The document proposes a mobile application called coolT that would provide cultural, educational, and fun interactive content to students, with the goal of increasing graduation rates. coolT would feature search tools to find local events, reminders, social media integration, and an e-payment system to purchase tickets and content. The purpose would be to promote education and social values while providing a one-stop app to satisfy users' needs. The business case projects that coolT could have an overall positive impact of 182,000 euros over multiple years as app downloads and revenues increase, with costs focused on design, content updates, and integration. The proposed project plan is 11-12 months for deployment.

1. coolTensuring cultural and educational support in a fun way
author: Alexandru Simionov
expert: Mădălina Ghiţă

2. team charter
background:
• outdated learning methods within the educational system
• no consistent tools on the market to promote and integrate culture, education and fun content
• Young customers are data centric
• online channel is increasing in customers choice of buying
We would have a competitive advantage on the market by deploying an app which includes cool
and cultural (coolT app) content with the e-payment possibility.
• lack of interest
• lack of motivation
• low graduation rate
high school graduation rate
44,26% in 2012

3. proposition:
coolT is a mobile application that will provide:
• interactive content, ready to revolutionize the way that students are learning nowadays
• Features:
 “look for fun” search engine- deliver “hot this week” events (concerts, exhibitions, books, movies,
etc.)
 “set up reminder”– profile your user in order to provide dedicated content and target your needs
 My Account integration with Facebook profile
 encapsulate users search/buy/like/share and map his profile/behavior
 Buy– e-payment integrated tickets and content (discography, e-books, audio books, video
tutorials)
Integrate all in one:
Oraşul meu, Facebook, Deezer & Libon
- Chat about what is new
- Share with others
- Like what is cool

4. coolTlook and feel:

5. purpose:
• increase the company image through social responsibility campaigns
• promote educational and social values.
• encourage Youth to rediscover what values are truly important to them in their own lives
• target competition customers (downloadable app in Google Play and Apple iTunes)
• integrate coolT within ORO offers in order to encourage downloads and gain revenues
• safe online environment with SSO integration (credit card enrollment)
• easy to manage, less expensive- integrating a series of products and services such as Libon, Deezer,
Oraşul meu, media library or e-payments, all in one app

6. customer promise:
• satisfy your needs at a glance
All in one app and dedicated content- search, discover, buy and share!
• Simple customer journey
Whether if you’re an Hi-Tech engineer, or you are preparing to become a fashion designer, we promise
you a user-friendly app.
• target market needs
We know who you are, we know what you want, we can ensure you of a high quality app and a relevant,
personalized and impressive content, based on your previous experiences.
• time saving app with e-payment
We respect your time, we make your money matter! We provide alerts for you to not miss any relevant
event and you can pay right away- no need to go to a shop or on another online platform.
• interactive platform
Your opinions are all that matters to us! We will provide you with the opportunity to feedback your
complaints, compliments and comments.
We promise to keep our promises!

7. Source Unit 2012 2013 2014 2015 2016 2017 2018
Contract Smartphone Devices Calculation 000s 644 1052 1357 1695 1942 2191 2181
Prepaid Smartphone Devices Calculation 000s 601 934 1184 1431 1669 1938 2205
Total base Calculation 000s 1245 1986 2541 3125 3610 4129 4387
% of total base Calculation % 14% 22% 30% 38% 44% 51% 54%
app downloads Calculation 000s 25 31 36 41 44
app downloads out of dedicated offers Calculation 000s 12.7 15.6 18.1 20.6 21.9
Revenue from dedicated offers-0.30 eur monetization Calculation 000s eur 3.8 4.7 5.4 6.2 6.6 26.7
Revenue per app fee after 6 months free use (1 eur/month) Calculation 000s eur 45.7 56.3 65.0 74.3 79.0 320.3 347.0
Costs
app design and deployment Calculation 000s eur 40 0 0 0 0 30 70
app content and updates Calculation 000s eur 10 10 15 15 20 70
My Account integration Calculation 000s eur 10 0 0 0 0 15 25
e-payment (credit card integration) Calculation 000s eur 0.01 0.00 0.01 0.01 0.01 0.03 165
e-payment transactions Calculation 000s 1.3 0.9 1.1 1.2 1.3 5.8
average value per transaction (1 eur) Calculation 000s 1.3 0.9 1.1 1.2 1.3 5.8
Overall
Impact
182.0
Business case:
182 k euro overall impact

8. m+1 m+2 m+3 m+4 m+5 m+6 m+7 m+8 m+9 m+10 m+11 m+12
year 1
T0
DESIGN
THE SOLUTION
BUILD THE SOLUTION
T1
Develop or adapt
(ORO)
Integration
Validation phase
T2
m+1 m+2 m+3 m+4 m+5
year 1
Prepare environment
ROLL OUT THE SOLUTION
Release the solution
OAM, support process
End to End testing
Self-accreditation
in pre-prod.
T3
FUT
T4
CTC Simplicty
Accreditation
in prod.
Develop or adapt
MARKET LAUNCH
Detailed design
Project management, Business Plan
Communication plan
Customer journey test results
& corrective action plan
project plan:
11 to 12 months deployment

9. Thank you!