Your SlideShare is downloading. ×
  • Like
  • Save
Orange Trial Factory
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Orange Trial Factory


Orange Trial Factory presentation. For more details, please contact us directly

Orange Trial Factory presentation. For more details, please contact us directly

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. orange trial factory Stephane Gantchev Orange France, Value Added Multimedia Services Department October 2008
  • 2. agenda
    • about orange and FT group
    • orange trial factory in a nutshell
    • orange trial factory drivers
    • innovation feed
    • trial types
    • success stories
    • proposed partnership approach
    • areas of interest
    • contacts
  • 3. Orange and France Telecom Group: one of the world’s leading telecom operators
    • Orange commercial Brand of France Telecom
    • Orange / France Telecom became a convergent operator in 2006 covering Internet & TV activity as well as mobile.
    • The France Telecom service offerings are now present in 220 countries around the world, satisfying over 170 million customers
    • The Orange mobile brand is present in 28 countries with 114 million customers – a growth of 66 million over the past 3 years.
    • Last year Orange was a leader of IPTV with the highest number of active IPTV subscribers worldwide.
  • 4. Orange France
    • Where is Orange France mobile ?
      • Largest mobile operator within the Orange / FT Group
      • More than 40% of all Orange mobile users in Europe
      • Largest mobile operator in France in a highly competitive market
      • Exclusive distributor of iPhone in France
    • Innovation and time to market are key factors for maintaining our leading position
    • => Orange France has a dedicated innovation program : the orange trial factory
  • 5. orange trial factory
    • The orange trial factory is dedicated to innovation on value added services
    • Strongly linked to the business stakes it aims to reduce the time to market
  • 6. the orange trial factory in a nutshell Objective : up to 20 trials per year
    • We investigate innovative solutions and propose the most promising to Orange France business teams
    • We operate on a fast track scheme, in close collaboration with business sponsors
    • Orange trial factory relies on a dedicated in-house server platform and an IT partner
    • Support to all relevant parties is provided from early stages to the trial debriefs
    • Activity is coordinated with all interested entities within the group
  • 7. the orange trial factory drivers Innovation Focus Fast Track scheme Business support
    • Agile development method
    • Components re-use on the in-house server platform
    • Trial management intranet development
    Integration and IT Group relations
  • 8. the orange trial factory drivers Innovation Focus Fast Track scheme Business support
    • Agile development method
    • Components re-use on the in-house server platform
    • Trial management intranet development
    Integration and IT Group relations orange trial factory
    • Hunting for innovative solutions (congresses, events)
    • Relational network development (VCs, partners)
    • Using OTF IT partner’s worldwide experts network
    Innovation Focus Fast Track scheme
    • Dedicated development process
    • Time boxing & reduced costs
    • 10 weeks build, 12 weeks trial
    Business support
    • Monthly innovation steering committee
    • Business sponsor on each trial
    • Post trial follow-up
    Integration and IT
    • Agile development method
    • Components re-use on the in-house server platform
    • Trial management intranet development
    • Knowledge sharing with group entities
    • Orange Partner stakeholder
    • Thematic days invitations to relevant group actors
  • 9. innovation feed
  • 10. nightmares for startups and small companies
    • When approaching and working with a big organization like tier one operator startups/small companies often say:
      • Where should we go, who should I talk to, who is the right person that can be interested by my solution ?
      • People never come back to me with feedback !
      • Operators are so slow !
      • Operators asks us to make a trial, then we start another trial … (“The perpetual trial”)
  • 11. orange trial factory can help them
    • orange trial factory helps the companies with new innovative value added services products:
      • By providing a “Entry gate” to Orange
      • By giving a rapid and honest response/feedback to the company
      • By identifying the relevant marketing sponsors within Orange France and pushing to them the innovative product/service; or acting as a “information hub” if the innovative solution is out our the VAS scope
      • By organizing and running with short TTM the trial if the marketing sponsor is interested by the product/service; trial “success criteria” and next steps are clearly defined in a “Trial Agreement” document
    • => orange trial factory offers a fair chance for all companies with smart innovative VAS products
  • 12. benefits of cooperation between OTF and Venture Capitals
    • Orange constantly looks for innovative value added services that can provide value and differentiation
    • => The key for Orange is to identify these companies as early as possible: all those startups usually first knock on the VC’s door
    • Orange trial factory proposes to VC firms a win-win partnership
    • Orange can provide to VCs
      • valuable market feedback from a Tier 1 carrier on each portfolio or dealflow company, it’s product, technology, maturity, the professionalism of the team etc.
      • feedback on a given company during due diligence process (VC may decide not to invest in a company that carriers don’t find particularly interesting)
