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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