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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.
    • Boring
    Untargeted Monotonous Texts Minutes Generic Uninspiring Indifference Restrictive Rational Can we go from this….
  • 7.
    • Choice
    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’
    • Has a positive impact on the brand
    • Affirms choice and enhances relationship… I’m happy where I am!
    • Drives sense of intrigue and desire… is it time for me to change?
    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.
    • Think customer segments, not product or payment method
    • Differentiate on quality of experience NOT features
    • Take account of both customer insight and product and device “push”
    • Propositions that excite our customers, give our PR team a great story and make the competition “sit up, take notice and worry”
    Customers
  • 11.
    • Limit cost of deployment
    • Improve time to market by reducing complexity
    • Simple increments are good
    • Produce great high end experiences but don’t forget the mass market
    Technology