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Orange Trial Factory

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

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

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  • 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 www.orange.fr 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 www.orangetrialfactory.com