Virtual Society

Client: XY
Brand: ABCD

According To The Brief For New Brand: Innovative Solution For Long Term Direct Communication To TA

AN INTRODUCTORY
CLARIFICATION
This is a fictional case study dealing with a fictional brand
The data provided about brand positioning and brand performance are in fact
insufficient to create a reliable and consistent marketing strategy.
• In the case of a real brand/campaign we would suggest conducting at least a limited
market research to pinpoint the exact reasons why the two groups of consumers – the
young people from the big cities and the young people from the small towns – that
otherwise have so many identical sociometric parameters, react to the same brand in
such a different way.
• Thus, everything that follows should be viewed only as a very tentative
communication strategy proposal or a mere demonstration of our way of thinking,
that, should it serve any real-life and real-market purpose, would have to be
thoroughly revised and corroborated with hard facts, in order to ensure future brand
development.

Note: TITLE X - VC = TITLE X - Virtual Community supported by ABCD brand

TAKRAGUJEVAC
UŽICE
ČAČAK
KRALJEVO
VALJEVO
PANČEVO
SOPOT
LESKOVAC
VLASOTINCE
SOMBOR
BEČEJ
LOZNICA
MLADENOVAC
ARANĐELOVAC
SMEDEREVO
GORNJI MILANOVAC
VRANJE
PIROT
NOVI PAZAR
NOVA VAROŠ
UŽICE
KLADOVO
NEGOTIN
RUMA
INĐIJA
ŠABAC
OBRENOVAC
STARA PAZOVA
SREMSKA MITROVICA
SUBOTICA
ETC.

SOLUTION:
TITLE X -
VIRTUAL
SOCIETY
Direct Marketing Activities: Offer No. 1463


TITLE X -
VIRTUAL SOCIETY CHANNELS

Mobile Phone Computer Call Centre


TITLE X - VIRTUAL SOCIETY
NEEDS = CONTENT
Entertainment, Social Networking, Travel: Local & Job Opportunities:
Culture & Sport Dating International Local & International

Information & Saving Options
Shopping Wireless Entertainment
Education & Prize Games


ATTRIBUTES
Easy access on mobile, According to TA Development according
User-Friendly computer or call centre needs to TA experience

New society
Interactive connections among Simple technology Privileged status
communication with TA members solutions for members only


ATTRIBUTES-explanation
User-Friendly - TITLE X - VC Solutions should be based on the most frequent service usage tools of TA

Easy access on mobile, computer or call centre - TITLE X - VC should provide easy (automatic) access to the TA

According to TA needs - TITLE X - VC services should be settled and organized according to the exact TA needs

Development according to TA experience - After TITLE X - VC launch and during project duration, monitoring and
customer experience research should be continuously maintained, as a base for the project development

New society connections among members - TITLE X - VC should provide functional and open channels for VC members
interactive communication, social networking and relation development

Interactive communication with TA - TITLE X - VC should ensure interactivity of the community and TITLE X - VC Center,
in order to create long-term stable connection with the community members and TITLE X - Centre

Simple technology solutions - TITLE X - VC should enable communication which is based on those technology solutions
which are simple-to-use to the TA. Also, technology solutions should be in accordance to the TA technology personal
equipment/devices (mobile, computer)

Privileged status for members only - Members of TITLE X - VC should feel and recognize privileged status and beneﬁt on
both levels: rational & emotional. All services provided by TITLE X - VC should be free of charge.

COMMUNICATION SYNERGETIC PLATFORM
SOLUTION STRATEGY:
To create user-friendly solution according to customer-experience needs, based on mobile
phone technologies and internet tools, and using the call-centre support.

SYNERGETIC PLATFORM:
End-consumers should easily use both devices: mobile phones & internet, as well as call-
centre.
It means that virtual community solutions should be based on the simple and the most
frequent service usage (mobile & internet) possibilities and habits of end-users.

