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Business
Sales andmarketing
64
Worldline
2016 Registration Document
India. In addition, Worldline contracts to use a number of
regular business continuity procedures and internal and
customer audits. Worldline also operates a small data center in
1,200 information technology experts.
telecommunications centers are operated and maintained by a
global infrastructure and operations team of approximately
with its data centers through high capacity optical fiber
networks. Worldline’s data centers, networks, servers, and
Spain, Germany, Argentina, the USA, Russia, China, Hong Kong,
and Malaysia, among other countries. To benefit from maximum
of the Group’s total transaction volumes. These data centers are
distributed globally, and are located in the United Kingdom,
operated either by Atos or by other third party data center
providers. In total, these data centers process approximately 15%
additional highly secure and standard certified data centers
Germany) rented from external parties that are interconnected
network connectivity, the Group uses four European
telecommunications centers (located in France, Belgium and
Sales andmarketing
6.7
mainly on two dimensions:
Worldline commercializes its products and services through
different approaches and dimensions. Sales activities take place
offerings in coordination with the various geographic
entities. The global business line managers are also involved
local management of each global business line, who
establish the overall strategy to develop their portfolio of
global business line: under the supervision of the global and
●
in overseeing sales initiatives and approving major bids in
connection with the “Rainbow” procedures; and
Latin America, India/Asia-Pacific).
more countries depending on the size of the markets in
question (France, Benelux, United Kingdom, Germany, Spain,
which the Group operates. Each sales team is led by a
coordinator at the regional level; the teams cover one or
geographic market: by the sales teams in each region in
●
and marketing).
employees in business development, pre-sale, bid management
employees dedicated to sales and sales-related activities
(approximately 215 sales representatives employees and 260
As of December
31, 2016, the Group had approximately 475
clients. The Group’s sales efforts differ according to the type of
client.
client base is composed of a large number of small merchants
(the “mass market”), the Group’s customers are primarily large
Except in Benelux, in Czech republic and in India, where the
This approach represents the main sales channel for the Group’s
products and services.
supported by targeted communication and marketing actions.
contracts, establishes an annual plan, with ad-hoc commercial
actions and focused or customized innovation workshops,
development goals, identifies additional services that might be
sold and, while ensuring the quality and satisfaction of existing
existing business is based on a systematic process of “client
account planning”. For each large account, the Group sets
solutions using in the vast majority of the cases modules or
components that already exist. The approach for developing
clients’ requests based on solutions from the Group’s existing
commercial portfolio and, where relevant, build tailored
work in close collaboration with the technical teams to answer
For large clients, managed by dedicated manager in charge of
the quality and development of the relationship, the sales teams
requires public entities to launch competitive bids both for the
initial contract and for each renewal.
this approach is obviously different, due to the obligation to
comply Public Procurement Codes, which in most countries
services), networking and lobbying. In public-sector accounts
specific prospection, in particular through industry groups (in
such sectors as retail, telecommunications, and financial
course include submitting bids in competitive public tenders
initiated directly by clients, but indeed also proactive market
In addition, a second approach, in constant evolution, is
centered on acquiring new clients. Client acquisition initiatives of
offer.
standard-defining team that formulates the Group’s standard
sales offers, which generally combine different products in one
team, which determines pricing policies, creates various
promotions and identifies target markets, as well as by a
efforts are supported by a marketing campaign management
Indirect sales are made through independent parties and
corporate partners, as well as by banking partners. These sales
into direct sales and indirect sales. Direct sales include telephone
sales and sales made face-to-face by sales representatives.
Finally, for the “mass market” (acquiring business) clientele in
Belgium, Czech Republic and India, marketing efforts are divided
Indirect sales in Belgium are made through resellers who
distribute the Group’s branded payment services.
payment acquisition by bank card. Indirect sales in India relate
to distribution of white label electronic payment services.
payment acceptance services (including terminals) and
a call center, which primarily markets check verification services.
In Belgium, direct sales rely mainly on a call center for sales of
In India, direct sales rely on a team of sales representatives and