Consultation with the giffgaff Community around suggested goodybag changes.

1. Member Consultation
goodybags
April ‘13

2. Thank-you… for taking the time to read these slides and showing an
interest in our goodybag consultation.
At giffgaff, we always aim to meet your needs as members as best we can, whilst also
meeting our own needs as a business in an ever changing marketplace.
The best way to achieve this is to involve our members in key decisions and ensure that our
goodybags are always…..
simple, transparent and good value.
Provided that we always stay true to our values and achieve these aims, we hope that our
offers will continue to meet your needs as well as our own needs as a business.
Having recently reviewed our current offerings, we think there are opportunities for us to
make our goodybags even stronger and we would like your input into how we go about
making these changes.
There are two key areas which we really need your help on, so we’ve written up our
thoughts in this slide pack and would like to invite you to have your say in our community
consultation.
…we are listening.

3. Two key areas of focus
1. The sub-£10 market 2. The £20+ market
We currently offer two £5 goodybags We currently offer two top end goodybags
at the sub £10 price point. at £20 and £25.
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However, giffgaff don’t currently compete
in the important £7-£9 area of the market However, these are the least purchased
and the £5 Unlimited text goodybag is our goodybags that giffgaff offers and
third least popular goodybag. competition in this area of the market has
strengthened recently.
For these reasons, we would like your help
to develop a replacement for the £5 text We would like your input to help us to
goodybag with a more attractive offer consolidate these goodybags into one,
priced between £7 and £9. This will attractive offer.
hopefully be more useful for the majority
of members.

4. Context
We aim to launch the goodybags that you want, but we also need to remain a healthy
business, so please bear the following in mind when making suggestions.
Balancing value with
Managing data usage Key competition
profitability
The outcome which will We have been working Although giffgaff are a Pay
win the day is the one hard to manage data usage As You Go company, we
which meets your needs as on the network and also consider 1 month SIM
members and also our protect the ‘Unlimited only offers as key
needs as a business, so data’ offering which we’re competition.
please consider the ways currently able to include We do not strive to be all
that your suggestion will with many of our things to all people and we
impact overall profitability goodybags. recognise that our
for giffgaff as well as Given all this hard competitors might offer
delivering more value to work, please bear in mind good deals too, our aim is
you. that we cannot make to find a place in the
changes to our goodybags market which meets the
which encourage needs of the vast majority
significantly more data of our members.
usage.

5. Portfolio structure
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Simplicity and Satisfaction
giffgaff strive to be simple and deliver high member satisfaction. Research has shown that the
more goodybags we have in our portfolio, the more complex our offering is perceived to be.
In addition, having two goodybags at the same price point reduces simplicity and satisfaction.
For this reason, every goodybag which we offer needs to fulfil a purpose and add real value to
members.
The three least purchased goodybags that giffgaff offer are highlighted in red and so we are
considering the replacement or consolidation of these offers as part of this change.

6. Question 1: A new £7-£9 goodybag
This slide summarises our current £0-£10 offers and a suggested alternative for you to
consider.
Current Offering Suggested Offering
£7.50
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We’d like your input to help us to develop a new £7-£9 goodybag, which will give us a
competitive edge so that giffgaff has the same level of consideration as other
competitors in this price range.
Please let us know: What do you think of our suggested offering? If you’d change it, what
specifically would you choose to change?

7. Question 2: £20 goodybag
Current Offering Suggested Offering
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As we said a couple of slides back, our £20 and £25 offers are our two least purchased
goodybags and so we would like to consolidate them into a single £20 offering which
better meets your needs as members.
This change is all about simplification and offering strong value in a single goodybag.
Please let us know: What are your thoughts on our suggested offering? Do you see it as
an improvement? If not, why and what specifically do we need to focus on to improve it?

8. International minutes
Thank-you for reading through our ideas.
In addition to our questions, we would like to request some feedback from our members
to help us to understand the value of international calling to you.
Please have a think about the following and let us know how important international
calling is to you:
• Do you ever call or text abroad from the UK?
• Would you call abroad more if the offer was right?
• Would it be beneficial to you to have an offer which made calling other countries in the
EU extremely good value?
• Are there any other international regions which you would be interested in calling or
texting in particular?
• Is international calling and texting an area that you would like giffgaff to focus on?
Please let us know: Your thoughts on international calling and texting – would very good
value calls and texts to the EU (or another region) be something which you would value?

9. How to share your views
You’ve heard our thoughts – now it’s over to you.
Thank-you again for getting this far and taking the time to read these slides.
Hopefully you’ve developed some opinions by now on our ideas… if so, then
hold that thought – we really need to hear your views to make sure that we’re
meeting your needs as best we can.
To let us know what you think, please go to our community consultation forum
posting here:
http://giff.ly/gbconsult
…and get involved in the discussion.
The consultation will close at 5pm on Thursday 11th April, so please don’t wait!
In return, we are committed to sharing the key outputs from the consultation
and doing all that we can to meet your needs, whilst also meeting our own
needs as a business.

10. THANK-YOU