Vivo Investor Day Christian Gebara - Chief Operating Officer New York March 12th 2018 - Telefônica
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Vivo Investor Day
Christian Gebara
Chief Operating Officer
New York
March 12th 2018
Disclaimer
This presentation may contain forward- The exclusive purpose of such
looking statements concerning future statements is to indicate how we intend
prospects and objectives regarding growth to expand our business and they should
of the subscriber base, a breakdown of the therefore not be regarded as guarantees
various services to be offered and their of future performance
respective results
Our actual results may differ materially For a better understanding,
from those contained in such forward- we are presenting pro forma numbers
looking statements, due to a variety of combining Telefônica Brasil and GVT
factors, including Brazilian political and results for all financial and operational
economic factors, the development of indicators for every period as of
competitive technologies, access to the January, 2015
capital required to achieve those results,
and the emergence of strong competition
in the markets in which we operate
2
VIVO HAS PRESENTED A SOLID PERFORMANCE
Net Service Revenues | R$ Bn Reducing exposure to mature voice business
CAGR 15-17
% of Non-Voice Revenues over Revenues
1.8% CAGR
15-17
Fixed + Mobile
40.6 41.3 42.1
Mobile 23.6 24.3 25.4 3.6%
67.4%
57.3%
Fixed 17.0 17.0 16.7 -0.7%
51.1%
2015 2016 2017
Recurring
EBITDA 30.2% 32.1% 33.9% 2015 2016 2017
Margin
1- Includes voice, interconnection and other services. 2- Includes DTH and IPTV. 3- Includes other broadband
revenues (VAS and installation fee). 4- Corporate Data and IT 3
VIVO GENERATED STRONG RESULTS IN THE MOBILE BUSINESS,
ESPECIALLY IN THE POSTPAID SEGMENT AND DATA SERVICES
Net Mobile Solid and consistent revenues
Service Revenues¹ R$ Billion growth in Postpaid² YoY
CAGR 15-17
3.6% 10.9% 8.6% 9.0%
24.3 25.4 CAGR 15-17 2015 2016 2017
23.6 1.1
1.7 1.3 -19.0%
Data and digital services as the main
11.4
lever for future growth
14.1 18.3 _4G potential still high as only
46% of our customer base is on 4G
120,0%
33.5% 40,0%
while we cover 85% of population
100,0% 30.2% 35,0%
10.4 26.7% 80,0% 23.3% 30,0%
8.9 25,0%
_Large opportunity for upselling
6.0 60,0% 20,0%
-24.4% 40,0%
72%
15,0% data in Hybrid and Family Plans
20,0% 48% 58% 10,0%
2015 2016 2017 0,0%
5,0%
0,0% _Rebound in prepaid with
Outgoing voice Data and Digital Services Incoming voice 2015 2016 2017 expected economy pick-up
% Mobile Data over MSR
Data and Digital Services Revenues YoY
1- Simplified view, the chart’s breakdown does not disclose other services revenues
2- YoY evolution does not include wholesale, M2M and other services revenues
4
SOLID AND CONSISTENT OPERATIONAL RESULTS, REFLECTED IN HIGH
MARKET AND REVENUE SHARE, LOWER CHURN AND IMPROVING ARPU
Absolute leadership in the mobile market Leading to unrivaled value proposition and ARPU
Mobile Market Share Postpaid Churn Prepaid Migration to Hybrid
41.8%
43%
42.4% 42.1%
30.2% 31.7% 1.87% 1.79% 1.76% 18%
28.4% 13%
mobile 1.1% 1.0%
1.0%
revenue
2015 2016 2017 share
Total Postpaid
2015 2016 2017 2015 2016 2017
Voluntary churn
Supported by strongest level of postpaid net adds
Vivo Postpaid
45.3% 49.1% Total ARPU | R$ per month Data ARPU | R$ per month
42.4%
39%
4.000 50,0%
3.500 45,0%
40,0%
3.0%
30%
3.000
35,0%
2.500 30,0% 13.0%
2.000 25,0% postpaid
1.500
2,719 3,381 20,0%
share of 28.5 Higher than 28.6%
