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Virgin Mobile Launch Plan
Citation preview
Agenda
• About Virgin Mobile• The Opportunity: Urban Youth• Virgin Mobile India Strategy• Virgin Mobile India Launch Proposition
Mobile Service of Tata Teleservices
About Virgin Mobile
• 15 million youth customers across 4 continents• Winner of 8 JD Powers customer satisfaction awards in 7 years • Virgin voted the most admired brand in the UK in 2007
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The opportunity
Urban youth: Distinct mobile needs• More and longer out-bound voice calls• Large calling circles for both making and receiving calls• Large users of SMS• Both the earliest adopters and highest users of value-added services• Higher usage for both voice and SMS at weekends• Handset upgrade cycle of less than 12 months• Mobile as a badge of self-expression: brand and style very important
Urban youth: More than just a segment• India has 215m between the ages of 14 – 25 years old.• Incremental urban youth subscribers between 2008 – 2010 will be
more than 50 million.• Urban youth mobile service revenues >Rs. 350 billion by 2010
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Our VisionTo be the favourite mobile service of India’s youth.
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Delivering imaginative solutions that offer…
• Value for money & flexible tariffs that reflect their unique needs• Innovative, game-changing value-added services• Great handsets at great prices• Personalised customer care
Whilst achieving a low operating cost per customer through…
• Sharp focus on India’s top youth markets• Fewer, stable propositions with low support and service costs • Imaginative, eye-catching advertising & PR that gets youth talking • A lean, enthusiastic team supported by simple processes
Our Strategy:
Win a 10% share of the urban youth market by…
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Our Phones:100% Colour & 100% FM
V Trendy V Swing V Bling V Kewl V Sleek Nokia 2505
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Our VAS: Easy-to-use & Engaging
Easy One-touch Access
Easy to navigate
Engaging
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Our Care:
• Real conversations: no scripts• End-to-end ownership of problems: same
Champ call-back• Champ empowerment: authorised to resolve
issues on the spot• Welcome calls: all customers are personally
welcomed to Virgin Mobile
Personalised
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Our Points of Sale
• 50 cities, 15,000 handset & 40,000 top-up outlets.• 55 Virgin Mobile kiosks & Shop-in-Shops.• Plan to expand to 1000 cities across India end of 2008.
Extensive
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Our Tariffs:
Long-distance bolt-on
SMS blaster bolt-on
TGI the Weekend bolt-on
Get paid to receive calls
50 paise to any local network
Enjoy all national long-distance calls at only Rs 1 for 30 days for only Rs 51
Enjoy local SMS at only 20 paise for 30 days for only Rs 25
Enjoy a weekend of extreme calling and texting by paying only Rs 18 to receive 100 local SMS and all local mobile calls at 30 paise from Friday to SundayEasy-to-use bolt-ons
that allow customers to tailor our plans to their
own specific needs
Earn 10 paise for every in-coming minute received from any network
After the 1st 2 mins of calls each day (which will be charged at Re1) all Virgin Mobile customers nation-
wide will be able to call any local network at any time of day for only 50 paise per minuteOne simple tariff for all
customers
Value for Money & Flexible
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Virgin Mobile Launch Firsts
• Get paid to receive calls – Virgin Mobile customers will get 10 paise credit for every in-coming minute they receive from any network.
• 50 paise to any local network – After the 1st 2 minutes of calls each day - which will be charged at Rs1 -all Virgin Mobile customers nation-wide will be able to call any local network at any time of day for only 50 paise per minute.
• TGI the weekend Bolt-on - Virgin Mobile customers can enjoy a weekend of extreme calling and texting by paying only Re18 to get 100 local SMS and all local mobile calls at 30 paise from Friday to Sunday.
• One Touch access to V-Bytes - All Virgin Mobile-branded handsets will have a simple one-touch access button that takes customers directly to our unique VBytes portal.
• Unlimited access to V-Bytes for a simple daily charge - Virgin Mobile customers can enjoy unlimited access to our unique VBytes data portal, including Virgin-selected content, for a simple daily charge.
• ‘100% colour, 100% FM’ handsets - Virgin Mobile is the only mobile service brand to offer its customers a handset range that is both 100% colour and 100% FM-radio enabled.
• Easy Handset upgrades - Virgin Mobile is India’s first CDMA service where all customers will be on RUIM-based phones, thereby giving them the convenience of upgrading their phones without having to change their number or re-enter their address book.
• Personalised Care: All Virgin Mobile customers will be called back by the same call center agent to address their query
• Bling Phones: Virgin Mobile will launch India’s first mirror finished clam shell phone with dual screens at a price of less than Rs. 2500
• Safe Secrets - All Virgin Mobile RUIM cards will have a secret folder where SMSs can be stored and password-locked to keep them safe from prying eyes.
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