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ORANGE PROJECT,[object Object],Design the new offer of Orange ADSL LiveBoxas an answer to competitors,[object Object],Valentin Meyer,[object Object],Tristan Nicolas,[object Object],Sophia Ould Ahmed,[object Object],Julien Peschard,[object Object],Audrey Presti,[object Object],WahidRazali,[object Object],1,[object Object]
AGENDA,[object Object],Background : Industrydynamics and trends,[object Object],CompetitorAnalysis,[object Object],Target Segmentation,[object Object],Our Offer2011,[object Object],Our Offer2012,[object Object],Distribution Strategy,[object Object],Communication Plan,[object Object],2,[object Object]
Background : Industry dynamics and trends,[object Object],The French market in 2010 : ,[object Object],21.4 M suscribers (ADSL & HD),[object Object],FttH is growing +58.7% Vs 2009,[object Object],Orange market share : 46.7 %,[object Object],Source : ARCEP,[object Object],3,[object Object]
Background : Industrydynamics and trends,[object Object],Mature market,[object Object],In a verycompetitivecontext, Orange needs to improveitsstrategy in order to improveitsmarketshare,[object Object],Fierce competition,[object Object],Innovative communication,[object Object],Increasing heterogeneity of customers,[object Object],4,[object Object]
AGENDA,[object Object],Background : Industrydynamics and trends,[object Object],CompetitorAnalysis,[object Object],Target Segmentation,[object Object],Our Offer2011,[object Object],Our Offer2012,[object Object],Distribution Strategy,[object Object],Communication Plan,[object Object],5,[object Object]
CompetitorAnalysis : FreeboxRevolution,[object Object],What do theypromote?,[object Object],Unlimited calls to mobile,[object Object],Internet on TV,[object Object],Blu-Ray Disc Player,[object Object],Live-Playback Control,[object Object],Game station,[object Object],Blu-Ray Disc Player,[object Object],Unlimited calls to mobile,[object Object],Internet on TV,[object Object],250 Gb home server,[object Object],DOUBLE PLAY: 29.99€/month,[object Object],Unlimited Internet - Unlimited calls to landlines (FR+ 150 countries),[object Object],ON TV,[object Object],TRIPLE PLAY : 31.98€/month,[object Object],Unlimited Internet - Unlimited calls to landlines (FR+ 150 countries),[object Object],HD TV ,[object Object],Box includes: 40 Gb hard old generation game station, 16+ catch up TV services,[object Object],ON STREET,[object Object],TRIPLE PLAY : 37.97€/month,[object Object],Unlimited Internet - Unlimited calls (FR + 150 countries),[object Object], HD TV,[object Object],Box includes: 250 Gb home server, BRD and DVD player,  Game station, 16+ catch up TV services,[object Object],6,[object Object]
CompetitorAnalysis : Neuf Box Evolution,[object Object],What do theypromote?,[object Object],TV Interface,[object Object],VOD,[object Object],Live-Playback Control,[object Object],TV InterfaceVOD,[object Object],TRIPLE PLAY : 31.90€/month,[object Object],Unlimited Internet - Unlimited calls to landlines (FR + 100 countries) + TV,[object Object],ON TV,[object Object],TRIPLE PLAY : 37.90€/month,[object Object],Unlimited Internet - Unlimited calls (FR+ landlines 100 countries),[object Object],HD TV,[object Object],Box includes: 40 Gb hard drive, game station, 3D TV interface, memory card reader,[object Object],ON STREET + PAPERS,[object Object],7,[object Object]
CompetitorAnalysis : Bouygues Télécom Bbox,[object Object],What do theypromote?,[object Object],TV,[object Object],Internet,[object Object],High Speed,[object Object],Calls for Mobile,[object Object],INTERNET ONLY: 21.90€/month,[object Object],Unlimited Internet,[object Object],TRIPLE PLAY : 31.90€/month,[object Object],Unlimited Internet - Unlimited calls to landlines (FR+ 100 countries),[object Object],HD TV,[object Object],Box includes: 40 Gb hard drive, catch up TV services, Interactive services on TV,[object Object],TRIPLE PLAY WITH CELL PHONE FLATRATES: 34.90€/month,[object Object],Unlimited Internet - Unlimited calls to landlines (FR + 100 countries + French cell phones) + HD TV,[object Object],Box includes: 40 Gb hard drive, catch up TV services, Interactive services on TV,[object Object],8,[object Object]
