Embed Size (px)
Citation preview
Orange Restricted
NESTA
Mark Watts-JonesOrange UK, Head of Product Marketing
[email protected]: MWJ
October 2009
I’d like to introduce you to the Orange animals…
Orange animals
Basic mobile, engaged
online users
Wide social groups, budget
constrained, tech savvy
Want it all, tech experts,
heavy communicat
ors
Close knit family & friends -
high voice & text use
Orange Monkey
Boring
Untargeted
Monotonous
Texts
Minutes
Generic
Uninspiring
Indifference
Restrictive
Rational
Can we go from this….
ChoiceFun
Responsive
Entertainment
Aware
Personalised
Tailored
Engaged
ValuedReward
Emotional
…to this
Success will be reliant on consistently providing choice, flexibility and genuine ‘added value’
Has a positive impact on the brand
Affirms choice and enhances relationship… I’m happy where I am!
Drives sense of intrigue and desire… is it time for me to change?
For everyone
For existing
customers
For non-customers
What we want to stand for
Great value for money
Great value for money
We make it easy
We make it easy
Brilliant experienc
e
Brilliant experienc
e
Together we can do moreTogether we can do more
What our customers will feel that Orange offers
Think customer segments, not product or payment method
Differentiate on quality of experience NOT features
Take account of both customer insight and product and device “push”
Propositions that excite our customers, give our PR team a great story and make the competition “sit up, take notice and worry”
Customers
Limit cost of deployment Improve time to market by reducing
complexity Simple increments are good Produce great high end experiences but
don’t forget the mass market
Technology
