- Gesamtbranche in Österreich deutlich stärker unter Druck als in anderen europäischen Ländern
- Mit Programm “Attack2Win” legt T-Mobile umfassendes Paket zur Umsatzstabilisierung und Kostenreduktion auf und stärkt Wachstumsfelder
- Wachsendes Datenvolumen braucht neue Preiskonzepte, um nötige Investitionen in Netzausbau abzusichern
19-10-2012 — /europawire.eu/ — “Der heimische Mobilfunkmarkt steckt in einer paradoxen Situation. Einerseits wächst vor allem im Datenbereich die Nachfrage enorm. Seit dem Vorjahr hat sich die Datenmenge in den Mobilfunknetzen verdoppelt. Andererseits stoppt diese erfreuliche Nachfrageentwicklung nicht den rapiden Preisverfall und die rückläufigen Umsätze der Betreiber”, erklärte Andreas Bierwirth, seit Anfang September neuer CEO von T-Mobile Austria, bei seinem Antritts-Pressegespräch am Mittwoch, 17. Oktober. “Die Auslastung unserer Produktion hat sich vom Umsatz entkoppelt. Gleichzeitig ist die technische Qualität aller Netze trotz der schwierigen und kostentreibenden Topographie des Landes bei allen Anbietern besser als in fast allen anderen Ländern Europas. Dieser Widerspruch in sich ist einzigartig.”
“Die Folgen dieser Entwicklung sorgen fast täglich für Schlagzeilen in der Wirtschaftspresse”, sagte Bierwirth: “Ein Anbieter will mittels Fusion mit dem kleinsten Provider aus dem Markt gehen. Dieser wiederum hat vor zwei Jahren sein Netz an die China Development Bank verkauft. Der Marktführer musste gerade einen mexikanischen Investor an Bord holen und eine starke Dividendenkürzung vornehmen. Und da wir unsere Geschäftszahlen stets offenlegen ist es auch kein Geheimnis, dass T-Mobile ebenso wie der Markt als Ganzes in den vergangenen Jahren laufende Umsatz- und EBITDA-Rückgänge hinnehmen musste.”
“Diese Situation ist für unsere Kunden einerseits kurzfristig erfreulich: Österreichische Mobilfunkkunden können sich über die niedrigsten Preise in der EU bei höchster Qualität freuen”, führte Bierwirth aus. Jedoch drohe Österreich künftig mangels Finanzkraft für ausreichende Investitionen in die Netze ein Qualitätsverlust vor allem bei mobilem Breitband. “Der Telekom-Markt braucht darum einen Neustart. Es muss gelingen, wieder eine vernünftige Relation zwischen steigender Nachfrage und dem Ertrag und somit der Wettbewerbsfähigkeit der Anbieter herzustellen. Ich bin entschlossen, dass T-Mobile als erster diesen Neustart dazu nutzen wird, die Abwärtsspirale der Unternehmen zu stoppen, um Konsumenten nachhaltig Angebote auf höchstem Niveau bieten zu können.”
Sein größtes Ziel als neuer CEO von T-Mobile Austria sei daher die Steigerung der Wirtschaftlichkeit des Unternehmens, damit langfristige Investitionen möglich bleiben, erklärte Bierwirth. Innerhalb von zwei Jahren soll der Umsatzverlauf wieder stabil sein, ab 2015 wolle T-Mobile in Österreich wieder Zuwächse erzielen.
Um das zu erreichen will T-Mobile Marktanteile zurückgewinnen und seine Position als unangefochtene Nummer zwei am österreichischen Markt festigen. Dies vor allem durch die überlegene Qualität unserer Marke und unserer Produkte. Dazu hat Bierwirth ein internes Arbeitsprogramm “Attack2Win” gestartet, um Prioritäten und Wachstumsbereiche der nächsten drei Jahre festzulegen. Dazu gehört, innerhalb der Zwei-Marken-Strategie die Marke von T-Mobile deutlich zu stärken. “Obwohl wir für 2012 zwei Publikumspreise als beliebtester und bester Mobilfunker Österreichs gewonnen haben, schöpfen wir das Potenzial der Marke T-Mobile nicht voll aus. Wir müssen die Marke emotional stark aufladen, um Kundinnen und Kunden eine starke Community mit vielen spannenden, innovativen Entwicklungen zu bieten, wie zuletzt Streaming-Music am Handy.” Hingegen verfügt tele.ring über eine sehr populäre und markante Marke und gilt seit Jahren als Preisführer unter den etablierten Anbietern. Das Geschäftsmodell muss jedoch an den Markt mit SIM-only-Billiganbietern Bob und Yesss angepasst werden um dort Paroli zu bieten.
