NESTA Mark Watts-Jones Orange UK, Head of Product Marketing [email_address] Twitter: MWJ October 2009

I’d like to introduce you to the Orange animals… Orange animals

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

Orange Monkey

Boring Untargeted Monotonous Texts Minutes Generic Uninspiring Indifference Restrictive Rational Can we go from this….

Boring

Choice Fun Responsive Entertainment Aware Personalised Tailored Engaged Valued Reward Emotional … to this

Choice

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

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?

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

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

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”

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

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