Telia Sonera - IT Sales Opportunities - 2008
Report Summary

TeliaSoneraAB is a Sweden based telecommunications services provider, mainly in the Nordic and Baltic regions. It is also operational in Spain, Russia, Turkey and Eurasia. The company is organized into four principal business areas: the Mobility Services area, which provides wireless communication solutions; Broadband Services that comprises broadband solutions for home and business; the Integrated Enterprise Services area, which manages companies’ internal information technology (IT) and telecom infrastructure, and the Eurasia area, which comprises TeliaSonera’s shareholding activities in Kazakhstan, Azerbaijan, Uzbekistan, Tajikistan, Georgia, Moldova, Russia and Turkey, under the brands K’Cell, Azercell, Coscom, Indigo, Somoncom, Geocell, Moldcell, MegaFon, Turkcell and Life. In the Nordic countries TeliaSonera operates under the brands Telia, Halebop, Sonera, TeleFinland, NetCom, and others. In the Baltic countries it operates the brands Omnitel, Teo, LMT, EMT, and others.

Industry trends and drivers have a direct or indirect affect on IT spending of all companies operating within an industry. For example – increase in demand for WiMax services might result in increase in demand for the required infrastructure and access equipments by TeliaSonera. Thus, we can conclude that industry spending on any particular IT product or service is an important indicator of the criticality of that product or service for the industry. Based on the IT spend information available in ‘TechNavio’, we have computed a ‘criticality score’ for various IT products and services, for TeliaSonera.

Further, various company level developments and events are important indicators of selling opportunities and drive the sales of IT products and services. For example – an acquisition by TeliaSonera might result in opportunities for IT migration and integration services. By tracking these sales drivers (using ‘TechNavio’), we have arrived at a demand score for each product and service.

Through an in-depth analysis of industry trends and drivers and company level developments and events, we have made the ‘IT Selling Opportunities Map’ for hardware (including telecom equipment), software and IT services for TeliaSonera. These maps have been divided into four zones representing Level I, Level II and Level III opportunity areas. Level I opportunity areas have the highest scores and hence, there is a high probability that TeliaSonera will buy these products and services. Level II opportunity areas have lower scores and hence, lower probability to sell to TeliaSonera. Level III opportunities have the lowest scores and hence, unlikely to sell to TeliaSonera.

The report is meant for IT and telecom equipment vendors and intends to help them identify selling opportunities within the company. Further, the identified sales drivers can be used to penetrate these accounts or increase current share of the customer's wallet. Also, the report lists key IT spending decision makers, which will enable salesperson to directly contact the key executives within the company.