
of September
2002. It allows the user to create a shop of his/her own and to test its operation.
Both hardware and software for this project were provided by "IBM Lietuva". In May 2001, Super.lt was opened in the portal. It is deemed to be
•June, 2002 – parking by SMS solutions in Vilnius and Kaunas.
one of the biggest projects in the area of electronic commerce in Lithuania. More than 2000 titles of various books and more than 50 computer
•January,
2002
- the first
Lithuaniaon
prepaid
internettobanking
together
with Hansa-LTB
bank.
games
could be
obtained
here.in
Information
authors,refill
bookservice
reviews,via
possibility
participate
in discussions
are available
here as well. "Mugė"
visitors
can
also
participate
in
the
commodity
auctions,
receive
the
newest
information
about
electronic
commerce
in
Lithuania
and in thecalls
world.
• December, 2001 - service “Work&Leisure” for business customers. It allows to separate business and personal
by
"Mugė" portal is visited by over 40 000 people a month. Knowing that Internet in Lithuania is used about 8% population (approx. 280 thousand
account limit, work time and VPN calls.
people) such a visiting frequency could be considered as a success.
•November, 2001 - TV chat via SMS with TV3 - SMS text is displayed on TV screen online.
•October, 2001 - joint portal OMNI.LT, which is accessed both via internet and mobile network.
•August, 2001 - the first in Lithuania mobile GIS & GPS based vehicle tracking system.
•June, 2001 - Omnitel was the first in the Baltics to introduce GPRS applications for business - applications for brokers’
network and data collection from electricity objects.
•March, 2001- Omnitel introduced VPN service “Your team”, which enabled to provide short numbers for the customer’s
mobile subscribers and connect them into the unanimous system.
•1999 - the first in Lithuania e-commerce portal MUGE. Currently, it represents the largest e-commerce portal in the country.
COMMUNICATIONS NETWORK
GPRS technology was implemented in Omnitel’s GSM network. Such a complex technology could be rolled out only in a very high-quality and very
modern GSM network that could simultaneously support two technologies.
Omnitel’ network reaches the remotest places in Lithuania.
Omnitel has developed the widest network in Lithuania.
(Introduce network parameters and possibilities)
This means that the connection in Omnitel’s network is very strong.
• Omnitel’s network covers 99 percent of the country’s territory.
The list of world partners is constantly expanded: our clients are able to use mobile services almost anywhere in the world.
• Two-band network: GSM (900 MHz) and DCS (1800 MHz).
Currently we are focusing on network improvements, upgrading of equipment and installation of new equipment.
• Today Omnitel has 671 base stations.
• 4 switching centres.
•Subscribers of Omnitel can use mobile services in 73 countries of the world
Furthermore, Omnitel offers the widest coverage to its customers (roaming).
supported by 173 GSM operators.
•Our clients can access the Internet in 90 countries around the world. Internet via
GPRS is accessable in 14 countries.
Investments into network and state-of-art
technologies build a bridge towards 3G.
PROFFESIONAL STAFF
Omnitel is proud of and values its team.
Highly-qualified,
insightful
staff
have significantly
We think
that our business is driven
by peopleand
rathermotivated
that technologies
or equipment.
contributed to Omnitel’s
It wassuccess.
only thanks to highly-qualified employees that Omnitel was able to implement GRPS technology and became one of the world leaders in this
field.
Omnitel’s staff education:
Age of employees:
We are united by a common philosophy and one underlying idea: Omnitel must be the best in everything it does.
Secondary
50 and
This has lead to 18%
a tradition that only the best employees stay with the company.
older
18 - 24
We encourage all initiatives of our employees and provide the basis for their implementation – that is why Omnitel acts as one team.
University
College-type
3%
yrs.
67%
18%
15%
35 - 49
yrs.
32%
Omnitel’s management :
Women
30%
25 - 34
yrs.
47%
Men
70%
A team of people united by common ideas and initiatives
contributes towards the success of the Company.
CLOSEST TO PEOPLE (1)
One of the main reasons behind Omnitel’s success is focus on customers’ needs.
