Antonio Ricciardi
Marketing Director & Head of Commercial Roaming (2007-09 Consumer Senior Marketing Manager), du - EITC
13 years professional experience in European and MENA telecom industry spanning from Marketing to Strategy and Commercial Carrier Relations with proven experience in:
- large dynamic companies (VODAFONE, www.vodafone.it );
- start ups (DU, www.du.ae and 3 ITALIA, www.tre.it or www.three.com );
- pan European corporations (TISCALI, www.tiscali.com )
Specialties
- STRATEGY: strategic analysis, planning and design, business planning, market segmentation, scenarios' analysis
- MARKETING: value customer proposition definition, 360 degree customer experience design, consumer insights, product management, pricing analysis, social media marketing, marketing communication (ATL, BTL, direct, ..)
- CARRIER RELATIONS: negotiations, 360 accounts' portfolio management
50 contactsMarketing Director & Head of Commercial Roaming (2007-09 Consumer Senior Marketing Manager), Du - EITC
For du, the UAE innovative quadruple play provider owning 40% market share:
- Launched several first in the region propositions including One World One Rate for voice and data services, which have granted du the status of the preferred operator from UAE consumers
- Crafted and implemented the strategy to drive the shift from focusing on voice to data roaming services
- Built and introduced into the market the Visitor Mobile Line proposition which is designed around the unique needs of the Visitor segment
- Developed alternative - non conventional sales channels to promote special packages and to avoid cannibalization of other packages
- Designed and optimized customer experience around 10+ customer touching points
- Developed and managed the relationship with 400+ world class carriers
- Achieved revenue and EBITDA enhancement and long term profitability by negotiating special wholesale deals with operators from all geographies
- Developed branding, messages, below the line materials, promotions and media plans to raise proposition / brand awareness in the market segment
2006 - 2007du is the UAE quad-play provider which brought competition into the UAE market
- Defined and implemented the marketing strategy to attract the high end of the Consumer market (at launch du achieved a 22% weight of the value segment above its customer base vs. the competition benchmark of 17%)
- Lead the International Roaming product management and development team
- Revamped the existing triple play operations (developed full re-branding, enhanced customer experience)
2004 - 2006At that time Tiscali was the second largest Pan European ISP with subsidiaries across 16 different markets.
- Crafted and followed through the implementation of the strategy to help the company switching its focus from Narrowband to Broadband Internet access
- Developed and launched VoIP on a pan European scale
- Designed the go to market plan for MVNO offerings
- Produced and updated the Group B2C business plan
2003 - 2004H3G Italy, through its "3" commercial brand was the first to introduce 3G services in Europe and is the leading 3G European service provider
- Managed the Consumer propositions’ portfolio (price plans, handsets’ price list and promotions), contributing to 3 Italy being recognized as the leading 3G European operator (10+ MN 3G customers with a significant percentage of non voice services related ARPU)
- Introduced in the market several world fist propositions, such as the "SuperTua" plan (outgoing charges fully subsidized by bonus on incoming), "Tua" plans (subsidized handset for pre paid packages), etc.
2001 - 2003H3G Italy, through its "3" commercial brand was the first to introduce 3G services in Europe and is the leading 3G European service provider
- Defined requirements and launched all new generation Communication, Mobile Broadband and several digital content based services in cooperation with all Hutchison Group subsidiaries
- Launched Prepaid, International Roaming services and Mobile Number Portability
1999 - 2001Vodafone is the global leading mobile player with significant presence in 20+ countries
- Improved profitability by analyzing customer insights and consequently recommending Pricing for the entire Consumer proposition spectrum (initiatives drove additional usage and increased customer’s loyalty)
- Supported various company’s function to achieve their planning
- Designed and implemented a customer insights dashboard (“Observatory”)