1.000 2,317 15,0%
10,0% net adds 27.6 competitors
35.2%
500 5,0% 24.5 average 11.8 16.0 20.5
0 0,0%
2015 2016 2017 2015 2016 2017 2015 2016 2017
Net Adds (thousand) Customer Mix
5
DESPITE HISTORICAL DECLINE IN FIXED VOICE, VIVO PRESENTED
DOUBLE-DIGIT GROWTH IN THE UBB AND IPTV SEGMENTS
Net Fixed Revenues | R$ Bn Strong momentum in key revenue lines
CAGR 15-17
-0.7% CAGR FTTH Revenue | R$ million IPTV Revenue | R$ million
15-17
CAGR
17.0 17.0 16.7 15-17 +40.5% +63.4%
Data
and IT4 2.4 2.6 2.6%
2.6
xDSL³ 1.6 1.6 1.8 5.0%
UBB 1.9 2.3 2015 2016 2017 2015 2016 2017
Pay TV ² 2.8 20.2%
1.7
1.9
1.9 5.1%
Reducing exposure to mature voice business
Voice and
others¹ 9.3 % of Non-Voice Revenues over Fixed Revenues
8.6 7.7 -9.0%
53.4% 58.0%
50.0%
2015 2016 2017 2015 2016 2017
1- Includes voice, interconnection and other services. 2- Includes DTH and IPTV. 3- Includes other broadband
revenues (VAS and installation fee). 4- Corporate Data and IT 6
STRONG PERFORMANCES IN FTTH AND IPTV ARE
LEADING TO CUSTOMER MIX AND ARPU IMPROVEMENT
Broadband Accesses and ARPU Pay TV Accesses and ARPU
BB Accesses | Thousand CAGR Pay TV Accesses| Thousand 30% take-up CAGR
15-17 IPTV over FTTH 15-17
TOTAL 7,117 7,296 7,432 2% TOTAL 1,732 1,713 1,588 -6%
IPTV
FTTH 8% 12% 17% 48% 10% 15% 24%
49%
FTTC¹ 46% 45% 44% 0% 90% 85%
DTH 76% -14%
xDSL 46% 43% 39% -6%
2015 2016 2017 2015 2016 2017
Average speed of 22Mbps (+24% yoy) for B2C customers
BB ARPU FTTH Accesses TV ARPU IPTV Accesses
R$ per month Thousand Net Adds R$ per month Thousand Net Adds
CAGR 15-17 CAGR 15-17
+10.9% +8.8%
300 402
212 128
76 82
91.3 96.8
41.9 45.1 51.6 81.7
2015 2016 2017 2015 2016 2017 2015 2016 2017 2015 2016 2017
1- FTTC (Fiber to the Cabinet) includes Cable accesses 7
WITH UNDISPUTABLE LEADERSHIP IN BRAZIL, VIVO IS IN THE
BEST POSITION TO CAPTURE MARKET OPPORTUNITIES
4th PLATFORM Big Data & Artificial Intelligence
Aspirational Brand
3rd PLATFORM Complete Value Proposition
2nd PLATFORM E2E Digital Transformation
1st PLATFORM Unique Infrastructure
1 st P L A T F O R M UNIQUE INFRASTRUCTURE
ONE OF THE MAIN PILLARS OF VIVO LEADERSHIP IS ITS NON REPLICABLE NETWORK
MOBILE NETWORK FIXED NETWORK
Largest and most reliable _Significant expansion
3G and 4G network: of the FTTH footprint
_Coverage _Successful new cities
_Spectrum holding growth model
_Fiber-connected sites _Leveraging on TEF Group
unique experience on
+
fiber deployment
Robust Core Network to fulfill _ 97 thousand km of national backbone
_ Use of 4 international submarine cables with
the expected traffic growth
full redundancy and capacity over 24 Tbps
10OUR ROBUST NATIONWIDE MOBILE NETWORK PROVIDES A UNIQUE
NETWORK AVAILABILITY AND THE BEST CUSTOMER EXPERIENCE
4G Cities 4G Coverage Leadership Map*
% pop. covered
60% 85% 16 States
2,667 248
cities
516
2016 Feb 18
*Leadership in number
+ Leadership in 3G, with 93% of population coverage of 4G covered cities
11BEST SPECTRUM HOLDING IN THE MARKET, A CRUCIAL FACTOR
IN FULFILLING THE EXPONENTIAL DATA CONSUMPTION GROWTH
_ Nationwide coverage with 20+20MHz bandwidth
2,600MHz 30+30MHz in 478 in cities such as São Paulo,
Rio de Janeiro, Niterói and Florianópolis
_ Spectrum optimization:
1,800MHz 1,800MHz refarming and carrier aggregation
_ Best positioned in premium spectrum bandwidth in Brazil
700/850MHz
_ 700MHz already available in 472 cities, 1,356 expected in 2018
12VIVO MASSIVELY DEPLOYED FIBER-CONNECTED SITES AND SIGNIFICANTLY