VIRTUAL COMMUNITY “FOR MEMBERS ONLY”
Entrance gate for solutions and services within TITLE X - Virtual Community should be
available for registered users only.


COMMUNICATION
PERSONAL CUSTOMIZING OPTION
PERSONAL CUSTOMIZING OPTION
After registration, user can customize, according to personal interest, TITLE X - VC web home page, or menu bar on the
mobile phone.

PERSONAL ENTRANCE FORM:
When entering to TITLE X- VC it’s possible to have personal greeting approach (e.g. Hello Petar).

PERSONAL ABCD VC DIRECT COMMUNICATION:
TITLE X - VC can send personal greeting (birthday, or other occasion) to the particular member.

PERSONAL CUSTOMER CONTENT ALERT REQUEST TO THE ABCD VC CENTRE:
TITLE X - Community Member can send request using all channels of communication (mobile, internet, call center) for
the certain automatic content alert request (e.g. to be informed about new speciﬁed events).

PERSONAL ALLOWANCE TO THE CERTAIN COMMUNICATION CHANNEL:
TITLE X - Community Member can choose how to be contacted from TITLE X - VC Centre:
1. SMS, MMS
2. E-MAIL
3. MOBILE PHONE CALL
4. OTHER (Post mail, ﬁxed phone)


COMMUNICATION
CUSTOMER SEGMENTATION
DATA BASE
All members of TITLE X - Data Base should have the special rights and conditions for participation in TITLE X - VC.

CUSTOMER SEGMENTATION
Inside the TITLE X - VC certain members behavior should be monitored and qualified by the TITLE X - VC Center, as a
qualifying tool for creation of certain customer segments inside Data Base.

Qualifying parameters should be created together with PM Marketing Department.

During Project Development it can shows that certain segments in DB have different needs then in other segments of
DB, which gives an opportunity to TITLE X - VC Center to feed particular segments with exact solutions in accordance
with particular customer segment needs, on one side, and/or to develop the most motivated (or the most profitable)
segments inside the DB.

CUSTOMER EXPERIENCE AND BEHAVIOR AS A TOOL FOR TITLE X - VC DEVELOPMENT
Customer experience and behavior, and customer segmentation as a qualified result, provides an optimum platform to
invest in the most profitable and the most loyal clients. The most important customer trends to be followed are:
retention, customer satisfaction, acquisition and penetration. The best customer segments in DB should have more
privilege options because they provide customer advocacy, more profitability and longer term stable loyalty to ABCD
brand and TITLE X - VC as well


MOBILE PHONE SOLUTION PROPOSAL
Brand: ABCD


e.g.

MOBILE
SOLUTION NO.1 *777#
USSD CODE
FOR TITLE X - VC


USSD CODE:
SERVICE DESCRIPTION

1 2

Hello
*777#
Petar!

USSD CODE:
SERVICE DESCRIPTION
Clubbing Content Feed: Authorized XY Clubs

Concerts Content Feed: Authorized by XY
3.1.
TITLE X - MENI: 1. Entertainment
Theatre Content Feed: Authorized by XY
1. Entertainment Menu Bar
2. Sport
3. Live Chat Events Content Feed: Authorized by XY
4. Travel
5. Jobs Cinema Content Feed: Authorized by XY
6. Education
7. Shopping Private Parties Content Feed: Authorized by
8. Download TITLE X - VC member
9. TITLE X % discount
10. Lucky Number
After pressing certain content title on menu bar, community member gets
SMS with the up-to-date news related to the content.

When VC member press any of the titles on the menu bar,
he/she gets SMS with the up-to-date news from Belgrade (Niš, Novi Sad) , or/and home town events.
Community member can make selection from which cities wants to get SMS alerts,
and for which type of contents.

