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… call my name…
Brands are in  consumers mind, but… … must know the phone number to reach it!
Technology BMW Free app Prefix and Universal Code  generated by the app 6 7 7 8 5 6 9 9 9
No modifications to the network LACOSTE INTELLIGENT Network Call automatically diverted Carrier
Easy! <ul><li>Download a free app </li></ul><ul><li>Select BRAND application on mobile </li></ul><ul><li>Enter the brand n...
Call my name <ul><li>Every line may have many names associated </li></ul><ul><li>Every extension may have many names </li>...
<ul><ul><li>Firms ( SONY, 3M, TODS, BURBERRY ) </li></ul></ul><ul><ul><li>Brands ( PLAYSTATION, PS2, ACQUA DI GIO ) </li><...
<ul><li>Loans </li></ul><ul><li>Makeup </li></ul><ul><li>Home </li></ul><ul><li>Travel </li></ul><ul><li>Jobs </li></ul><u...
Why? <ul><li>Brand Awareness </li></ul><ul><li>Customer Care </li></ul><ul><li>Competition </li></ul><ul><li>Customers Imp...
must have! Vs.
C2P Consumer to Product Impulse buying Mobile buying Privacy Automatic Answers Interactive Dialogues Open 24 hours CHANEL5
BRAND for brands <ul><li>An annual fee to be searchable via BRAND  </li></ul><ul><ul><li>Annual fee: 500    1,000 € </li>...
<ul><li>BRAND for people </li></ul><ul><li>call my nick   </li></ul>Jeketta Lalla User pays a monthly fee (1€) for every n...
Italian Market Data <ul><li>SIMs: 80 millions  </li></ul><ul><li>Single Users: 40 millions  </li></ul><ul><li>€ 12 fee use...
contacts:   Roberto Marsicano Viale Corsica 45 20133 Milano Italy   Tel +39.02.36.56.20.64    Mob. +39.339 64 81 742   [em...
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Brand mobile 201101_en

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BRAND technology presentation: how to phone a brand or a nickname using its name

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  • Secondo le ricerche un cliente che riceve un servizio/prodotto in linea con le sue aspettative non si attiva per informare altri potenziali clienti. Un cliente che riceve un servizio/prodotto superiore alle aspettative diventa un missionario e comunica mediamente la sua soddisfazione ad altre due persone/aziende. Un cliente che riceve un servizio/prodotto inferiore alle aspettative diventa un alleato della concorrenza perché comunica mediamente al sua insoddisfazione ad almeno altre 11 persone/aziende. Da qui l’esigenza della Customer Care e soprattutto di gestire rapidamente ogni interazione con il cliente.
  • Transcript of "Brand mobile 201101_en"

    1. 1. … call my name…
    2. 2. Brands are in consumers mind, but… … must know the phone number to reach it!
    3. 3. Technology BMW Free app Prefix and Universal Code generated by the app 6 7 7 8 5 6 9 9 9
    4. 4. No modifications to the network LACOSTE INTELLIGENT Network Call automatically diverted Carrier
    5. 5. Easy! <ul><li>Download a free app </li></ul><ul><li>Select BRAND application on mobile </li></ul><ul><li>Enter the brand name and send it! </li></ul>
    6. 6. Call my name <ul><li>Every line may have many names associated </li></ul><ul><li>Every extension may have many names </li></ul><ul><ul><li>Cannedcat = 02.36.56.20.64 </li></ul></ul><ul><ul><li>Cannedcat Customers = 02.34.67.234 </li></ul></ul><ul><ul><li>Cannedcat Marsicano = 02.34.67.234 </li></ul></ul><ul><li>Every User manages its names </li></ul><ul><ul><li>Changes via phone and/or web </li></ul></ul>
    7. 7. <ul><ul><li>Firms ( SONY, 3M, TODS, BURBERRY ) </li></ul></ul><ul><ul><li>Brands ( PLAYSTATION, PS2, ACQUA DI GIO ) </li></ul></ul><ul><ul><li>Branches ( HSBC Milan ) </li></ul></ul><ul><ul><li>Departments ( ARMANI HOTELS ) </li></ul></ul><ul><ul><li>Extensions ( MISSONI CEO, VERSACE AD ) </li></ul></ul><ul><ul><li>Global, International, National, Locals names </li></ul></ul><ul><ul><li>Products (CD, books, software, make-up) </li></ul></ul><ul><ul><li>Temporary names (polls, elections, games, lotteries) </li></ul></ul>BRAND services
    8. 8. <ul><li>Loans </li></ul><ul><li>Makeup </li></ul><ul><li>Home </li></ul><ul><li>Travel </li></ul><ul><li>Jobs </li></ul><ul><li>Music </li></ul><ul><li>Movies </li></ul><ul><li>Records </li></ul><ul><li>Tickets </li></ul><ul><li>Insurance </li></ul><ul><li>Fashion </li></ul><ul><li>Health </li></ul><ul><li>News </li></ul><ul><li>Sport </li></ul><ul><li>Golf </li></ul><ul><li>Oroscope </li></ul>Generic Names
    9. 9. Why? <ul><li>Brand Awareness </li></ul><ul><li>Customer Care </li></ul><ul><li>Competition </li></ul><ul><li>Customers Impulse Buying </li></ul><ul><li>Privacy </li></ul>
    10. 10. must have! Vs.
    11. 11. C2P Consumer to Product Impulse buying Mobile buying Privacy Automatic Answers Interactive Dialogues Open 24 hours CHANEL5
    12. 12. BRAND for brands <ul><li>An annual fee to be searchable via BRAND </li></ul><ul><ul><li>Annual fee: 500  1,000 € </li></ul></ul><ul><ul><li>Initial target: top 15,000 brands & organizations </li></ul></ul><ul><ul><ul><li>i.e. advertising big spenders </li></ul></ul></ul><ul><ul><li>Callers do not pay for BRAND services </li></ul></ul><ul><li>Brand owner do not pays fees </li></ul><ul><ul><ul><li>End users pay a premium rate to call via BRAND </li></ul></ul></ul><ul><li>Mixed model </li></ul><ul><ul><li>Annual fee and a premium rate for every call </li></ul></ul>
    13. 13. <ul><li>BRAND for people </li></ul><ul><li>call my nick </li></ul>Jeketta Lalla User pays a monthly fee (1€) for every nick associated to phone number
    14. 14. Italian Market Data <ul><li>SIMs: 80 millions </li></ul><ul><li>Single Users: 40 millions </li></ul><ul><li>€ 12 fee user/year = € 480 million/year </li></ul><ul><ul><li>0,5% = 200.000 users = 2.400.000€ </li></ul></ul><ul><ul><li>1% = 400.000 users = 4.800.000€ </li></ul></ul><ul><ul><li>5% = 2.000.000 users = 24.000.000€ </li></ul></ul><ul><li>1 call per user every year </li></ul><ul><ul><li>40.000.000 x € 0,15€ = 60.000.000€ </li></ul></ul>
    15. 15. contacts:   Roberto Marsicano Viale Corsica 45 20133 Milano Italy   Tel +39.02.36.56.20.64   Mob. +39.339 64 81 742   [email_address] BRAND  Trademark - BRAND System Copyright  - All rights reserved. Patents pending
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