EXPANDED ITS BACKBONE, FOCUSING ON REDUNDANCY AND NETWORK RELIABILITY
Total fiber-connected sites Backbone extension
# sites Thousands Km
9.5Tbps
+35% of capacity
+17%
+13%
+12%
83 97
74
2015 2016 2017 2015 2016 2017
13THE RESULT IS THE BEST NETWORK EXPERIENCE,
CLEARLY PERCEIVED BY OUR CUSTOMERS
4G Speed 4G Fallback
Average download speed
(Mbps)¹
to 3G/2G Network CSI²
% 4G terminal traffic
on 3G and 2G networks
7.1
7.99
%
7.61 7.71
-27% +0.49
Closest
competitor
22.7 2015 2016 2017
21.2 47%
34%
Jan'17 Jan'18 2016 2017
1- Open Signal January 2018 2 – Measured by the internal Consumer Satisfaction
Index survey , with data collected by the research
institutes Ibope, Data Folha and TNS
14VIVO IS EXPANDING EXISTING FOOTPRINT AND ACCELERATING
ITS LEARNING CURVE FOR FTTH DEPLOYMENT
FTTH Expansion Acceleration
in 2017: FTTH FTTC FTTx
16 19k Cities 87 128 215
FTTH footprint
New FTTH vertical HPs
cities structures million 7.0 11.4 18.4
2017 new cities
_Scale and learning
_Superior FTTH _Field operations and channels
curve gains leveraging
deployment prepared for quick launch
on TEF Group
-50% -9% -32%
Increasing Technical Churn Capex/
Complaints FTTH HP
Operational
Know-How
Jan'17 Oct'17 4Q16 4Q17 2015 2017
15VIVO HAD A SUCCESSFUL TRACK RECORD IN NEW CITIES,
QUICKLY LEADING THE MARKET
MS UBB (>34Mbps) ARPU
Network occupancy 3 months after launch R$ / month
Pouso Alegre - MG
+39%
13%
6% 8%
89%
Mo.1 Mo.2 Mo.3 Overall customer Pouso Alegre
base
Vitória da Conquista - BA +46%
35%
23%
10% 55%
Overall customer Vitória da
Mo.1 Mo.2 Mo.3
base Conquista
16THE UBB MARKET IS GROWING OVER 70% YoY, BUT COVERAGE
AND AVAILABILITY IN BRAZIL ARE STILL VERY LIMITED
UBB¹ has significantly higher growth rate
Brazil BB accesses (M)
CAGR
14-17
26.8 28.7
24.0 25.5 4.3
+6%
2.9 _Broadband was
0.8 1.4 +76% the only segment
with accesses growth in 2017
23.2 24.1 23.8 24.5 _UBB specifically
represented over 70%
of the total broadband
market growth 14-17
+2%
2014 2015 2016 2017 _Average national UBB
BB UBB penetration not higher than
7% of households
1- Considers connections >34Mbps 17VIVO WILL INVEST AN ADDITIONAL R$2.5BN IN ORDER
TO BOOST FTTH EXPANSION IN THE NEXT 36 MONTHS
Footprint Evolution In 2020
FTTH HPs (M)
_1.0 M additional clients
(33% expected take-up)
_>R$ 1 Bn in additional UBB
Acceleration +3.0* R$2.5Bn revenues in 2020
Project
_EBITDA margin accretive
+1.0
7.0
Base Plan _Cities above 50k inhabitants
_Selected neighborhoods in
cities already covered
_Favorable competitive areas
2017 12m 24m 36m
_Cherry-picking based on IRR
* 4,200 km additional backbone
18THIS EXPANSION WILL FOLLOW 2 APPROACHES: CHERRY-PICKING NEW AREAS
IN EXISTING CITIES AND ENTERING IN NEW ECONOMICALLY ATTRACTIVE CITIES
Covered Cities New Cities
87 +400
Vivo FTTH already present cities New FTTH presence candidate cities
Population >100k Population >50k
_Higher concentration of _Increasing demand for UBB
ABC households _< 4% UBB penetration
_> 25% UBB penetration
Increase presence by Expand to
cherry-picking economically attractive
attractive neighborhoods neighborhoods in new cities
192
nd PLATFORM
E2E DIGITAL TRANSFORMATIONVIVO’S MAIN CHALLENGE IS TO MAKE THE
LARGEST DIGITAL TRANSFORMATION IN BRAZIL
B A C K - E N D F R O N T - E N D
IT transformation E-care (Meu Vivo)
Agile Model & E-billing
Digital Culture E-commerce
+ Efficiency
Digitalization = + Better Customer Experience
21TO SUPPORT THE DIGITAL TRANSFORMATION, VIVO IS DRASTICALLY
SIMPLIFYING ITS IT INFRASTRUCTURE AND PROCESSES IT transf.
