Report on ONO Midco, SAU and its subsidiaries as of December 31 ...

coming years. For example, in June 2010, we developed the “automatic satisfaction survey” initiative in our residential segment to
monitor the level of satisfaction with calls received in our call centers. Since we implemented this initiative, we have seen the
level of satisfaction increase 6 points from 2010.
In 2010, we also implemented a new customer care program by which we have started to link the activity of our
suppliers with the volume of sales of our products and services and the level of satisfaction of our customers. To date this
initiative has proven to be successful as it has helped us to further improve the quality of our services while also increasing the
profitability of our business.
We have also renewed the ISO 9001:2008 certification for the services of residential and SME clients’ contact
management, complaints management and trouble ticketing management.
Customer Loyalty and Retention
Customer loyalty and retention is a high priority for us given its high impact on churn. We analyze on a regular basis
the performance of this indicator and implement a wide range of initiatives to improve customer satisfaction metrics. Initiatives
implemented during 2010 and 2011 include:
• consolidating ONO as the leading provider of high speed internet in the Spanish market (with over 424 thousand
customers taking 30, 50 or 100 Mbps internet packages from us as of December 31, 2011);
• offering 15 Mbps extra to our 15, 30 and 50 Mbps clients with no extra cost;
• increasing the quality and variety of our television content (including our recently launched TIVO product);
• upgrading all of our internet customers taking 12 Mbps internet packages from us to 15 Mbps packages with no
extra charge (implemented in September 2011);
• increasing our focus on the mobile business and improving our handsets offering;
• implementing a proactive communication campaign with the aim of customers upgrading their products and
services; and
• strengthening the dedication to customer service in the ONO culture.
Our Areas of Operation
Our business areas cover approximately 14.7 million homes and approximately 2.8 million businesses. Since the end of
2008, our business is organized around four different regional clusters: Center, East, North and South. The following table sets out
certain information relating to our regional clusters in Spain as of December 31, 2011:
Geographical Area Total Homes (1) Homes
Released to
Marketing (2)
Central Cluster
Comunidad de Madrid, Región de
Murcia and Castilla-La Mancha
East Cluster
Catalunya, Comunitat Valenciana and
Illes Balears
North Cluster
Cantabria, Castilla y León, Navarra,
La Rioja and Aragón
Total
Businesses (3)
3,479 1,700 728
5,290 2,527 1,052
2,370 1,329 366
South Cluster Andalucía and Canary Islands 3,602 1,487 635
Total 14,741 7,043 2,779
(1) Total homes in each cluster. These figures are derived from the 2001 Spanish national census.
(2) As of December 31, 2011.
(3) Total business in each cluster has been obtained from the business central directory published by the National Statistics Institute of Spain (Instituto Nacional
de Estadística-INE) as of January 1, 2011.
Central cluster: The Central cluster covers 98,803 square kilometers with a total of 3.5 million homes and 727,533
businesses and a total population of approximately 9.9 million. The Central cluster covers the regions of Madrid, Murcia and
Castilla la Mancha. The principal cities in the cluster, all of which we cover, are Madrid, Murcia, Ciudad-Real, Cuenca,
Guadalajara, Toledo, Albacete, Talavera de la Reina and the port city of Cartagena.
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