AGENDA,[object Object],Background : Industrydynamics and trends,[object Object],CompetitorAnalysis,[object Object],Target Segmentation,[object Object],Our Offer2011,[object Object],Our Offer2012,[object Object],Distribution Strategy,[object Object],Communication Plan,[object Object],9,[object Object]
Target Segmentation,[object Object],The 2010 Internet user,[object Object],Age,[object Object],25-59 (61% of the users),[object Object],Students (21%),[object Object],Situation,[object Object],Couples and families,[object Object],Education,[object Object],BEPC (31%) ,[object Object],Bac or > (47%),[object Object],Revenues,[object Object],Between 1500 and 3100€ (45%),[object Object],Customer Churn Reasons ,[object Object],Understand the reasons of churn to counterbalanceit,[object Object],39%,[object Object],40%,[object Object],Objective: keep the 40% of Orange customers that may be tempted to churn for a competitor’s offer.,[object Object],14%,[object Object],Competition offer,[object Object],Source : Orange brief,[object Object],10,[object Object]
Target Segmentation,[object Object],Our target : Current Orange users and New customers ,[object Object],A Tricky balance between keeping the current customers - Orange’s priority - and attracting new ones,[object Object],Current Orange users Profiles,[object Object],Mme Michu,[object Object],Age: 35 – 60,[object Object],         Simplicity,[object Object],         Need to be cherished,[object Object],Orange Perception: A leader brand you can trust,[object Object],The customers we want to attract,[object Object],Mister Hype,[object Object],Age: 20 – 30 ,[object Object],        New technologies,[object Object],        Look for innovations,[object Object],Orange Perception:  Not the first mover when it comes to innovation and a,[object Object],brand that is quite expensive,[object Object],40%,[object Object],11,[object Object]
Target segmentation: Consumers’ insights,[object Object],+11,33 €,[object Object],Ranking for the respondents:,[object Object],After Sales Service,[object Object],Price,[object Object],Installation / Facilities,[object Object],Offer,[object Object],Rankingfor the Orange Customersonly:,[object Object],Price,[object Object],After Sales Services,[object Object],Installation /Facilities,[object Object],Offer,[object Object],Sources:,[object Object],12,[object Object]
Target segmentation: Consumers’ insights,[object Object],Key words,[object Object],ProfessionnalService,[object Object],ReliableExpensivePerformance Security,[object Object],Simple 	Confidence 	Slow to adaptProximityperformanceQuality,[object Object],QualityseriousSecurity,[object Object],ReliableHistorical,[object Object],Expensivefollower,[object Object],Leader  		SAV to beimprovedPremium,[object Object],ageing,[object Object],Among Orange Customers,[object Object],Amongcompetitor’sCustomers,[object Object],Sources:,[object Object],13,[object Object]
AGENDA,[object Object],Background : Industrydynamics and trends,[object Object],CompetitorAnalysis,[object Object],Target Segmentation,[object Object],Our Offer 2011,[object Object],Our Offer2012,[object Object],Distribution Strategy,[object Object],Communication Plan,[object Object],14,[object Object]
Our Offer2011 : RE-DESIGNEDOFFER,[object Object],REBUILDING OF THE OFFER,[object Object],[object Object]
 NEW FreeboxRevolutionoffer (37€/month)MULTIPLE OFFERS AND COMPETITIVE PRICING,[object Object],[object Object]
 Explicit VAT included prices
 Service and quality at an affordable price (but not discount)
 6 core offers for each need
 No minimum subscription periodEXCLUSIVITY, INNOVATION, CUSTOMIZATION AND OPTIONS,[object Object],[object Object]
Special « Students and Unemployed » reductions
 Economies of scales : the more youget the lessyoupay15,[object Object]
Our Offer 2011 : PLANS,[object Object],TRIPLE PLAY PREMIUM: 37.99€/month,[object Object],UNLIMITED HIGH-SPEED - UNLIMITED PHONE PREMIUM – TV,[object Object],SPECIAL STUDENTS & UNEMPLOYED,[object Object],2.99€/month discount,[object Object],Spread deposit (3x),[object Object],TRIPLE PLAY: 31.99€/month,[object Object],UNLIMITED HIGH-SPEED + UNLIMITED PHONE + TV,[object Object],UNLIMITED PHONE: 15.99€/month,[object Object],Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries,[object Object],TV: 26.99€/month,[object Object],Unlimited High-Speed Internet – 40 channels – Service Replay – VOD (5 movies or 15 serie episodes for free),[object Object],UNLIMITED PHONE PREMIUM: 23.99€/month,[object Object],Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries + Unlimited to mobiles + 20 countries,[object Object],UNLIMITED HIGH-SPEED INTERNET: 9.99€/month,[object Object],Livebox– Antivirus – Parental Control – After-Sales Services ,[object Object],16,[object Object]