MAIN BENEFITS
Salesforce automation _Shorter time-to-market
_Simplified and user
FULL STACK friendly sales platform
OCS _Single and integrated
Workforce Management billing
OSP OSP
_Consolidated view of
multichannel
interactions
_New e-care
100 legacy IT systems to be switched
off in the next three years
22TRANSFORMING CUSTOMER EXPERIENCE
THROUGH INNOVATIVE DIGITAL CHANNELS E-care
VIVO 4G+
New MEU
VIVO app
MEU VIVO MEU VIVO MEU VIVO APP
transactions unique users (M) downloads (M)
+81% +42% +84%
13.6 25.8
9.6
14.0
Dec’16 Dec’17 Dec’16 Dec’17 Dec’16 Dec’17
51% 1/4
of total of postpaid
interactions clients access
monthly
23MEU VIVO APP IS CONSTANTLY EVOLVING WITH NEW FUNCTIONALITIES
E-care
Technical support Future
Data sharing and visit scheduling Detailed bill expenditures Vivo Valoriza
VIVO 4G+ VIVO 4G+ VIVO 4G+ VIVO 4G+ VIVO 4G+
24VIVO IS ALSO BOOSTING E-BILLING PENETRATION
E-billing
Experience E-billing
improvements >50%
Penetration in mobile
in Meu Vivo
B2C
+19pp
Initiatives to
leverage e-billing 43%
adoption 24%
Dec 16 Dec 17
70% Copy of Bill Requests
of new All channels - B2C mobile
postpaid -28%
customers
signed for
e-billing
at the store
2016 2017
25E-COMMERCE IS GAINING TRACTION WITH BETTER ONLINE EXPERIENCE
E-commerce
Online Transactions¹ Digital Share
Hybrid Plans Activation²
127%
7x 2017: 5%
2020: >25%
Digital Top-ups FTTH B2C SALES
11%
>30% 22%
2017: 24%
2020: >50%
21.3%
18.9%
FTTH B2B SALES
126%
56% 2017: 10%
2020: >40%
2017 Feb-18 2020E 2015 2016 2017
26 ¹ Sales originated in digital channels | ² Includes sales, migration and portabilityDIGITALIZATION INITIATIVES CLEARLY HAD A POSITIVE
IMPACT ON CONTACT RATES IN ALL PRODUCTS
Customers are encouraged to use digital
Contact Rate channels for the main contact reasons
Received calls on call center Received calls on call center
-29% -48%
Top-up balance
B2C Mobile -41%
Copy of the bill
-19% (all products)
-12%
Data consumption/
B2C Fixed balance
2016 2017 2016 2017
27AGILE: VIVO IS TRANSFORMING THE WAY OF
WORK AND INTERNAL COLABORATION Digital Culture
Digital
Culture
Design
Thinking
SQUAD S Lean UX
Agile
Method
283 rd P L A T F O R M COMPLETE VALUE PROPOSITION
MOBILE VALUE PROPOSITION
OUR MOBILE VALUE PROPOSITION AIMS TO DELIVER THE
BEST DATA VALUE FOR MONEY WITH EXCLUSIVE SERVICES
DATA in the core
Unique functionalities
VAS in the offer
31VIVO’S STRATEGY FOCUSED ON OFFERING “MORE FOR MORE” IS PAYING OFF
Data
PREPAID POSTPAID
First operator Vivo created family plan
with a complete concept, with all services
weekly offer available to all family
(voice, data and SMS)
members
% Prepaid with Vivo Turbo R$/client/month R$/client/month # of additional lines
+50% +31%
36 59
2015 2017 Other offers Vivo Turbo Other postpaid Family Plans 2016 2017
32ALSO, IT HAS UNIQUE USAGE FUNCTIONALITIES
AND DATA MANAGEMENT TOOLS Func.