USSD CODE:
SERVICE DESCRIPTION

3.2.
News Content Feed: Authorized by XY
TITLE X - MENI:
1. Entertainment
Events Content Feed: Authorized by XY
2. Sport
3. Live Chat 2. Sport
4. Travel Ticket Reservation Content Feed: Authorized by XY
Menu Bar Service
5. Jobs
6. Education
7. Shopping
8. Download
9. TITLE X % discount
10. Lucky Number

SMS content can contain the link to the wap portal, web portal, or particular
content request (video, picture, ticket reservation code etc.)

USSD CODE:
SERVICE DESCRIPTION

3.3.
TITLE X - MENI: Hello Marko, I am
1. Entertainment traveling from
2. Sport Kragujevac to
3. Live Chat Belgrade.
4. Travel 3. Live Chat
Shall I see you tonight?
5. Jobs
6. Education
7. Shopping Of course. Shall I meet
8. Download you at bus station?
9. TITLE X % - discount
10. Lucky Number

USSD CODE:
SERVICE DESCRIPTION

3.4. Bus Tickets
TITLE X - MENI: Reservation/Serbia
1. Entertainment
International
2. Sport 4. Travel
Travels/Best Offers
3. Live Chat
4. Travel
5. Jobs
6. Education
7. Shopping
8. Download
9. TITLE X - % discount
10. Lucky Number

SMS content can contain the link to the wap portal, web portal,
or particular content request (video, picture, ticket reservation code etc.)

USSD CODE:
SERVICE DESCRIPTION

3.5.
Belgrade
TITLE X - MENI:
1. Entertainment
5. Job Home town
2. Sport
3. Live Chat opportunities
Other Cities
4. Travel
5. Jobs
6. Education
7. Shopping
8. Download
10. Lucky Number


USSD CODE:
SERVICE DESCRIPTION

3.6. Serbia
TITLE X - MENI: University News
1. Entertainment 6. Education & News
Other
2. Sport Menu Bar
3. Live Chat
International
4. Travel
5. Jobs
6. Education & News
7. Shopping
8. Download
10. Lucky Number


USSD CODE:
SERVICE DESCRIPTION

3.7. Belgrade
TITLE X - MENI: The best offers
1. Entertainment Home town
2. Sport The best offers
7. Shopping
3. Live Chat
4. Travel
5. Jobs
6. Education
7. Shopping
8. Download
10. Lucky Number


USSD CODE:
SERVICE DESCRIPTION

3.8.
Music
TITLE X - MENI:
1. Entertainment
Photo
2. Sport
8. Download
3. Live Chat
Video
4. Travel
5. Jobs
Art
6. Education
7. Shopping
8. Download
10. Lucky Number

or particular content request (music, video, picture, ticket reservation code etc.)

USSD CODE:
SERVICE DESCRIPTION

3.9.
Belgrade
TITLE X - MENI:
1. Entertainment
9. TITLE X - % Home Town
2. Sport
3. Live Chat Menu Bar
4. Travel e.g.: Content Supplier:
5. Jobs Famous shopping center (Mercator, Delta City etc. ):
6. Education home town or/and Belgrade, Niš, Novi Sad
7. Shopping
8. Download TITLE X - % : Up-to-date news about buying special (signiﬁcant)
9. TITLE X - % discount discount option
10. Lucky Number


USSD CODE:
SERVICE DESCRIPTION

3.10.
TITLE X - MENI:
Press your lucky number:
1. Entertainment
2. Sport
3. Live Chat
4. Travel 9. Lucky Number 7
5. Jobs
6. Education
7. Shopping Congratulations you
8. Download won...
10. Lucky Number

USSD CODE:
FOR MEMBERS ONLY
✤ The most common and easy-to-use service for all customers and all
models of mobile devices

✤ USSD CODE Communication easy-access for community members to
the TITLE X - VC Menu Bar

✤ Possibility of personal customizing of Menu Bar

✤ Possibility of personal request of content feed by receiving SMS

✤ SMS extensions links and information about other channels
community communication

