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					 Caller Tunes
 Experience


Caller Tunes
TMCZ case study
Slavomir Dolezal
T-Mobile Czech Republic
12.9.2006
T-Mobile International
Global mobile operator




 Established in December 1999
 Wholly owned subsidiary of Deutsche Telekom AG
 Direct or indirect investment in mobile communication in 12
 countries
 Over 90 million mobile customers

                                                               2
    Czech market overview
    Three international mobile brands operating on CZ
    market
Telefónica O2 Czech Republic a.s.
  Established in 1991 as Eurotel Praha s.r.o.
  Re-branding to Telefónica O2 in September 2006
  4 770 000 customers (No.1 on CZ market)
T-Mobile Czech Republic a.s.
  Established in 1996 as RadioMobil a.s. („Paegas“ brand)
  Re-branding to T-Mobile in 2002
  4 734 000 customers (No.2 on CZ market), 32% postpaid,
  68% prepaid
Vodafone Czech Republic a.s.
  Established in 1999 as Cesky Mobil a.s.
  Re-branding to Vodafone in February 2006
  2 263 000 customers (No. 3 on CZ market)
116% SIM penetration
                                                            3
     Caller Tune overview
     TMCZ was the first operator that introduced the service
    in CZ
TMCZ Launched Caller tunes in March 2004
 Launch followed by strong TTL campaign to reach critical
 mass point
 Basic attributes
      New attractive service - market differentiator
      It is about music, surprise and sharing music the
      community
      Non-voice revenue potential
           Combined pricing model (monthly fee + pay per
           event)
 Currently :
      400 000 active users
      60% prepaid, 40% postpaid
Telefónica O2 Czech Republic a.s. launched in Q1/2005
Vodafone Czech Republic a.s. does not provide caller tune
service
                                                            4
          Active users
           TTL launch campaign was based on the primacy: „TMCZ is
          the first on the market with Caller Tunes service“
                                                      SIM toolkit
                      Music in mobile                   menu
                        campaign,          „Try        updates
450 000
                       following by       before        (OTA)
                        Christmas        you buy“
400 000                campaign in
              TTL           2004
350 000
            launch
300 000    campaign
250 000

200 000

150 000

100 000

 50 000

     0


          III. 2004      XI.            VI.         XI.
                         2004           2005        2005            5
    Key success factors (1)
     There are four major factors we build on


Simplicity of the service


Touched customer insight to
share personal music with the
community


Reasonable pricing


Close co-operation with the
record labels


                                                6
    Key success factors (2)
     „Simplicity“ has to go accross whole marketing mix
Simplicity

  Non- dependant on handset type
  Easy to access the service
  „Self“ promotion of the service


Pricing

  Adequate value of the service
  Combination of
      MRC (monthly fee) = 15CZK
     (0.5EUR)
      and Pay Per Event = 15CZK
     (0.5EUR)
  Prepaid MRC automatic charge after
  topping up the credit
                                                          7
  Key sucess factors (3)
  Even limited item portfolio can generate interesting revenue
Content
    Contract with all major music labels
    Regular content updates
    80% revenue generated 20% of items
    Up to 3000 items available in 10 categories
         TOP10 and New Arrivals are the most visited
         categories
         Funnies – make 20% of revenues
         Local CZ music content make 40% of revenue




                                                            8
  Key success factors (4)
  One central platform was evaluated as the best scenario in
  TMO
Service management
  One business owner responsible for marketing mix and P&L
Multi-channel access
  SMS and IVR interface for impulsive shopping
  WEB and WAP interface for content preview and ordering

                                                   C e n tr a l
Service stability                                 S y s te m s
                                                                                                                           .




  No dramatic outages                             TM CZ

                                                   M e lo d y
                                                                                                 TMUK


                                                                                                   T -Z o n e s
                                                                                                    P o r ta l
                                                   C e n tr a l
                                                   S y s te m                                           PFW

One central platform for several NatCos
                                                    C u s t.C a r e W e b a n d W A P
                                                         FE            fr o n te n d              TMD             N a tC o s
                                                                                                 Subsc.
                                                                   APS                           S e rv e r
                                                                  DBMS
                                                                                                  TMD


                                                                               M e lo d y         EDW H
                                                       CM P       Sounds     S u b s c rib e r
                                                                                 D a ta
                                 C o n te n t                                                    TM A


                                 P r o v id e r                                                    SM AR




                                                                                                                  9
  Key success factors (5)
   The service requires recurring communication
Communication

  ATL and BTL content stimulation campaigns „Music in
  mobile“

  Regular direct communication supporting either chart hit
  or music event
     Direct SMS supporting specific hit
     WAP push – supporting personalization
     Invoice enclosure
     Call for action – what to do

  SIM toolkit OTA updates

  POS material

                                                             10
Key challenges
WEB improvement has got the highest priority for 2006-07
Improvements of WEB interface – time-to-
market issue
     Ordering
    Personalization

Additional new features
      potential for business segment

Higher flexibility in product development
    Shorten time-to-market of customization
    features

Higher flexibility of content management
    Current content management system is
    tricky

Closer co-operation with the providers – music
labels                                                     11
     Shorten time-to-market of new hits to
     become tunes
Back up slides
communication examples




                         12
TTL launch campaign
Sample of TV spot




                      13
TTL launch campaign
Sample of print and internet banner




                                      14
Content stimulation campaign
Sample of TV spot




                               15
Content stimulation campaign
Sample of print, free card, print




                              Caller
                              Tunes
                             sections




                                        16
SIM toolkit OTA updates
User experience



                          Surprise the callers with the
                          new tune. Activate last hit of
                          Bob Sinclair, Madonna,
                          Robbie Williams or Ready
                          Kirken for 0,5EUR only. For
                          more information, visit
                          www.uvitacitony.cz




                                                           17

				
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