BT 2014 Annual Report Download - page 21

18 The Strategic Report
Purpose and strategy
Our future plans include
• developing new I-based voice and data products to meet business
customers evolving needs and drive bre take-up
• launching new mobile and IT services, such as converged xed-mobile
products and industry-specic IT solutions
• driving sales in cloud, hosting and security services, and continuing to
build our capabilities in these areas
• becoming the market leader for customer service, by improving our
processes and systems and broadening our service agents range of
skills and
• strengthening our relationships with customers. By making better use
of our information about them, we will be able to sell them more of
the services they need.
BT Global Services – a global leader
There are few companies that can full the needs of the worlds
multinationals for outsourced managed networked IT services. We are a
leader in this growing market.
Our customers look for a provider with global reach, industry-specic
solutions and expertise. With the rise in mobility, we are seeing increased
demand for collaboration, cloud and security solutions.
Building on our strengths in the U and Continental Europe, we are
helping multinationals expand into the high-growth regions of the world
 Asia acic, atin America, Turkey, the Middle East and Africa. We are
also helping local companies in these regions become better connected
internationally.
Our customers tell us there are a number of things which make us stand
out our global assets, people and technology industry expertise and
solutions our consulting capability and our innovation, based on our
experience and resources in the U.
We are building a better business, strengthening our position as a global
leader and improving our nancial performance.
Our future plans include
• supporting our multinational customers by appointing global account
directors and investing further in our network capabilities and the
high-growth regions
• improving our award-winning products and services, making them
more exible and better at working together, and giving more control
to our customers
• investing in BT Advise, our team of professional services experts,
who share their knowledge and skills with our customers
• using our experience and resources in the U, including BTs Adastral
ark research and development centre, to keep improving our
products and services
• delivering better customer service through improving our systems,
tools and how we manage our relationships with our customers and
• driving down cost to become a more ecient organisation and to
invest in the things that set us apart from our competitors.
The wholesaler of choice
We operate mainly in competitive markets served by a large number
of Cs. By oering wholesale services to these Cs we can share in
their success.
Cs vary in terms of their propositions, their target markets and their
business models. Their wholesale needs therefore also vary. Some just
want network components others want a complete retail solution some
want a mixture of both. They may need help to launch new products,
to serve more customers, to lower their costs or to manage their risks.
There are also some common themes. Cs want simple, exible products
and innovative, tailored solutions. They want an expert and dependable
provider who is easy to do business with. Above all, they want to buy
reliable wholesale products at keen prices.
We aim to be the wholesaler of choice by giving them these things.
Through our products and services we give them access to our platforms,
skills and technology, as well as to our economies of scale. Our approach
promotes competition and avoids creating duplicated infrastructure.
It encourages innovation by enabling Cs to focus on nding new ways
to serve their customers.
We supply over 1,400 Cs in the U as well as more than 1,000 around
the world. We remain Europes largest wholesale telecoms provider.
European wholesaler market share by revenue (2012)
18%
BT
13%
FT-Orange
12%
Deutsche Telekom
8%
Telefónica
6%
Telecom Italia
43%
Other
Source: European Wholesale Market Share, 2011-12: The Big Picture, Ovum, January 2014.
Our future plans include
• extending our Ethernet network coverage
• launching more osted Communications Services
• extending the types of trac that I Exchange can handle, to include
4G and wi- roaming services
• giving Cs more direct control over their orders by oering more
self-service options
• using more automation to improve our response times to C orders
and fault reports and
• further reducing our cost base, so that we can continue to oer
competitive prices as well as innovative services.
The best network provider
Our networks underpin the services that we provide to our customers
consumers, businesses, the public sector and other Cs. We aim to
be the best network provider in the U by investing in our networks
(adding capacity and making them more ecient and reliable) and
providing the best services over them. This will enable us to meet the
continually growing demand for bandwidth and reliable, always-on
broadband services.
Our network of exchanges covers the entire U (except the ull area
which is served by COM Group). We are able to provide copper-based
telephony services and bre-based Ethernet services to over 99% of U
premises from these exchanges. We are able to provide copper-based
DS broadband to around 99% of premises and bre broadband
services to around two thirds of premises.
The U has the widest coverage of high-speed broadband of Europes
ve largest countries by population. We want to improve access to bre
broadband even further. We believe this will support economic growth.
Faster broadband speeds are expected to contribute £17bn to the Us
annual Gross alue Added by 2024a.
a 8. Broadband ,mpact Study, 'CMS, 1ovember 2013.