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THE NEW CEO'S"U TURN"PLAN

The new CEO's"U turn"plan

"I accepted this post willingly but knowing that it was going to be difficult,”

Son Güncelleme: 01.09.2009

It is eight months since Serpil Timuray was appointed as CEO. In the first quarter of the 2009 financial year, Vodafone Turkey recorded double digit growth compared with the same period the previous year. Income per subscriber rose from TL 11.7 to TL 13.7. Timuray describes these figures as “satisfying signals” and adds: “Our turnover of TL 637 million in April-June makes us the second operator in terms of revenue. In any case, we are easily the second largest operator in terms of subscribers. In the medium term, we are targeting becoming an even stronger second operator.”
She explained her first eight months to Capital. Timuray’s replies to our questions are as follows:
Capital:  What kind of changes have you introduced since you became CEO on 1 January?
2009 is a year in which Vodafone is reformulating its strategic plan in order to strengthen its position in Turkey. We have expanded our management team and redesigned our strategic plan.
Capital:  What have you done within the framework of this growth programme?
Our first and most important strategy is to promote our brand in Turkey. This means making it a brand which is highly regarded and adopted by the hearts and minds of Turkish consumers.
Our second strategic target is to focus on customer satisfaction. When we talk of customer satisfaction, we are talking about a comprehensive structure which includes infrastructure, the distribution network and the balance of values. In the last two years, Vodafone Turkey has doubled the number of its base stations to 11,000. In the last six months we have introduced another 400 base stations. At the moment we cover 98 percent of the population of Turkey’s 81 provinces. On the other hand, we have started investments in 3G, and, again in the six months to August, we have planned and brought on stream 2,000 base stations.
Capital:  What changes have there been in sales and distribution strategy?
We have shifted to a new distribution strategy and established 34 regional distributors. We reformulated the Vodafone Mobile Centers and increased their number to 827; and we shall raise it still further to 900 by the end of the year.  We held workshops with experts from around the world and both prepared a more competitive tariff and developed new packages. Our turnover of TL 637 million in April-June makes us the second operator in terms of revenue. In any case, we are easily the second largest operator in terms of subscribers.   

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