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Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
Mobile Convention Amsterdam - MTV - Michel Dupont
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Mobile Convention Amsterdam - MTV - Michel Dupont

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Presentation of MTV (Michel Dupont) during Mobile Convention Amsterdam.

Presentation of MTV (Michel Dupont) during Mobile Convention Amsterdam.

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  • 1. “How MTV is building partnerships across the world with telecom operators by building a MTV Mobile branded youth offer.” April 19th 2011
  • 2. • Introduction // Who are we• MBL // What are we talking about• Partnership // How does it work• MTV Value // What do we offer• MBL // Facts and Figures
  • 3. Intro // Who are we. A Full Service media owner that sits within Viacom’s huge brand portfolio – With MTV at our core.
  • 4. Intro // Who are we• MTV International is the network outside USA and consists of 68 main MTVchannels, 165 online properties in 161 territories reaching 500+ millionhouseholds• MTV is the world’s largest television network and the leading multimediabrand for youth - has been the world’s most valuable media brand for 7 yearsaccording to Interbrand and Business Week•65% of MTV’s adult viewers are aged between 15-34 yrs•MTV is positioned as the #1 international youth entertainment brandwith a supporting b2b position as ”the youth expert”
  • 5. MBL // What are we talking about? • Mobile Brand License (≠ MVNO) • broad partnership with a telecom operator • Price plan to customers • MTV mobile becomes Youth offer • Telco remains telco (back office) • MTV promotes on all platforms • Offer added value by adding MTV components to the offer
  • 6. Partnership // How does it work • Define roles and responsibilities. • Remuneration • Operator owns the subscribers • MTV owns the brand Mobile service Communication Operator MTV Billing 360 Offer Back office Price & Retention Tech support promotion Content Events Distribution
  • 7. How is a partnership being set up//4 basic rules • Target ✓ 12-18 pre paid ✓ 18-34 post paid (or hybrid) • Aggressive offer ✓ not cheapest ✓ but most relevant for target per market • Attractive offer ✓ Free MTV content (video but also event, goodies) ✓ use international leverage (sell the non sellable) • Optimal distribution ✓ for optimal integration into the operator’s portfolio
  • 8. Partnership // Revenue model • Brand License Fee Bounty fee • Bounty Fee (‘acquisition fee’) ✓ For every new customer Brand license fee ✓ Depends from country and pre -or postpaid • Revenue share Marketing Revenue share ✓ On ARPU commitment on ARPU ✓ Strongly dependent on heritage of new customer • Marketing commitment from and to MTV
  • 9. MTV Value // What do you get • Focus on acquisition and retention at the same time • Brand MTV Mobile • Dedicated team working on MBL in every country. • Claim Gif me more MTV. • Unlimited access to our platforms ; regional and international : - TV airtime - Online - Events - A la carte - Presenters - Merchandise
  • 10. MTV Value // TV Airtime• Airtime on our TV channels• New campaign will be launched 3rd week of April in Germany, Switzerland and Holland. Belgium in June.• Gif concept• Campaign is cleared for global usage.
  • 11. MTV Value // TV Airtime
  • 12. MTV Value // Events• MTV Party Noise• Only for MTV Mobile members.• For free.• Different location• Pre sale & discount on festivals
  • 13. MTV Value // EMA’s • 2010 edition was the first local and global approach • 100 MTV Mobile winners were invited • Full VIP treatment
  • 14. MTV Value // Online• Social Media• Goals are to create fans and to communicate our promos or contests• Regional• Online bannering• Promotion internally throughout own websites.
  • 15. MTV Value // Merchandising• Focus on acquisition and loyalty
  • 16. MTV Value // MTV Mobile Stores• Own MTV Mobile shops in Belgium and Germany developed by the operator.
  • 17. MTV Value // Print and outdoor. External media partnerships & support from operators
  • 18. MTV Value // Video Content• Monthly exclusive episodes for premiere on MBL.• Distribution Triple A content to all operators.• 2 weeks prior to TV• Promotions through base SMS & TVC• Only for MTV Mobile customers Schedule ( TBC): March --> Jersey Shore 3 April --> Paris Hilton Dubai BFF May --> Teen Mom June --> Hard times July --> TBD August --> Paris Hilton my BFF September --> 16 & pregnant October --> That Girl November --> Beavis & Butthead
  • 19. MTV Value // Other• Jackass 3D Movie• Fast lane entrance• NY• Free tickets to live concerts
  • 20. Application • Reach and Retention tool • Access client base and new customer experience • More value for money.
  • 21. MBL //Facts & Figures
  • 22. MBL //Facts & Figures• 6 countries• 2,5 Mio users• Gross value for the operators of > 1 billion $• Pre - & postpaid offer• 10 to 90 $ ARPU• 2 contracts were prolonged, Belgium and Germany• Last year we launched 2 new cooperations in Switzerland and The Netherlands.
  • 23. thank you

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