We are always aware of the situation on the market and try guess what tomorrow will bring. That is why we are able to offer such services that our
• Omnitel
is aneed
TOP
1 company according to the image (SIC Market Surveys, March, 2002)
customers
will certainly
tomorrow.
the data
from
the and
survey
conducted
by inthe
and way.
public
We try•toAccording
establish closeto
contacts
with our
customers
to provide
services to them
the market
most convenient
opinion
“SIC
rinkos
in 2003,
Omnitel
was
first regarding all
That isresearch
why we havecompany
a wide customer
service
networktyrimai”
and are constantly
expanding
it (about
salesthe
outlets).
indicators
- corporate
image,method
strength,
modernity,
about
the company,
Our clients
may choose
the most acceptable
of payment
for services opinion
(pre-payment
or a permanent
contract with Omnitel) and the most
suitable
plan (based on who,of
how
intensively and how and
frequently
uses the services).
attractiveness
advertisement
potential
employer.
There are different methods and locations for making payments for services (Omnitel, banks, post office).
Omnitel is implementing promotion programme for loyal customers called Welfare: every year customers are granted increasing discounts for the
subscription fee and rate of telephone calls).
We value our customers and try to preserve their loyalty.
To make customers feel our constant attention, we have our Subscriber Service Centre which provides advice on all issues related to Omnitel
services round the clock.
Our customers feel our attention: this reflected in the constantly growing number of our subscribers.
We are always close to our Customers.
CLOSEST TO PEOPLE (2)
Omnitel has already opened 7 branches.
• There are 14 showrooms in 8 towns of the country.
• Omnitel is represented by 4 distribution partner networks: Mikro Visata, Kom Runa, Inta and Sonex Co. and newly
launched in summer 2002 retail network SIMAS. Before the end of the 2002 the number of sales outlets belonging to SIMAS
network grew up to 90. GSM services are distributed through more than 500 sales outlets.
• Pre-paid service Extra is available at 4000 sales outlets.
• The most convenient tariff plans and ways of payment.
• The GEROVĖ (Welfare), AČIŪ (Thank you) and NAUDA (Benefit) loyalty programs for post-paid and Extra Plius program
for pre-paid subscribers.
•the first in Lithuania to introduce a new payment plan MINI without subscription fee;
• the first in Lithuania to introduce a unique payment plan ŠEIMA (FAMILY) offering cheaper calls to subscribers belonging
to the same customer;
• the first in Lithuania to introduce new ways of paying for services (Internet, ATM, SMS, EXTRA S.O.S., EXTRA Express).
• Modern Customer Care centre information is available via phone on the 24-hour basis:
- “Infolinija” 117 is a free-of-charge self service providing basic information on services, rates, payment plans, handset prices, etc.
- “InfoFonas” 1544 provides billing information, used-up amount and the free-of-charge balance. Automatic recognition of the
customer’s number and information provision.
- Service administration answering machine 1566 – with the help of automatic menu customers of the company can choose and
change payment plans as well as activate and deactivate services.
- Operator consultations 1533 or (8 698) 63333 – detailed and qualified consultations provided by professionals round the clock.
We are always close to our Customers.
CORPORATE CITIZEN
The path that the company has been following for 10 years and its size and influence allows Omnitel to have its say not only in business life but also
in the life of the country and its society.
Omnitel has always been and will remain an active member of business community and corporate
We view
Omnitel as a member of the Lithuanian society which, in addition to different possibilities and goals, has its obligations to its country and
citizen.
people.
•development of information society in Lithuania - initiation of the alliance WINDOW TO THE FUTURE to
achieve
break
point in
thefield
internet
penetration
We have
set threethe
tasks
for ourselves
in the
of our public
activities. and overcome digital divide – already launched 29
internet
access
points. of the information society in Lithuania by taking very specific steps.
1. We are
aiming public
to promote
the development
•participation in development process of information society in Lithuania
2. We devote particular attention and support to the country’s schools and universities since it is there that our young society members are educated.
