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Orange UK -- Service Innovation Requirements
Orange UK -- Service Innovation Requirements
Orange UK -- Service Innovation Requirements
Orange UK -- Service Innovation Requirements
Orange UK -- Service Innovation Requirements
Orange UK -- Service Innovation Requirements
Orange UK -- Service Innovation Requirements
Orange UK -- Service Innovation Requirements
Orange UK -- Service Innovation Requirements
Orange UK -- Service Innovation Requirements
Orange UK -- Service Innovation Requirements
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Orange UK -- Service Innovation Requirements

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  • 1. NESTA Orange Restricted Mark Watts-Jones Orange UK, Head of Product Marketing [email_address] Twitter: MWJ October 2009
  • 2. I’d like to introduce you to the Orange animals… Orange animals
  • 3. Basic mobile, engaged online users Wide social groups, budget constrained, tech savvy Want it all, tech experts, heavy communicators Close knit family & friends - high voice & text use
  • 4.  
  • 5. Orange Monkey
  • 6. <ul><li>Boring </li></ul>Untargeted Monotonous Texts Minutes Generic Uninspiring Indifference Restrictive Rational Can we go from this….
  • 7. <ul><li>Choice </li></ul>Fun Responsive Entertainment Aware Personalised Tailored Engaged Valued Reward Emotional … to this
  • 8. Success will be reliant on consistently providing choice, flexibility and genuine ‘added value’ <ul><li>Has a positive impact on the brand </li></ul><ul><li>Affirms choice and enhances relationship… I’m happy where I am! </li></ul><ul><li>Drives sense of intrigue and desire… is it time for me to change? </li></ul>For everyone For existing customers For non-customers
  • 9. What we want to stand for Together we can do more What our customers will feel that Orange offers Great value for money We make it easy Brilliant experience
  • 10. <ul><li>Think customer segments, not product or payment method </li></ul><ul><li>Differentiate on quality of experience NOT features </li></ul><ul><li>Take account of both customer insight and product and device “push” </li></ul><ul><li>Propositions that excite our customers, give our PR team a great story and make the competition “sit up, take notice and worry” </li></ul>Customers
  • 11. <ul><li>Limit cost of deployment </li></ul><ul><li>Improve time to market by reducing complexity </li></ul><ul><li>Simple increments are good </li></ul><ul><li>Produce great high end experiences but don’t forget the mass market </li></ul>Technology

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