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| Our strategy | | Our strategy
In 2009, we have solidified our position in the broadband market and have achieved the highest growth in the TV segment in Montenegro.
Despite the difficulties in the economy, we have continuously been investing in innovation by improving the reach and coverage of our network. As the first operator in the country, we have started to roll out a fiber optical network for the households and launched HDTV. We have also started to offer innovative IP-based voice services (Max Telefonija), and have continued mobilizing the internet with appealing devices such as the iPhone exclusively available to T-Mobile customers and mobile internet-ready netbooks.
We have, once again, demonstrated our commitment to Corporate Social Responsibility by reinforcing our Increasing Internet Penetration program, which has been recognized by the Iskra philanthropy award as the best project in 2009.
We have managed the above significant initiatives by, at the same time, keeping our promises to our Shareholders in achieving our profit targets. This would not have been possible without the launch of a comprehensive review of the cost structure of the company, resulting in shifts of paradigm in several organizational areas. These efforts have started to bring massive savings already in 2009.
The foundation for our four strategic goals – “One Company”
The strategy of Crnogorski Telekom relies on four objectives. The foundation of those four objectives is the “One Company” concept.
The meaning of “One Company” stretches far beyond the legal merger of 2009 which unified the three former entities of the Crnogorski Telekom Group. “One Company” will constitute the framework for the attitude of the employees of Crnogorski Telekom towards our Customers, and the way they will act as One Team – regardless which of the three former legal entities was employing them previously.
1. Improve efficiency
In our industry, in order to guarantee that the resources necessary for the development of the business are available, challenging constantly the status quo of the cost and operating structure of the business is indispensible.
To ensure that Crnogorski Telekom delivers its promises to its Stakeholders in terms of profitability, innovation and business development in a sustainable manner, we have decided to launch a multi-year program, Save for Service.
The Save for Service project has created a blueprint for a series of significant shifts of paradigm in all functional areas. Every single unit within the Company will perform more efficiently in the coming years, with maintained or improved quality of services towards their internal and external Customers.
2. Superior Customer experience
We believe that one of the fundamentals for Superior Customer Experience is the way our Employees relate to Customers.
We are, in 2010, launching a three-year program targeted at improving this attitude even further. The Cultural Change Program will rely on the introduction of five guiding principles, each item being co-sponsored by chief officers of our organization.
Those guiding principles are:
• Customer delight drives our action
• Respect and integrity guide our behavior
• Team together –Team apart
• Best place to perform and grow
• I am T –Count on me
We are convinced that our Customers will start perceiving the benefits of this program very early.
We will also continue reforming our sales channels, and introduce new forms of interaction with our Clients, to improve the accessibility of our products for their convenience and satisfaction.
3. Market leadership
Our claim is simple: we strive to become market leaders in whatever we do.
We have, in 2009, solidified our leadership in fixed voice and fixed broadband services. T-Mobile has in 2009 significantly improved its overall market position compared to the two competitors in both overall revenue and SIM share terms, and we have reinforced our postpaid dominance.
We have overtaken the second position in Television by producing the highest growth in new customers compared to all of our competitors.
These achievements were strongly supported by the extremely successful launch of Pleme, our mobile tariff plan targeted at youngsters, 3Play packages (which were acclaimed by the market and generated better than expected results), the Max Telefonija offer (targeted at businesses) and our programs targeted to grow Mobile Internet supported by our exclusive iPhone and netbook offers.
4. Capture broadband potential
The expansion of services which rely on broadband technology remains a core element of our business strategy.
In 2009, we have grown solidly our presence on the broadband access market and have connected 42.6 thousand ADSL customers, and have registered close to 9 thousand mobile internet package users.
We have achieved the highest growth in our Television segment with Extra TV, exceeding very significantly the growth all each of our Competitors.
Our ongoing efforts to destroy barriers in front of internet literacy in the country have been widely recognized by the Society and various organizations. We believe that Public-Private Partnerships (projects in cooperation with the Government) will be a significant step forward to overcome remaining challenges in terms of providing infrastructure to areas in the country where a broadband infrastructure is not yet available.
The extension of our mobile broadband network and the continuation of the rollout of fiber infrastructure remain a priority in 2010. We expect that the penetration of IP telephony based services will increase significantly.
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| | | | Stranica je posljednji put ažurirana 14/05/2009 |
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| | Podgorica | TECG | | 10/09/2010 14:15 | 3.3942 |
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