Data management
PREPAID Data sharing within
Vivo community
POSTPAID through Meu Vivo
-25%
Churn Data carry over and
~ 2 M transactions per month Postpaid data management
through Meu Vivo
Other Postpaid Family Plans
33VIVO ADDED EXCLUSIVE DIGITAL SERVICES TO THE OFFERS
VAS
PREPAID
Bundled apps
VAS REVENUES
(R$ Bn)
POSTPAID
+52%
Bundled apps
3.4
Double Play: additional data for music 2.3
and video streaming apps
2016 2017
% of mobile service revenues
Essential Apps: mobility apps with no 9.2% 13.4%
consumption of data allowance
34VIVO IS STRENGHTHENING ITS POSITION
AS A TECHNOLOGICAL HUB IN BRAZIL
+65 Startups in our
local portfolio
RELEVANT
PARTNERSHIPS
x
Leveraging Vivo´s
commercial channels
and brand
35VIVO WILL ACCELERATE SMARTPHONE SALES, REPRESENTING
A RELEVANT REVENUE GROWTH OPPORTUNITY
Smartphone sales start to recover in the Brazilian market Unique competitive advantages to lead smartphones sales
_One of the largest retail chains
Smartphone Revenues Total Market
Vivo
R$ Bn _Trained salesforce
51.1 48.4 50.8 _Incremental volume with no subsidy and positive margins
_Relevant scale to negotiate with suppliers
_Recognized brand
1.5 1.2 1.1
2015 2016 2017 Vivo is leader among carriers specially in high end devices
Smartphone Sales Growth – B2C Smartphone
YoY Market Share
among operators;
29% 27% handsets >R$ 1,500
2%
46%
-10%
-16%
Oct'17 Nov'17 Dec'17 Jan'18 Feb'18 Source: Survey GFK
Source: IDC, Vivo Press Releases 36 Source: Survey GFKIN B2B, VIVO IS INNOVATING AND SIMPLIFYING
THE PORTFOLIO THROUGH SMART VIVO PLANS
B2C-like approach,
with simplified
offer and bundling
Mobile Portability B2B Data B2B NPS
in thousand penetration
Positive portability ratio against all
major players since June 2017
+9.2pp +9p
31 3
58.4% -6
49.2%
4Q16 1Q17 2Q17 3Q17 4Q17
-4 2016 2017 2016 2017
37FIXED VALUE PROPOSITION
VIVO HAS THE MOST COMPREHENSIVE FIXED VALUE PROPOSITION
_Future proof technology
_Best TV platform
Value _Superior commercial channels
Proposition _High customer satisfaction
_TEF Group expertise
_Brand awareness
Fiber in Positioned IPTV and OTT Best Wi-Fi New “Price, not
the core as the best for bundled experience ultra-speeds promotion”
fixed internet offers with no bill
shock
39EXCELLENT WI-FI EXPERIENCE IS KEY TO IMPROVE SATISFACTION WITH UBB
VIVO 4G+
Superior devices
HGU and new VDSL in 2.4GHz and 5.0GHz
App Vivo Smart Wi-Fi
Auto diagnosis / Wi-Fi optimization map and block-unblock devices
/ Change Wi-Fi name and password/ Create Wi-Fi for guests
Security and artificial intelligence
Integration with security VAS / Integration with Aura
40IN TV, OUR FOCUS IS TO DELIVER THE BEST VALUE PROPOSITION
WITH CUTTING-EDGE TECHNOLOGY, NOW INCLUDING OTTS IN THE OFFER
100+ HD Channels
TV quality recognized
by Vivo Fibra clients
New digital video
_Multi-room recorder services (OTTs)
Most relevant
_TV everywhere
functionalities
_VoD Vivo Play …
_In app remote control
_Replay function
~3M clients TV+OTT
IPTV available in all FTTH cities by mid 2018 in 2020
41VIVO OFFERS EXCLUSIVE BENEFITS TO CONVERGENT CLIENTS,
INCREASING LOYALTY AND CUSTOMER SATISFACTION
Mobile benefits to fixed clients