“Im Privatkundenbereich werden wir uns auf Umsatz bringende Neuerungen konzentrieren, die wir aufgrund der Innovationskraft der Deutschen Telekom-Gruppe nach Österreich bringen können. Wir stellen dabei den Führungsanspruch auf Usability: Die Dinge, die wir anbieten, werden einfach und zuverlässig funktionieren. Unsere Fokusthemen dabei sind Musik, Zahlung am Handy und Smart Apps”, sagte Bierwirth.
Im Geschäftskundenbereich wird die Zusammenarbeit mit T-Systems verstärkt und damit die Entwicklung neuer Systemlösungen für Business-Kunden forciert. Hinzu kommt die internationale Stärke von T-Mobile durch die Präsenz seiner Schwestergesellschaften in den allermeisten Ländern Zentral- und Osteuropas, ebenso wie in Deutschland, den Niederlanden und UK. Damit kann T-Mobile gerade österreichischen Unternehmen, die schwerpunktmäßig in diesen Märkten tätig sind, interessante länderübergreifende Angebote anbieten.
Ein weiterer Wachstumsmarkt ist für Bierwirth das “Internet der Dinge”, die Kommunikation von Geräten für Servicefunktionen oder zur effizienteren Nutzung. “Wir sind Pioniere im Machine-to-Machine-Bereich, das werden wir weiter ausbauen, um hier den Führungsanspruch zu halten.” Schwerpunkte dabei liegen in den Themen Logistik, wo u.a. die Deutsche Telekom für Daimler “Car2Go” ausstattet, sowie der Energie- und Gesundheitsbereich.
Durch dieses Arbeitsprogramm will Bierwirth erreichen, dass mit dem rapide zunehmenden Datenverkehr auch das nötige Entgelt erzielt werden kann, um in den zügigen Ausbau der Datentechnologie LTE zu investieren. “Für immer mehr Leistung wird derzeit immer weniger bezahlt. Die Erlösentwicklung hat sich gänzlich von der Kostenentwicklung abgekoppelt. Künftige Tarifmodelle müssen sich wieder stärker am jeweiligen Datenvolumen orientieren”, sagte Bierwirth. “In den vergangenen sechs Jahren sind Mobilfunkgebühren um 55 Prozent gefallen, während wir gleichzeitig laufend mehr Leistung erbringen.”
“Wenn man zwei oder drei Kilo Äpfel am Naschmarkt kauft, ist es selbstverständlich, dass es mehr als nur ein Kilo kostet, auch wenn man dabei Mengenrabatt bekommt. Dieselbe Marktlogik wie bei Äpfeln muss auch wieder für Daten gelten. Selbstverständlich werden dabei die jetzigen Sicherheiten beibehalten, wie die Tempobremse beim Erreichen eines vereinbarten Limits, oder die maximale Obergrenze bei Nachbestellung. Damit können Kunden ihren Konsum an ihre Wünsche anpassen, ohne unangenehme Überraschungen zu erleben.”
Noch in zwei weiteren Bereichen kündigte der neue T-Mobile CEO Akzente an. Einerseits bei der Reduktion von Produktionskosten, die bis 2015 um 15 Prozent gesenkt werden sollen. Ein Weg dazu sind beispielsweise verstärkte Netzwerkkooperationen, soweit dies im Rahmen der Lizenzbedingungen möglich ist. Andererseits will T-Mobile Austria ihren Auftritt als verantwortungsbewusster “Corporate Citizen” stärken: “Wir sind in Österreich ein Arbeitgeber für rund 1400 Menschen und wir erbringen mit T-Mobile und tele.ring die Leistung einer zentralen Infrastruktur für die Informationsgesellschaft. Darum müssen wir auch die Politik davon überzeugen, dass sie uns bei diesen Aufgaben durch optimale Rahmenbedingungen unterstützt”, sagte Bierwirth.
