Telekom Romania’ vision is to create the no.1 integrated operator in the Romanian market, with a sustainable position in all segments and geographies. Our 2015 strategy was focused on intensive infrastructure investment and on creating technology leadership.
On the Romanian telecom market there is a by price driven competition, but positive signals in economy (recovery of private consumption, rising wages and low inflation) led to a gradual move toward more qualitative solutions. The very strong competition (3 big fixed line operators and 750 small ISP with own infrastructure) exclusively on tariff is gradually slowing down, with competitors focusing on exclusive content, increasing broadband access speeds or introducing fixed-mobile convergent FMC bundles.
The total market grew in 2015 (broadband and TV). All relevant players have own extensive infrastructure with focus on network development, FTTH/B being by far the largest fixed broadband technology. Urban fiber coverage exceeded 80%.
TV market is almost saturated in terms of customers (95% penetration), but TV services growth is possible through relevant content packaging and the right technology mix. Telekom Romania’s strategy is to focus on convergent packages, TV content with exclusivities on all screens and the experience of 3/4G coverage for mobile services.
The mobile market is saturated and the operators had to deepen their relationship with existing customers to maximize monetization opportunities.
Since the T brand launch in September 2014 and until the end of December 2015, Telekom Romania gained 208,000 fixed-mobile convergent customers.
The new bundled offers under the T brand are a significant differentiator on the market. The combination between investments in network and commercial presence via innovative solutions on both the residential and business segments are expected to improve the company’s market position over time
Telekom Romania services
Telekom Romania introduced MagentaONE, the new commercial concept for integrated fixed and mobile bundles addressing both residential and business customers. Romania is the third country in Deutsche Telekom Group to launch the new commercial approach for the integrated offers, after Germany and Slovakia.
MagentaONE stands for simpler communication offers:
- Everything in 1 place for all fixed and mobile communication needs: One Stop Shop, one Call Center, one bill, one MyAccount (including one mobile app);
- 10 seconds average waiting time in the call centre for customers of integrated fixed & mobile services;
- Entertainment and exclusivities on all screens (TV, tablets, laptops, smartphones).
For the business segment, MagentaONE reinforces Telekom’s “One Stop Shop” philosophy, which means more simplicity and convenience through a unique contact point for all the communication needs of the companies, of all sizes. Telekom has launched the first true convergent fixed, mobile and cloud bundle on the market with the addition, for all the MagentaONE business customers, of 1 TB of secure storage space (ISO Certified), as well as access to the online version of the Microsoft Office software.
Telekom successfully launches the communication platform for youngsters called Tadaaam with GigaShare offer, followed by GigaWeekend campaign enabling prepaid customers to enjoy 1 GB of free data traffic during weekends.
In addition, a special offer for prepaid users became available: new and existing customers who activate one of the extra-options available in the Telekom Romania portfolio will receive more benefits, guaranteed for life, at each activation or reactivation of the chosen extra-option.
Another special offer for postpaid mobile services included 1GB data traffic at 4G speed each month, for life, including for all family members.
TV services for all screens
TV services, especially interactive television and exclusive content were the focus of the company for 2015. The enhanced version of the IPTV service, providing the best TV experience on the Romanian market, includes: TV Archive, possibility to record and create personal content library, including through Cloud recordings, Video on demand on all screens, enhanced Electronic Programs Guide, possibility to create favorite channels lists, PiP (picture in picture), Media Player feature, Champions League and other international competitions. On Telekom TV Web & Mobile platform is available the highest number of TV channels on an online platform in Romania, up to 115. More than 200 Discovery shows were offered online as Video on Demand, on www.telekomtv.ro, on Telekom TV app, as well as on Telekom TV Interactiv (IPTV), exclusively at Telekom. As a premiere, 21 audio books in the Video on Demand menu for the Telekom TV Interactiv and Telekom TV Web & Mobile users became available.
Leading position on fix B2B segment
On the business fix segment, Telekom Romania Communications maintained its leading position both in terms of RGUs and revenues. The premium internet services (MetroNet) achieved spectacular increase in the gross additions year over year, while for VPN the company maintain ed its market leading position.
Telekom Romania Communications continued the development of Cloud service portfolio. Thus, software as a service Office 365 and Hosting Data Centre sales led to double digit growth rates on these product lines. While continuing its focus on existing M2M solutions like GPS Tracking, in 2015, Telekom Romania launched new solutions such as vending machine monitoring and a smart office solution, as well as a new SIM management platform offering to M2M customers advanced SIM management functionalities.
In addition, pilot projects for the implementation of smart city solutions available at Group level increased the presence of Telekom Romania in all areas of operating ICT solutions. As a systems integrator and major IT services supplier, the company implemented important projects in both public and private sector.