•Member of 7 associations, including the Lithuanian Council of Information Society under the
8 million Lt was
allocated toof
thethe
programme
‘Schools
for Information
to set up
computer classrooms.
A total of 100
Lithuanian schools
President
Republic
of Lithuania,
theLithuania’
Information
Economic
Forum, Infobalt
Association,
the have
already been computerised
and Council
are now introducing
Internet access,
a common school
network is being
developed.
Coordination
of the Ministry
of Education’s
Programme
“Schools
for Information
Lithuania”.
Remigijus Gaška, Advisor to Lithuanian President Valdas Adamkus, attributes a new significant role to Omnitel: By computerising the country’s
• initiation
and
projects
schools,
Omnitel will
thussponsorship
help solve the of
twocomputerisation
most important social
problemsfor
in education
Lithuania, i.e.system
unemployment and a very considerable lack of
progress of rural
population
in mastering
the usefor
of information
technologies.
•The
programme
‘Schools
Information
Lithuania’ implemented jointly by Omnitel, its founders,
3. We are particularly
concerned
with the spiritual
of Lithuania,
the development
of intellectual
thought
public education
dr. Juozas
Kazickas’
Familylife
Fund,
Gediminas
Gruodis,
ex-president
ofand
Omnitel,
and theprojects.
Ministry
and Science
has
been
launched.
Omnitel is oneofofEducation
the largest sponsors
of different
public
programmes.
For six years, it has been funding well-known festivals of classical music and
sponsoring sports
and
other
teams.
Events
such
as
Pažaislis
Music
Festival
and Vilnius Festival, have a major influence on the country’s spiritual life.
•support for Lithuania’s science, culture and sports
Currently, the •Support
situation in is
theprovided
country’s cultural
lifecountry’s
is far from good,
therefore,
our company’s
position
is that
the concern
for the the
spiritual life of the
for the
largest
universities,
most
famous
music
festivals,
nation cannotLithuanian
be left only to the
state.
National Olympic Committee and the Lithuanian Basketball League, the most
Omnitel has always
been concerned
with the cultural
situation in Lithuania, as it determines the general way of life of the country, people’s thinking
impressive
entertainment
events.
and self-attitude. That is why we are particularly focusing on those cultural facts that influence the cultural context both of our country and the whole
Baltic region.
Omnitel has a say in solving the most important issues of the society’s
life and supports projects of the future.
GUARANTEE FOR FUTURE SUCCESS
Our current strong position provides the basis for further development of business towards mobile Internet.
Omnitel
chosen
operational
strategy
andcommunications
has formedto Lithuania.
a firm basis
for
Omnitel
intends to has
go down
in historythe
as aright
company
which brought Third
Generation
It was encouraged
to set this goal
by thesuccessful
factors that ensure
business
success
today.
future activities.
During his visit to Lithuania and the preparation of a special supplement about our country, a journalist of The Washington Times daily underlined
The cornerstones of the company’s activities:
that Omnitel clearly stands out because of its far-reaching goals and strong determination to achieve them.
•
Leadership
Omnitel was named as the
driving force behind the revolution of information technologies in the country.
Alwaystobe
others, be
the best.
Leadership
a success
factor in rapid
the fields
Such an image is acceptable
us:ahead
Omnitelof
understands
revolution
as the
assertion of is
radical
new developments,
changeof
and unrestrained
communications quality, services and customer care.
ideas.
•
This is especially important
in Lithuania today. We will aim to ensure that the revolution of information technologies which we are driving takes place
Quality
in the whole country both on the intellectual and on the practical, everyday level.
Our activities are aimed at best quality. This is not only about technical indicators of
communications quality, but also about striving to meet customer needs and even exceed
their expectations. The goal of quality focus is new CONVENIENCE and new
OPPORTUNITIES for “Omnitel” customers.
• Partnership
Partnership and co-operation is a success factor for long-term business stability and
success. Business, government and society are our partners.
“Omnitel is the driving force behind the revolution of information technologies in
Lithuania.”
Tim Kennedy, The Washington Times
The end.
Thank you!