Up to
10 Giga Discount
for Vivo V Future additional
bonus for
mobile users fiber clients benefits
_Additional data bonus
_Faster internet speed
Fixed benefits to mobile clients
_Exclusive handsets
benefits
Double speed _Bonus for Vivo Valoriza
in new cities
42IN B2B, VIVO STRENGTHENED ITS DIGITAL VALUE PROPOSITION,
GETTING READY FOR CAPTURING NEW REVENUE STREAMS
Digital business Focus on energy
efficiency and
41.4%
acceleration IoT smart fleet
M2M
_Complete portfolio
Market Share
_Specialized and advisory channels
_Relevant partnerships
Complete Portfolio
for all company 1.8x
_100% digital customer journey
Cloud sizes Revenue growth 2017
Solutions bundled
with traditional 2.1x
Security services Revenue growth 2017
Focus on real use First deals
cases: scoring,
Big Data Luca and Vivo Ads closed in 2017
43UNIQUE CHANNEL EXPERIENCE
OUR SALES CHANNELS HAVE AN ENORMOUS CAPILLARITY, PROVIDING
A UNIQUE POSITION IN EVERY LOCATION AND CUSTOMER SEGMENT
1.8k presence in
stores
+180
95%
retail chains of Brazilian
cities
+575k
top-up spots
5.9k 70% of new postpaid
telemarketing agents plans bought at stores
4.9k #1 telco in
B2B salespeople channel capillarity
45VIVO DEVELOPED A NEW CONCEPT STORE, EVOLVING
FROM POINT-OF-SALES TO POINT-OF-EXPERIENCE…
Videowall
Vivo Guru
Strengthening brand
experience and Support for sales of
commercial offers smartphones and apps
TV Lounge Amusement
Fixed B2C products cross- _Co-working spaces
selling and exclusive fiber _Wi-Fi
and IPTV experience _Music and gaming
Comprehensive Premium Care
Portfolio Exclusive lounge for
premium customers
Mobile, fixed and B2B
services, smartphones
and accessories
>10% higher revenue in
refurbished stores 9.58 average customer
satisfaction rate
46…ALSO OPTIMIZING STORES AND IMPROVING PROCESSES
Optimizing stores
Excellence in processes
# Stores _ Paperless sales
-13% _ Totems and tablets
for self-care
2,128 1,849
2016 2017
_Capillarity reduction based
on profitability with no sales
impact, using Big Data
_Increased availability and _ Queue management
sales of fixed products _ Visit scheduling via
_B2B portfolio recently Meu Vivo app
launched
474th PLATFORM BIG DATA & ARTIFICIAL INTELLIGENCE
OUR PATH TO THE 4th PLATFORM BEGAN SOME YEARS AGO…
2013 2014 2015 2016 2017
Advanced 1st big Data ingestion Use cases 4th Platform
analytics & statistics data cluster & data labs roll out & artificial intelligence
49… AND WE SUCCEEDED IN BUILDING A SOLID AND INTEGRATED FRAMEWORK
4P
Digital Channels
Aura
Apps Web TV
Physical Channels Artificial Intelligence External
Customers API
Call
Cognitive Gateway Partners
Vivo
Stores center
Big Data
External Channels
Facebook Google
Messenger Assistant Others... Personal Data Space
Data 3P Actions
2P
1P
50VIVO HAS THE LARGEST BIG DATA INFRASTRUCTURE ON PREMISES IN LATIN AMERICA
LARGEST MAIN MORE THAN
LATAM CLUSTER USE CASES R$350M IN GAINS
+ Big Data Benefits OpCF
CLOUD Next Best R$ M
Offer
350
+
20 Pb
x137 Media Mix
Modeling
x70
Data
Nodes
283 Credit
Policy
83
2x
Network
0.1 Pb Optimization
Servers 5 +
306 expected
Revenue
Assurance in the next
2013 2017 2015 2016 2017 years