T-Mobile Austria
T-Mobile Austria ist mit 4,060 Millionen Kunden der zweitgrößte Mobilfunkanbieter Österreichs und gilt als der Innovationstreiber der Branche. Die beiden Marken “T-Mobile” und “tele.ring” sprechen unterschiedliche Zielgruppen an: T-Mobile lebt den Slogan “Gemeinsam mehr erleben” und bietet Innovationen rund um Smartphones, Services und Applikationen. Die Marke tele.ring ist der erfolgreiche Preisführer am österreichischen Mobilfunkmarkt. 2011 investierte T-Mobile über 100 Millionen Euro in den Netzausbau mit HSPA+ und den Aufbau der nächsten Mobilfunkgeneration LTE. T-Mobile Austria beschäftigt 1.400 Mitarbeiterinnen und Mitarbeiter und wurde 2011 von Aon Hewitt als attraktivster Arbeitgeber Österreichs ausgezeichnet. Das Unternehmen hat den Hauptsitz im T-Center am Rennweg nahe der Südost-Tangente und neben den 48 T-Mobile Shops auch Vertriebsniederlassungen in Salzburg, Innsbruck, Graz und Klagenfurt. T-Mobile Austria ist eine Tochtergesellschaft der Deutsche Telekom und gehört damit zu einem der führenden Kommunikationsunternehmen weltweit. Dank der internationalen Ausrichtung des Unternehmens profitieren T-Mobile Kunden auch im Ausland von einer breiten Palette an Produkten und Services.
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- Introducing Cap Expand Partners, Helping Business Leaders Break International Barriers
- Hong Kong’s Innovation and Technology Venture Fund Becomes Strategic Financial Investor of Ignatica
- Cure for prostate cancer on the horizon
- Fanpictor signs multi-year partnership with Royal Belgian Football Association
- Fanpictor unterzeichnet mehrjährige Partnerschaft mit dem Königlich Belgischen Fussballverband
- Fanpictor signe un partenariat pluriannuel avec la Royal Belgian Football Association
- Fanpictor firma una colaboración de varios años con la Real Federación Belga de Fútbol
- Fanpictor firma una partnership pluriennale con la Royal Belgian Football Association
- Fanpictor tekent meerjarige partnership met Koninklijke Belgische Voetbalbond
- Launch of the New Akenza Platform
- De zelflerende algoritme DBLG1®: eenvoudig te gebruiken voor een optimale en gepersonaliseerde behandeling van diabetes type 1
- Launch of the Anna Lindh Foundation Virtual Marathon for Dialogue!
- Digi Communications N.V. announces the exercise of stock options by the Executive Director of the Company pursuant to the decision of the Company’s general meeting of shareholders dated 30 April 2020 and in accordance with the stock option plan approved at the level of the Company in 2017
- New research unlocks long tail growth opportunity for the tech industry
- Digi Communications NV announces the availability of the instructions on the 2020 share dividend payment
- Digi Communications NV announces that conditional stock options were granted to several Directors of the Company based on the approval of the general meeting of shareholders from 18 May 2021
- Digi Communications N.V. Announces the Company’s General Shareholders Meeting resolutions adopted on 18 May 2021 approving, amongst others, the 2020 Annual Accounts
- Digi Communications N.V. (“Digi”) announces the Q1 2021 Financial results
- Digi Communications NV announces Investors Call for the Q1 2021 Financial Results
- Digi Communications N.V. announces an Amendment to the 2021 Financial Calendar
- Fastpayhotels Hits an Industry Milestone by Connecting 500 Hotels Per Day Through DerbySoft Technology
- 4 ways to build a more flexible supply chain
- Join the world's leading virtual CBD event for FREE
- DEEPENING STRATEGIC RELATIONSHIP BETWEEN UBC AND PIONEERING DECENTRALISED PLATFORM, MANYONE
- Mono Solutions recognizes Norwegian small business agency with best website 2021 award
