EXECUTIVE SUMMARY

A1 is the largest domestic wireless carrier in Austria in 2017. With the trend of Digitalization looming across all business sectors, also A1 is recognizing its threats and opportunities. Therefore a student team at WU Vienna was asked to develop business models for A1 in its consumer business (B2C). The topic of user-generated content online was of particular interest.

Internal and external analyses

The team approached the task in three phases. In the first phase, the current situation within A1 as well as relevant external were considered. Tools, like business model canvas, customer profiles and customer segment analysis provided insight into the business of A1. Porter´s Five-Forces and PESTLE-analysis shed light on the market and environmental factors. Conclusively the team used the results of the internal and external analyses for a SWOT analysis in order to acquire concrete solution approaches for the new business model.

Idea generation phase

Based on the insights from phase 1, the project entered the idea generation phase. Several creativity techniques like brainstorming, the Business Model Navigator or customer journey were used for this purpose. In total eleven unique ideas were developed.  Subsequently, the ideas were ranked based on criteria of novelty, feasibility, lock-in, company fit and revenue potential and evaluated together with a jury. After consultation with A1, an app that helps in emergencies seemed most promising.

Development of the business model

In the third phase a business model for the idea was developed based on evaluation of best practices from already existing apps, interviews with 20 potential customers as well as three experts. Experts were a suitable means to learn about the technical possibilities and customer interviews enabled a better understanding of the customer needs.

„Rescue Me“ is an emergency-app that sends out emergency calls to people in the surrounding area. Through peer-to-peer support help responds very fast compared to traditional means. It addresses all persons that are alone in potentially dangerous situations and leverages the technological expertise of A1.

Cooperation Partner

• A1 Telekom Austria AG
  Lassallestraße 9
  1020 Wien
  Österreich

Contact Person

• Jasmin Dickinger
  Stab Transformation, Markets & Corporate Functions
  jasmin.dickinger@a1telekom.at

Student team

• Johanna Zitz

• Lukas Bründl

• Maximlian Reitner

• Philipp Scherzer

• Velia Künstner

Projektbetreuung

• Mag.a Nadine Moser

• Markus Deimel, M. Sc