Our Offer 2011 : OPTIONS,[object Object],UNLIMITED CALLS TO LANDLINES & MOBILES,[object Object],Unlimited calls to 1 more country not listed in the 150 destinations : INDIA, CHINA, ISRAEL, MAROCCO, ALGERIA, TUNISIA,[object Object],4.99€/month,[object Object],UNLIMITED ORANGE MUSIC PREMIUM,[object Object],Unlimited online and offline (pc, mobile, tablet) access to 11 million titles,[object Object],4.99€/month,[object Object],UNLIMITED VOD / TV SHOWS AND MOVIES,[object Object],High Definition 48h unlimited rental of movies and TV shows (multi),[object Object],9.99€/month,[object Object],17,[object Object]
AGENDA,[object Object],Background : Industrydynamics and trends,[object Object],CompetitorAnalysis,[object Object],Target Segmentation,[object Object],Our Offer2011,[object Object],Our Offer2012,[object Object],Distribution Strategy,[object Object],Communication Plan,[object Object],18,[object Object]
Our Offer 2012 : PLANS,[object Object],TRIPLE PLAY PREMIUM: 37.99€/month,[object Object],UNLIMITED HIGH-SPEED - UNLIMITED PHONE PREMIUM – TV – ,[object Object],Video Calls on TV,[object Object],SPECIAL STUDENTS & UNEMPLOYED,[object Object],2.99€/month discount,[object Object],Spread deposit (3x),[object Object],TRIPLE PLAY: 31.99€/month,[object Object],UNLIMITED HIGH-SPEED + UNLIMITED PHONE + TV,[object Object],UNLIMITED PHONE PREMIUM: 23.99€/month,[object Object],Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries + Unlimited to mobiles + 20 countries,[object Object],UNLIMITED PHONE: 15.99€/month,[object Object],Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries,[object Object],TV: 26.99€/month,[object Object],Unlimited High-Speed Internet - New LivePlay– 40 channels – Service Replay – VOD (5 movies or 15 serie episodes for free)– Orange Gamestore(3 games for free),[object Object],UNLIMITED HIGH-SPEED INTERNET: 9.99€/month,[object Object],Livebox– Antivirus – Parental Control – After-Sales Services ,[object Object],19,[object Object]
Our Offer2012: NEW SERVICES,[object Object],TV GOES SOCIAL,[object Object],PROGRAM BROWSING BY KIND,[object Object],[object Object]
Based on current time
Based on kind
Quicklybrowseyour favorite shows !20,[object Object]
Our Offer2012: NEW SERVICES,[object Object],TV GOES SOCIAL,[object Object],CONNECTED FRIENDS,[object Object],[object Object]
Push notifications to share on social networks
Check-in integration
Gettogetherwithyourfriendsanytime! 21,[object Object]
Our Offer2012: NEW SERVICES,[object Object],TV GOES SOCIAL,[object Object],CUSTOM SUGGESTIONS,[object Object],[object Object]
Auto PiP
Never miss your favorite program!22,[object Object]
Our Offer2012: NEW SERVICES,[object Object],TV GOES SOCIAL,[object Object],TWITTER INTEGRATION,[object Object],[object Object]
Customizedhashtagselection
Participate to the buzz on the web !23,[object Object]
Our Offer2012: SERVICES,[object Object],APP-STORE/GAME CENTER,[object Object],ADVANCE GAMING EXPERIENCE,[object Object],[object Object]
Xbox and Playstation 3 Game Controller Compatible
3D games24,[object Object]
Our Offer2012: SERVICES,[object Object],CONCEPT,[object Object],TV VIDEO-CALL,[object Object],Slide in box to charge,[object Object],LivEye Wireless webcam,[object Object],[object Object]
FacetimeCompliant
3G Calls Compliant
From Orange-to-Orange
You willbe able to seeyourlovedonesanytime!Slide out of box to activate,[object Object],25,[object Object]
Our Offer2012: HARDWARE,[object Object],LIVE REMOTE,[object Object],Full-Touchbartype2.6’’ OLED Touchscreen,[object Object],Recharge Dock-in station,[object Object],WIFI,[object Object],Get control of your TV!,[object Object],[object Object]
 Long press Home button: main menu
Swipeleft and right to switch up and down channels
 Channel PreviewAND…,[object Object],INTEGRATED FULL-AZERTY KEYBOARD,[object Object],Slide –out and get to the Internet Menu Screen,[object Object],Browse the web in full size !,[object Object],26,[object Object]
