“How MTV is building partnerships across the world with telecom operators by building a MTV Mobile branded youth offer.” April 19th 2011
• 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
Intro // Who are we. A Full Service media owner that sits within Viacom’s huge brand portfolio – With MTV at our core.
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”
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
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
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
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
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
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.
MTV Value // Events• MTV Party Noise• Only for MTV Mobile members.• For free.• Different location• Pre sale & discount on festivals
MTV Value // EMA’s • 2010 edition was the first local and global approach • 100 MTV Mobile winners were invited • Full VIP treatment
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.
MTV Value // Merchandising• Focus on acquisition and loyalty
MTV Value // MTV Mobile Stores• Own MTV Mobile shops in Belgium and Germany developed by the operator.
MTV Value // Print and outdoor. External media partnerships & support from operators
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
MTV Value // Other• Jackass 3D Movie• Fast lane entrance• NY• Free tickets to live concerts
Application • Reach and Retention tool • Access client base and new customer experience • More value for money.
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.