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Dr. Martin Wrulich

Partner, Vienna
Delivers innovation and strategy expertise for telecommunications and high-tech companies around the world

About Martin

Martin is a partner in McKinsey & Company's Vienna office, where he focuses on technology innovation and strategy engagements for telecommunications and high-tech companies. As the global leader of McKinsey's work in next-generation technology strategy, Martin helps clients shape their strategies and execution related to network and technology-related topics.

During his professional career, Martin has led multiple engagements involving corporate and technology strategy, M&A due diligence, business development, operating model evolution including digitalization, and large-scale transformations in the telecom and technology space, for which he continuously advises executives around the globe. He has been a presenter at both the TM Forum and the Mobile World Congress (MWC).

Examples of Martin’s recent client work include the following:

  • business model evaluation for 5G-connected-car-platform opportunities for an international telecom company
  • large-scale turnaround for an international high-tech company, improving R&D effectiveness, product cost, and go-to-market effectiveness
  • integrated network strategy and evaluation of use case for 5G and multi-access edge computing for a large European telecom operator
  • comprehensive technology cost-transformation program—including all activities in technology on IT, mobile, and fixed-network (plan, build, run)—looking at both traditional and advanced levers with a telco incumbent in Northern Europe
  • Vendor-due-diligence for a product/services business in public-safety connectivity for a large OEM
  • restructuring a large antenna manufacturer, including leading support for active antennas and sales redesign

In his free time, Martin volunteers as the chair of an academic nonprofit alumni association for Austrian PhDs awarded sub auspiciis praesidentis. He also enjoys traveling and is working to obtain his private pilot license.

PUBLISHED WORK

Development in the mobility technology ecosystem—how can 5G help?,” McKinsey & Company, June 2019

“The hunt for mass-market NFV,” MWC, February 2018

The changing market for food delivery,” McKinsey & Company, November 2016

“Virtualization: Establishing the network architecture of the future,” McKinsey & Company, September 2014

“Big plans for small cells: A capacity-boosting mobile network strategy,” McKinsey & Company, May 2014

PAST EXPERIENCE

Vienna Institute of Communications and Radio-Frequency Engineering
Research assistant

Wrulich GmbH
Co-owner, responsible for strategy and marketing

EDUCATION

Vienna University of Technology
PhD, electrical engineering and wireless communications

Vienna University of Economics and Business
BA