- Mono Solutions and Xrysos Odigos unlock new opportunities for small businesses
- Behind the scenes of a 10,000-people online conference: creating a live-event atmosphere and leveraging cybersecurity software
- Largest Supply Chain for Face masks, FFP2, FFP3 and cloth masks
- TRANSMAR AND TRANSMETRICS SIGN DEAL FOR STATE-OF-THE-ART LOGISTICS COLLABORATION
- Amendment of Digi Communications N.V. Financial Calendar for 2021
- 4iG and Digi Communications NV’s Romanian subsidiary have entered into a term sheet with regards to a potential acquisition by 4iG of DIGI Group’s Hungarian operations
- “Building Healthy Relationships and Enhancing Gender Equality”: Young women from Cyprus, Egypt, Lebanon and Jordan come together
- Bring Ventures investit dans Crossborderit (CBIT), DDP et une solution de commerce électronique
- Bring Ventures investiert in Crossborderit (CBIT), eine DDP (geliefert verzollt) und E-Commerce Lösung
- Bring Ventures invests in Crossborderit (CBIT), DDP and ecommerce solution
- Lionspeed GP with Patrick Kolb and Lorenzo Rocco joins forces with CarCollection Motorsport in 2021
- Eurekos, ein klassenbester LMS-Anbieter, hat seine Position im renommierten Fosway 9-Grid™ für Lernsysteme verbessert
- Eurekos, en førsteklasses LMS-udbyder, har forstærket sin position på den prestigefyldte Fosway 9-Grid™ for læringssystemer
- Eurekos, ein erstklassiger LMS-Anbieter, hat seine Position auf dem renommierten Fosway 9-Grid™ für Lernsysteme weiter ausgebaut
- Digi Communications N.V. announces Share transaction made by an executive director of the Company with class B shares
- Digi Communications N.V.: Announces an Amendment to the Financial Calendar for 2021
- Ideanomics Invests $13M in Italian EV Motorcycle Company, Energica
- DigiSky and Asman Technology Announce Global Reseller Agreement
- Neowintech - O Marketplace Da Sua Próxima Solução Financeira
- Neowintech - Il Marketplace per la tua prossima soluzione finanziaria
- PIONEERING DECENTRALISED SECURE MESSAGING PLATFORM MANYONE ANNOUNCES STRATEGIC RELATIONSHIP WITH UNIVERSITY COLLEGE LONDON CENTRE BLOCKCHAIN TECHNOLOGY
- Digi Communications NV announces the release of the 2020 Preliminary Financial Results
- Fraunhofer IGD develops automated robotic arm to scan cultural objects in 3D, now cooperating with Phase One
- Adapt Fast or Disappear – Choosing the Right Supplier
- Digi Communications NV announces Investors Call for the 2020 Preliminary Financial Results
- A URSAPHARM Arzneimittel e a CEBINA anunciam uma parceria com vista a reaproveitar o anti-histamínico azelastina para combater a COVID-19
- URSAPHARM Arzneimittel et CEBINA annoncent un partenariat pour reconvertir l'antihistaminique azélastine afin de lutter contre la COVID-19
- URSAPHARM Arzneimittel y CEBINA anuncian una colaboración para readaptar el antihistamínico azelastine para combatir la COVID-19
- URSAPHARM Arzneimittel and CEBINA announce partnership to repurpose the antihistamine azelastine to combat COVID-19
- ANIL UZUN Will Launch Bass Guitar Lessons Series on Youtube
- Henrik Stampe Appointed CEO for Mono Solutions
- Anna Mossberg leder Nordens största privata AI-lab i Sverige: "Utan AI riskerar svenska företag att förlora sin konkurrensfördel."
- What COVID-19 has taught us about manufacturing & the importance of a digital online marketplace
- Digi Communications N.V. announces: the Supreme Court of Hungary dismissed the Company’s appeal related to the 5G Tender procedure
- Customer Data Platform Industry to Reach $1.5 Billion in 2021: CDP Institute Report
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GreenMantra Technologies Announces Exclusive Distribution Relationship with HARKE GROUP