A view on contentBy Jan Færch, Content Manager, Sonofon A/S

Agenda

• Short introduction

• What works and why?

• Strategic partnerships – why?

• Moving towards 4G network

Short Introduction

• Jan Færch

– Data specialist (datanom C++)

– Marketing Manager (IAA diploma)

– Started in Sonofon in 1999

– Retail manager

– Customer trainer

– Technical marketing manager

– Project manager

– Marketing manager

– Content manager

Agenda

• Short introduction

• What works and why?

• Strategic partnerships – why?

• Moving towards 4G network

What works – and why

• Infotainment that:

– Is relevant and easy to use

– Supports my way life

– Makes something easier

• Lots of good examples

– Krak, News, SAS, SMS and ”my account” just to name a few…

Ticket to play

Agenda

• Short introduction

• What works and why?

• Strategic partnerships – why?

• Moving towards 4G network

Music as an offering

• Will not give us new customers

• Will not give a positive ROI

– Gives us a positive brand

– Helps building loyality

– Because everyone else has it

The e•go music offer

• Mobilehits

– Own brand

• Box.dk

– Politikkens Hus

• MTV

– MTV youth brand

• GAFFA

– Music Magazine

• Launch Event

– PR national/local

– Julie Concert i Aarhus, Kolding og Copenhagen with VIP treatement for Stamkunder.

– Paid for by SonyEricsson

– Meet n greet with Julie Bertelsen.

– Print campaign

– (budget 750.000)

– Paid for by BOX

– Email campaign towards stamkunder.

– Buy your music on your mobile – get 10 tracks for free.

– Split payment Sonofon/Box

– POS material in All Sonofon Shops

– Paid for by SonyEricsson

Box.dk and Sony Ericsson partnership

First 10 tracks for free for VIP costumersBundling ”Buy a musicmobile – get 5 free tracks”

Bannermarketing of selected artists marketing via events

Print adds

SonyEricsson and Sonofon Music tour

• Tjecktour 2007 (music event)– Kolding – 12. maj

– Viborg – 18.-19. maj

– Odense – 18.-19. maj

– Frederikshavn – 25.-26. maj

– Herning – 26.-27. maj

– Skive – 31. maj – 2. juni

– Sønderborg – 1.-2. juni

– Hillerød 8. juni

– Holstebro – 16. juni

– Thisted – 22.-23. juni

– Slagelse 29. juni

– Horsens – 29.-30. juni

– Ringkøbing – 7. juli

– Ebeltoft – 27. juli

– Dybvad – 11. august

– København – 17. - 18. august

• Demo of Walkman phones og loudspeaker solutions

• Demo of TrackId

– Service where the mobile records 20 sek of a song playing, recognizes it and offers the costumer to buy it (one klick) on the E•go portal.

CoolService!

Agenda

• Short introduction

• What works and why?

• Strategic partnerships – why?

• Moving towards 4G network

Moving towards 4G

• NMT

– No data transfer possible

• 2G

– CSD data (9.6 Kb/s)

• 2½G

– HSCSD (14,4 Kb/s)

– GPRS (55,6 Kb/s)

• 3G

– UMTS (396 Kb/s)

• Turbo-3G

– HSDPA (1,8 to 14,4 Mb/s)

4G Network

• Is not one network, but seamless handover between networks

– GPRS in the countryhouse

– HSDPA in the subway/city

– WLAN In school/at home/at work

– Bluetooth between devices

– Fixed wire when you’re on

• The best network for the customer and for us.

Possibilities and challenges

• What came first?

– The hen or the eg?

• Bandwith – services – handsets – supscriptions – critical mass.

• Learn from Nike

– Just do it

Thank you for your time

• Questions?