Telenor

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Telenor

  1. 1. Implementing a global brand Gear’Up 06, October 18th 2006 Web director Pål Nilsen
  2. 2. The Telenor story • 1855: Norwegian Telegraph Company founded • 1877: Graham Bell visits Norway to demonstrate the telephone • 1966: Mobile phone introduced • 1969: Data communication introduced • 1992: TV-signals via satellite • 1993: First international activity • 1994: Changed to a public cooperation (AS) • 1995: New name: Telenor • 1998: From monopoly to competition • 2000: Listed on the stock exchange 1855 1969 1995 1998
  3. 3. Today Telenor is a leading international provider of communications services and one of the largest mobile operators worldwide
  4. 4. Telenor’s mobile world Norway Telenor 100% Denmark Sonofon 100% Sweden Telenor 100% Hungary Pannon 100% Pakistan Telenor Pakistan 100% Montenegro ProMonte 100% Bangladesh GrameenPhone 62% Serbia Ukraine Telenor 100% Kyivstar 56.5% Thailand DTAC 70.6% (*) Austria Russia One 17.5% Malaysia VimpelCom 29.9% DiGi 61%
  5. 5. Mobile Operations 100 mill subscription milestone reached 100,0 95,7 89,6 82,7 74,5 67,1 60,1 52,7 Q1 2005 Q2 2005 Q3 2005 Q4 2005 Q1 2006 Q1 2006 Q2 2006 sep.06 Subscription figures in millions - 100% figures for all companies
  6. 6. The big challenge: Global coordination •One common company culture (vision, values, brands) •Stimulating best practice sharing •Cooperation between markets •Maintaining local edge and market relevance
  7. 7. Facing new challenges in the 21st century Robust enough to compete Stand out towards other Modern & fresh in the landscape of brands that compete for international competition attention vs. customers in distribution
  8. 8. So what did we do?
  9. 9. A revolution in three months! • After the final decision, more than 200 people was deeply involved with building “The New Telenor” • November 16th 2005: New vision and values presented • February 9th 2006: New logo implemented in Norway, Denmark and Hungary – Products, advertising, stationary, stores, vehicles, presentations, internet, intranet, WAP, packaging, sim cards, telephone booths… – The new look and feel came as a surprise for everyone • From February 2006: New brand implemented around the globe
  10. 10. New visual identity in seven countries so far… • Norway • Denmark • Hungary • Sweden • Montenegro • Pakistan • Serbia
  11. 11. Pannon Rebranding Experience
  12. 12. Budapest flagship store before…
  13. 13. …and after
  14. 14. From diversity… (Telenor online 2005)
  15. 15. To consistency… (Telenor online 2006)
  16. 16. The Re-branding Challenge • A really global branding strategy for the first time • Still some co-brands • Lack of strategies – No global Internet strategy: Little collaboration and coordination between web initiatives
  17. 17. What did we do on the web? • Project launched with several phases – Light re-branding of all major websites in affected countries – Detailed guidelines for web - In line with the new global brand strategy – No strategically, structural or technical changes – Menu structure and consumer related functionality not changed – Establishing a global Internet strategy (March 2006 – November 2006) – Implementing the new Internet strategy (From January 2007) – Total renewal of all web sites
  18. 18. The Pakistan re-branding
  19. 19. From Mobi 63 to Telenor
  20. 20. Content and Asset Management - today • TeamSite used for intranet and partly Internet since 1999 – Will be customizated for easier use – Publishing directly from the Web • MediaBin newly implemented as a global multimedia archive – Will ease working with and sharing multimedia assets – Improve brand management and consistency • eDok as a corporate documentation system – Integration with TeamSite and the Intranet
  21. 21. TeamSite version 6.7 – for the Intranet • 300 users • 150.000 content files • 300.000 pictures How to • 100.000 attachments publish to • 5000 menu items the right • 40 branches on top level menu item? • 6 different templates • 70 types of content • 100 categories
  22. 22. Create content here
  23. 23. Modify Delete
  24. 24. Content and Asset Management - tomorrow • Considering implement TeamSite as a common tool for all electronic channels, for improved cross channel publishing • Integrations with SSO between all relevant systems: – TeamSite – MediaBin – eDok – SharePoint – Process documentation system – Corporate search engine
  25. 25. Brand centre - example • TeamSite • MediaBin • Power Point Workbench • eDok • Process docu- mentation system
  26. 26. Web branding key success factors • Support needed from Top Management and all relevant stakeholders • Global and local strategies followed by detailed practical guidelines – Governance structure and ownership/responsibility • “Customer needs” and “net sales” are scary words – Collaboration – but also a little dictatorship • “Here comes the Web Police!” – Or else: Diversity all-over-again after 1-2 years
  27. 27. thank you paal.nilsen@telenor.com

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