Orange Trial Factory


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  • Orange Trial Factory

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