WLR Research Findings content for external use

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WLR Research Findings- content for external use

• Openreach Survey
• April 2007

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Contents

• Introduction 04
• Overview 06
• Triggers Barriers Among Those Who Have
  Knowledge 10
• Overcoming Barriers Among Those Who Have
  Knowledge 13
• Overcoming Barriers Among Those With No Knowledge
  14

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Introduction
4
Introduction

• Openreach conducted market research in March 2007
  to inform the communications strategy being
  developed in support of the roll out of WLR3
• The following slides share high level information
  about Openreachs proposed communications plan as
  a result of the feedback obtained from the
  research
• The information provided in this presentation is
  for information purposes only. This does not
  constitute an offer capable of acceptance and all
  Openreach Services are subject to the applicable
  BT Terms and Conditions for the Service and the
  Openreach Price List which is subject to change
  from time to time. All information contained in
  this report is Confidential and should not be
  disclosed without the express agreement in
  writing from Openreach.

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Overview
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Communication Provider (CP) ProfilesBASE ALL
(127)

• At the time of the survey 9 out of a base of 127
  CPs interviewed were planning to migrate to WLR3
  over the next 12 months.
• The WLR3 roadshows had helped to raise awareness
  of WLR3 amongst half of the remaining respondents
  although their plans to migrate were not stated
  to be in the next 12 months.

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Planned Migration DatesBASE ALL (127)

• Overall just over a fifth of respondents stated
  they had some level of plans to migrate
• For the four fifths who had yet to consider the
  benefits of WLR3 and the options for channel to
  market service establishment, Openreach perceived
  an opportunity to raise awareness and define the
  needs for these Communication Providers
• The Communications Providers who had advanced
  their plans had seen an early mover advantage

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Hierarchy of concerns of migration to WLR3
Commercial Support Technical Knowledge Urgency Cle
ar and simple Communications
On going support
System integration issues
Cost of Implementation like software and interface
Loss of customer control
More Aware
Openreach to take a lead
Technical Ownership
Address through a segmented approach with WLR2
providers
Less Aware
Provide opportunities to hear comms messages
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TRIGGERS AND BARRIERS AMONG THOSE WITH
KNOWLEDGEBASE 67 CPs
10
Benefits value perceived and prompted

• Those with knowledge of WLR3 saw that better
  customer information, management, appointment
  book access along with the equivalence of process
  as the main benefits to be gained. A high value
  was placed on these key triggers by around three
  quarters of the respondents.
• The benefits that had most appeal to respondents
  had on the whole a good level of awareness of
  what they entailed.
• The exception was Appointment Book Access where
  awareness was lower at 63 even though the appeal
  was high. This creates an opportunity for
  communications messages to highlight the benefit
  and as a result of this feedback Openreach will
  be using this information to improve
  communications plans.

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Barriers and concerns

• Three concerns need to be addressed to overcome
  barriers to adoption Commercial, Support and
  Technical. The cost of interface development was
  mentioned by 30 of those who said they know some
  of the benefits.
• Support for implementation and minimising
  downtime through technical problems were the
  other two main areas mentioned as barriers to
  adoption.
• Openreach perceive that support for a low cost
  and light touch access solution to WLR3 will
  address these main barriers and will address CP
  concerns.

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OVERCOMING BARRIERS THOSE WITH KNOWLEDGE BUT NO
PLANS IN NEXT 12 MONTHS BASE 56 CPs
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Why Those With Knowledge Have Not Made Plans

• More information is sought by 39 of those with
  knowledge of WLR3 but with no plans. The
  implication is that more knowledge will drive
  urgency in developing plans for WLR3.
• Openreach anticipates launching a new easy to
  navigate WLR3 website with new simple to read
  information as part of the plans to address this.
  
• While more support and a minimisation of
  disruption are important areas to address,
  Communications Providers will also require
  education on the advantages from using a third
  party integrator as a solution to establishing
  WLR3. There is a case to make on cost versus
  benefit. Information on engaging with third party
  integrators will be available on the new
  Openreach WLR3 website.

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OVERCOMING BARRIERS THOSE WITH NO KNOWLEDGE OR
UNAWARE OF WL3 BASE 60 CPs
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Benefits value perceived and impact

• Communications to WLR2 providers who are unaware
  of WLR3 should be around the benefits most
  strongly perceived as being customer related
  rather than the technology enablement. The most
  compelling of the benefit will be around better
  customer management 83, access to better
  customer information 78.
• The research indicated that nearly four out of
  five of the CPs with no knowledge of WLR3 would
  find the benefits a strong spur to action in
  their planning.

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Concerns and desired support

• Once some of the benefits were prompted amongst
  this group, the greatest concerns centred on the
  investment needed to integrate systems 78 and
  the need to take technical ownership at the set
  up stage 71.
• The minimisation of disruption and more support
  at the set up stage were the most expressed
  desired support by 95 of respondents.

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