The New LiveBox Concept,[object Object],LivEye,[object Object],Blu-Ray Disc,[object Object],Storage,[object Object],Media Center,[object Object],LiveBox,[object Object],LivePlay,[object Object],LiveCommand,[object Object],TV over IP,[object Object],Gaming,[object Object],VoIP calls,[object Object],Internet Access ,[object Object],27,[object Object]
AGENDA,[object Object],Background : Industrydynamics and trends,[object Object],CompetitorAnalysis,[object Object],Target Segmentation,[object Object],Our Offer H1,[object Object],Our Offer H2,[object Object],Distribution Strategy,[object Object],Communication Plan,[object Object],28,[object Object]
Distribution Strategy,[object Object],Our objective is to keep the current distribution through Retail Store as it is a strength for Orange,[object Object],The new concept store: special focus on services and advice as well as demonstration in a designed environment,[object Object],We recommend Orange to increase the number of this type of store in cities with a critical number of people (100 000),[object Object],29,[object Object]
AGENDA,[object Object],Background : Industrydynamics and trends,[object Object],CompetitorAnalysis,[object Object],Target Segmentation,[object Object],Our Offer H1,[object Object],Our Offer H2,[object Object],Distribution Strategy,[object Object],Communication Plan,[object Object],30,[object Object]
Social Media,[object Object],Generate positive “word of mouth”:,[object Object],1) Deploy the customer service on the social web by monitoring the conversations on twitter, forums, blogs,[object Object],2) Generate recommendations through targeting influencers of different communities,[object Object],3) Increase the presence of Orange on the social Web,[object Object],[object Object]
Create a specific account on Twitter for the Livebox31,[object Object]
Communication Plan,[object Object],Targets,[object Object],Mme Michu (Mrs Mainstream) / CSP+ [Current CORE customers],[object Object],Young actives,[object Object],Future CSP+ and Mainstream [Opportunity of Growth],[object Object],Strategy,[object Object],The best services are at Orange,[object Object],Personnalized,[object Object],Security,[object Object],Diversified,[object Object],Assistance,[object Object],Simplicity,[object Object],Messages,[object Object],Des services adaptés,[object Object],Une offre pour chacun,[object Object],Pour eux. Pour vous.,[object Object],Les meilleurs services,[object Object],Des services pour chacun,[object Object],Des services pour chacun. Pour eux. Pour vous. Orange.,[object Object],32,[object Object]
Creative concepts,[object Object],2011 Mainstream,[object Object],AD storyboard,[object Object],(seeappendix for completedetail),[object Object],Des services personnalisés. Pour eux. Pour vous. Orange,[object Object],PLAY 2012 CONCEPT AD,[object Object],-click here-,[object Object],33,[object Object]
THANK YOU,[object Object],34,[object Object]
APPENDIX,[object Object],35,[object Object]
Creative concepts,[object Object],1. A young guy is speaking to his mother using his cell phone, he is in his own flat and seems happy. Emotion to share : solidarity, proximityTransition to 3. using 2. : a photo frame is on a furniture in the flat, zoom in until full screen then slow fade into 2.3. The mother of the guy is speaking with him at phone and walk in her house. Emotion to share : happiness, familyTransition to 5. using 4. : camera follows the moves of the mother until we seen the couch. 5. On the couch, two children are sit and watch TV. They laugh.Emotion to share : happiness, youngness, carefree attitudeTransition to 7. using 6. : camera continues its move until we see the stairs. It climbs the stairs and enter the room of 7.7. Grand parents are using a computer. There are speaking while surfing on the web and debatting about the content they see (weather forecasts).Emotion to share : simplicity, sympathyTransition to 9. using 8. : camera zoom in to show use the desktop, then zoom into the photo frame showing their two younger grandchildren on the couch.9. The two children are still watching TV, but this time we see them from TV POV. They laughs and are joined by their brother (the guy from 1.), their mother (from 3.) and their grandparents (from 7.).To finish, we see the Orange Logo, the packshot and the slogan: “Des services personnalisés. Pour eux. Pour vous. Orange”,[object Object],Communication Plan – Orange Live Box Project,[object Object],36,[object Object]
