Frontrunners seek new ways of doing business, leading the transformation of their customers’ lifestyles.
The Frontrunner approach to growth
Frontrunners are characterized by a mindset that challenges conventions to make connectivity more relevant to people, businesses and society. They seek new ways of doing business, leading the transformation to a digital reality. In order to achieve this, Frontrunners deploy growth strategies with a dual focus, enhancing their core business while at the same time exploring new markets like the Internet of Things working to secure future revenues from 5G.
Through investigating Frontrunners’ differentiation, market, customers and product scope, as well as their approach to technology and operations, we identified three strategies that Frontrunners adopt:
"You need to have a credible network, it's a must have."
CSO, Frontrunner North America
Strategies to profitable growth
Independent of the market role that a Frontrunner takes, we have found a clear pattern in growth strategies; there is a strong emphasis on the quality of service as the foundation for growth. Network performance has a prominent position in the growth strategy of all Frontrunners and remains in constant focus.
These are the three strategies adopted by Frontrunners:
An offering-led transformation strategy sets Frontrunners apart from rivals with its uniquely-designed offerings that redefine customer value. Most often this Frontrunner is a challenger and a Mobile Only operator, running a lean operation and relying heavily on partnerships and alliances.
Frontrunners that adopt a market-led adaptation strategy differentiate by providing a complete e2e customer experience to targeted segments and they are characterized by quick adaptation to new market conditions. To some extent they mimic Quality Led operators, but do so across specific segments of the market.
Frontrunners that take a quality-led progression strategy differentiate themselves due to their high-performing networks and services, as well as strong brand preference. Typically, the incumbent operator and market leader with financial muscle to outspend their competition.
Each strategy is determined by the approach within five key areas:
What’s the main differentiation in the way they conduct their business, how do they see themselves in respect to the market, and how does the user see them?
How do they market their offerings to the user and what channels/tactics do they utilize?
What customer elements do they focus on and how do they deliver on these?
What products do they offer and how does their offering play into their strategy?
Technology and operations
What kind of partnerships do they utilize and how do they become more than a simple connectivity and communications platform provider? Is there a focus on internal efficiency?