To drive improved execution our philosophy is now all about "focus and simplicity". Keeping a clear focus on our customers and their needs; on the management of our assets; on the simplicity of our propositions to our customers; on how simple it is to use our services; and the ease of doing business with us.
Our strategy places the customer at the heart of our business. With our philosophy of focus and simplicity and a clear value proposition as a global company connecting city networks, we provide services across a range of information and communication products in key locations in Europe, Asia and North America. Our strategy consists of three Group-wide priorities:
Focus on key markets
We focus on key locations where our target customers do business, principally tier 1 cities in Europe, Asia and North America. In these locations we have deep presence through our metropolitan area networks (MANs) as well as international reach, which allows for end-to-end connectivity across our extensive footprint.
We focus on industries which are intensive users of information and communication services and which have a need for secure, reliable network and IT services. These target industries include capital markets, cloud service providers, media and business services, as well as wholesale customers such as fixed and mobile carriers.
We focus on target customer groups in these verticals. We target multinational companies which benefit from our extensive international coverage and end-to-end connectivity in key hubs in Europe, Asia and North America. We also focus locally, ensuring our MANs, data centre and IT infrastructure assets serve local customers, whether small or medium-sized, domestic or multinational companies.
Focus on customer experience
We focus on delivering an appropriate customer experience, differentiated for our customers' needs and priorities regarding seamless delivery, reliability, security, flexibility and ease of use. We understand that delivering the right experience to our customers helps drive improved trust and customer advocacy of Colt, and therefore growth of the business.
Different customers require different types of service and delivery when doing business with Colt, depending on whether they buy a single product, or require a managed solution involving multiple products. Some need a simpler, more automated service while others require integrated solutions.
Focus on our assets
We focus on getting the most out of all our assets: our physical assets (networks and data centres), our shared operating platform assets, and our expert workforce, to better serve our customers and to deliver improved profitability and returns on investment.
We focus on getting the greatest returns from our core networks, data centres and IT assets. These are based in key cities and information hubs across Europe, Asia and North America, where our target customers do business and where they need us to be present. We do this through aligning our infrastructure with our key customer groups and through identifying and targeting the customers that will benefit from our infrastructure locally and internationally. This includes ensuring we have the right propositions for each of our target customer groups, leveraging our assets and their key attributes and effective targeting of customer groups who will benefit from our local infrastructure and international reach.
We have centralised our operational infrastructure in shared service centres, providing an efficient and effective platform for Colt and our customers' multinational businesses. As we expand to new cities this structure provides the opportunity for improved operational efficiency and profitability.
Finally, Colt people are our greatest asset in serving customers. They are at the heart of our business and the value we bring to our customers. Our multinational workforce ensures that we have the right people in the right locations to meet our customers' local needs. Our systems and processes are geared to maximising the value that our people can bring to our business, and, above all, to delivering the right customer experience to our customers.