FULL PRESENTATION BACK UP,[object Object],37,[object Object]
ORANGE PROJECT,[object Object],Design the new offer of Orange ADSL LiveBoxas an answer to competitors,[object Object],Valentin Meyer,[object Object],Tristan Nicolas,[object Object],Sophia Ould Ahmed,[object Object],Julien Peschard,[object Object],Audrey Presti,[object Object],WahidRazali,[object Object],38,[object Object]
AGENDA,[object Object],Background : Industrydynamics and trends,[object Object],CompetitorAnalysis,[object Object],Target Segmentation,[object Object],Our Offer2011,[object Object],Our Offer2012,[object Object],Distribution Strategy,[object Object],Communication Plan,[object Object],Industrydynamics and trends – Orange Live Box Project,[object Object],39,[object Object]
Background : Industry dynamics and trends,[object Object],The French Market at the end of 2010,[object Object], 21,4 Million subscribers - ADSL or HD – of the Internet ,[object Object],FttH is getting more and more importance (+58,7 compared to December 2009),[object Object],Orange Market Share in 2010 : 46,7 % - ADSL ,[object Object],Source : ARCEP,[object Object],Industrydynamics and trends – Orange Live Box Project,[object Object],40,[object Object]
Background : Industrydynamics and trends,[object Object],The French Marketat the end of 2010,[object Object],[object Object]
Competitionisreallyfierce
There are a lot of innovations in communication
The profile of the customersis more and more heterogeneousBut Orange may still gain Market Share by improving its strategy ,[object Object],Industrydynamics and trends – Orange Live Box Project,[object Object],41,[object Object]
AGENDA,[object Object],Background : Industrydynamics and trends,[object Object],CompetitorAnalysis,[object Object],Target Segmentation,[object Object],Our Offer2011,[object Object],Our Offer2012,[object Object],Distribution Strategy,[object Object],Communication Plan,[object Object],42,[object Object]
CompetitorAnalysis : FreeboxRevolution,[object Object],What do theypromote?,[object Object],On TV:,[object Object],Unlimited calls to mobile,[object Object],Internet on TV,[object Object],Blu-Ray Disc Player,[object Object],Live-Playback Control,[object Object],On street:,[object Object],Game station,[object Object],Blu-Ray Disc Player,[object Object],Unlimited calls to mobile,[object Object],Internet on TV,[object Object],250 Gb home server,[object Object],DOUBLE PLAY: 29.99€/month,[object Object],Unlimited High-Speed Internet - Unlimited calls to landlines France+ 150 countries,[object Object],TRIPLE PLAY : 31.98€/month,[object Object],Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries + HD TV,[object Object],Box includes: 40 Gb hard drive for time shifting and recording, old generation game station, 16+ catch up TV services,[object Object],TRIPLE PLAY : 37.97€/month,[object Object],Unlimited High-Speed Internet - Unlimited calls to landlines and cell phones France + landlines 150 countries + HD TV,[object Object],Box includes: 250 Gb home server, BRD and DVD player,  Game station, 16+ catch up TV services,[object Object],CompetitorAnalysis– Orange Live Box Project,[object Object],43,[object Object]
CompetitorAnalysis : Neuf Box Evolution,[object Object],What do theypromote?,[object Object],On TV:,[object Object],TV Interface,[object Object],VOD,[object Object],Live-Playback Control,[object Object],On street and papers:,[object Object],TV InterfaceVOD,[object Object],TRIPLE PLAY : 31.90€/month,[object Object],Unlimited High-Speed Internet - Unlimited calls to landlines France + 100 countries + TV,[object Object],TRIPLE PLAY : 37.90€/month,[object Object],Unlimited High-Speed Internet - Unlimited calls to landlines and cell phones France + landlines 100 countries + HD TV,[object Object],Box includes: 40 Gb hard drive for time shifting and recording, game station, 3D TV interface, memory card reader,[object Object],CompetitorAnalysis– Orange Live Box Project,[object Object],44,[object Object]

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