      • possibility for co-investment in the company with Innovacom VC
      • Orange trial factory also pushes to the VCs companies that are looking for investment
  • 13. suggested partnership approach OTF<->VC
    • Orange trial factory lists the areas of interest for new innovative Value Added Services (mobile and convergent)
    • The VC proposes portfolio companies and candidate portfolio (dealflow) companies that may interest Orange
    • Short listed companies/products with high potential in Orange France go through the orange trial factory process that includes
      • Identification of business sponsor in the marketing departments
      • Establishment of trial scope and clear success criteria
      • Technical (internal) trial followed potentially by a Business trial
      • Trial conclusion and go / no-go decision for commercial deployment
    • Meeting or conf call on a regular basis (1-2 times per quarter) for update and review of new identified companies, discussion of specific topics, trends etc.
  • 14. trial types
    • Assess the solution maturity
    • Analyse integration impacts on IT and network
    • Give the marketing teams a detailed vision of the solution
    • Pre-requisite for a business trial
    • Gathers 50 to 150 FT employees that test the service
    • Average 2 months length
    Technical Trial
    • Increased involvement of business sponsors for the product definition
    • Panel selection, success factors definition
    • Trial analysis and go/nogo instruction for commercial launch
    • Solution can be hosted by the IT partner with an SLA
    • Hundreds/thousands users, FT employees and real Orange France customers
    • Average 3 months length
    Business Trial
  • 15. our path
    • Created in the beginning of 2007 in Orange France CTO Office (attached to VP Value Added Multimedia Services)
    • Constantly growing: started with a team of 3 – now 8 persons (fully or partially dedicated to orange trial factory)
    • 6 trials completed in 2007 => 3 solutions are in process to be commercially launched; 2 services are targeted to be live in beginning of Q4 2008
    • In 2008: 7 completed or ongoing trials (2 in collaboration with other teams) => 5 solutions are in different stages of commercialization: launch, soft-launch or opportunity study, 2 services are targeted to be live in Q4 2008
    • Currently there are 4 new trials in preparation (to be launched in the beginning of Q4). A few more topics are under trial opportunity study phase
    • 1 company redirected to the IMS team and preparing a trial. 5 companies are participating in various Orange France/France Telecom RFI/RFQs following recommendations from Orange Trial Factory
    • 500+ companies reviewed and referenced in a database
  • 16. success stories – OTF trials going now on production
    • MTicker
    • “ Ticker” embedded application on the mobile device’s home screen
    • Used to display RSS feeds, operator’s VAS services promotion and advertisement
    • Technical trial, involving 80+ OFR employees and VIPs
    • Very positive feedback by the trial users – go for production decision taken following the trial
    • V-Mark
    • Viral MMS campaigns (with fun to share content) with detailed forward tracking statistics
    • V-Mark component integrated in OFR production MMSC environment
    • Business trial, involving 200 000 Orange France customers
    • Very positive feedback by several marketing entities, go for production decision following the trial
  • 17. success stories – OTF trials going now on production
    • Fontip text messages
    • Send messages (SMS) using personalized fonts and icons
    • Enable possibility to use own handwriting
    • Great TTM: 2,5 months between the “go for trial” and the trial launch
    • Zlango pic-talk
    • New way of p2p communication – ZMS – zlango message
    • New language, based on icons
    • Community web site
    • Embedded (java) application, SMS as message transport
  • 18. success stories - still ongoing on portal
    • Ad funded games
    • Offer free games on the operator’s portal
    • Games include advertising using the wrapper technology
    • Ad can be either picture or animation.
    • Any action can be linked to the ad : call/go to URL/send SMS…
    • Soma Launcher: mini ad server component sitting on the device, synchronised with a backend ad server
    • Trial includes games from editors like Digital Chocolate
  • 19. areas of interest
    • Innovative products in the domain of Value Added Multimedia Services, Mobile and Internet enabled
        • Community services (Chat, Blog, IM, Content Sharing, Teenager services, Community aggregators, Social network applications …)
        • Embedded Applications (home screen, idle screen, on device portal, widgets, tickers, …); Rich Media Applications
        • Download services (ringtones, wallpapers, games, podcasts, catalogues…)
        • Messaging services (SMS, MMS, Email,…)
        • Data synchronization, backup, storage services, over the air, cable
        • TV/Video & Music on mobile (Streaming, VOD,…)
        • Mobile Advertising
        • Location based services
        • Mobile payments, mobile commerce, contactless, mobile tags
        • Services integrated on the Wap Gateway (ICAP or proxy chain mode), parental control, antivirus, …
        • Portals, browsing, off-portal browsing, transcoding, browsing clients
        • Voice services (Voicemail, VVM, IVR, Visio services, CRBT, IN, …)
        • Wifi on mobile
        • Business services
    • This list is not covering every potential OFT trial candidate, its only provided as general guideline
  • 20. thank you  Visit us at