51NETWORK OPTIMIZATION CASE SHOWS OUTSTANDING RESULTS
ON INVESTMENT EFFICIENCY AND CUSTOMER EXPERIENCE
BETTER
EXPERIENCE
More accurate
mobility reducing
blind spots
DRIVEN EFFORTS
Prioritization for
Based on specific segments
space location Based on
and reach of personal user
cell sites experience
MORE EFFICIENT
+20% Optimization
Traditional of mobile network
network planning Network optimization investments in 2018
52VIVO ADS: MONETIZING BIG DATA THROUGH ADVERTISING
Advertising In just 2 years
Video Ads Revenues of operation:
R$ M
+25% + 600 campaigns
192 + 175 advertisers
154 + 75% of them
Location
Ads recurrent
9 of 10
Ganhe 200MB ao assistir ao vídeo biggest advertisers
Patrocinado por Honda
Programmatic of Brazil use Vivo Ads
Sponsored Data 2016 2017
in their strategies
Recognized by the 3 most important marketing awards of brazil
Ao participar, eu concordo
com os Termos e Condições.
Caboré Propaganda Magazine Digitalks Awards
Media Plataform Mobile Plataform Mobile Media Professional
of the year 2017 of 2017 of the year 2017
53MEU VIVO WILL LEVERAGE ON PERSONAL
DATA SPACE AND ARTIFICIAL INTELLIGENCE
AURA
Internet Technical support and Future Artificial Intelligence
data sharing visit scheduling Detailed bill expenditures
VIVO 4G+ VIVO 4G+ VIVO 4G+ VIVO 4G+
10 functionalities available
(represent ~40% of call center contacts)
54Aura
ASPIRATIONAL BRAND
VIVO IS ONE OF THE STRONGEST BRANDS ACROSS ALL CATEGORIES IN BRAZIL
Most valuable Top of Mind Most trustworthy
Brand value (R$)
Brazilian brand Interbrand, 2017 Mobile Operator Telecom Brand
Interbrand, 2017 Folha de S.Paulo/Datafolha Seleções Reader’s Digest
57
57 Pública
InformaçãoVIVO IS THE PREFERRED MOBILE OPERATOR IN BRAZIL
Brand Consideration Preference - Rejection Recommendation
72% In postpaid:
67%
60% 33%
vs. 17% the closest
48% 25% competitor
40%
18% 33%
28%
9% 18%
VIVO Competitor 1 Competitor 2 Competitor 3 VIVO Competitor 1 Competitor 2 Competitor 3 VIVO Competitor 1 Competitor 2 Competitor 3
-8%
58 Source: Measured by Tracking de Marca internal survey, refers to 4Q17VIVO PURPOSE IS…
TO CONNECT PEOPLE
so they can enjoy life at its bestVIVO INVITES PEOPLE TO GET OUT OF THEIR COMFORT ZONE AND TO
BE OPEN TO NEW EXPERIENCES AND DIFFERENT POINTS OF VIEW
LIVE LESS
OF THE SAME
60A CONCEPT IMPLEMENTED BOTH EXTERNALLY AND INTERNALLY
Externally Contemporary Internally
topics
No dress code
Cool work environment
61VIVO HOLDS THE MOST IMPORTANT SPONSORED ASSET IN BRAZIL
Vivo has been
sponsoring the Brazilian
soccer team for the last + R$ 286M
13 years on earned media in the
Fifa World Cup 2014
(since 2005)
62Video pout-pourri
TO SUM UP…
Vivo, a technological player, with unique assets in Brazil
_Robust and complete infrastructure
_Strong evolution towards automation and digitalization
_Innovative value proposition and preferred partner for digital players
_Unrivaled commercial channels capillarity and experience
_Advanced movements on Big Data and only telco to use artificial intelligence
_One of the most valued and admired brand with best customer experience
64Vivo Investor Day
New York
March 12th 2018You can also read