WAP PORTAL:
SERVICE DESCRIPTION

Home Page Interface can be
m.title.rs Hi Petar! personally customized,
according to the member interests.
Date
LOGO
Leading Content on the Wap Portal Home Page
Entertainment I Sport I Live Chat I Travel I Jobs
could contain those subjects which are selected by a
I Education I Shopping I Download I ABCD % I
Lucky Number I member.
E.g. Entertainment
Entertainment
Belgrade. Concert Announcement. All member can use both platforms depending on
For members tickets reservation option.
their interest or device ability: USSD code, or Wap Portal.
Discount option.
Also, SMS received from USSD can contain message about
Home Town. Concert Announcement. link for Wap Portal,
For members tickets reservation option. and vise versa.
Discount option.

Home Town. Concert Announcement.
For members tickets reservation option.
Discount option.
THE WORLD NEWS E.G. : COCA -COLA , THE YARD
www.thecoca-colacompany.com/presscenter/nr_20070606_sprite_yard.html

SPECIAL 1. EVENT SOLUTIONS

MOBILE 2.. MOBILE CALL/SMS
SOLUTIONS

SOLUTIONS 3. PAYMENT SOLUTIONS

EVENT/ CLUBBING/ DM SOLUTIONS
1. EVENT ENTRANCE IDENTIFICATION
2. EVENTS-BLUETOOTH CONTENT ACCESS INVITATION
3. CUSTOMER EXPERIENCE TRACKING SURPRISE
4. CLUB ENTRANCE GREETING & RESERVATION
5. CELEBRITY GREETING

MOBILE: CALL / SMS SOLUTIONS
1. FREE/OR DISCOUNT OPTION CALL (3G only)
2. ALTERNATE VIRTUAL NUMBER
3. LIGHT SMS

PAYMENT SOLUTIONS
1. TOPMeUP OPTION
2. CALL-ME REQUEST

SPECIAL: EVENT/CLUBBING/DM
MOBILE SOLUTIONS
1. EVENT ENTRANCE IDENTIFICATION
DB send invitation to the member containing either bar code, or image which is not transferable. In the entrance to the
Event member shows mobile to the contact-less device and member is recognized and free to enter. Immediately gets
the welcome personal note.

2. EVENT BLUE TOOTH CONTENT ACCESS INVITATION
At the Event members can receive blue tooth invitation for access to get certain wireless content related to the event
and brand.

3. CUSTOMER EXPERIENCE TRACKING SURPRISE
Members can receive periodically by SMS questions about their favorite entertainment, culture, celebrity or other
preferred content. (E.g. Which is your favorite music group). If DB shows that there are certain events which are
favorite for the certain number of community members, they can be invited to be special guests for free, or to be
organized private party just for the club members.

4. CLUBS RESERVATION & ENTRANCE GREETING
Certain clubs authorized by PM, can provide reservation option for the Title VC members, and SMS welcome
greetings at the entrance. Greeting can be shown at the Video or TV at the authorized Club. Also, same clubs can
provide discount option for the members, or other privileges.

5. CUSTOMER EXPERIENCE TRACKING - CELEBRITY GREETING
Members can receive periodically by SMS questions about their favorite celebrity person. If DB shows that certain
number of community members are interesting in the certain celebrity person, it can be organized that they receive
birthday or some other special occasion greetings from particular celebrity which can be video, or voice, or both. This
message could be available to the member on mobile, or internet - community web - wap portal.

SPECIAL: MOBILE CALL/SMS
MOBILE SOLUTIONS
1. FREE/DISCOUNT CALL OPTION FOR THE MEMBERS (3G VIDEO CALL ONLY)
Members, using 3G mobile devices, can choose an option to use video call for free/or reduced price if they accept to
see message from the TITLE -VC before they are connected. After they see message, they are connected and they are
communicating with the selected number/person.

2. ALTERNATE VIRTUAL NUMBER
Members can get an option to choose another virtual number (without additional sim card) using USSD gate to get it.
Changing USSD code, members can choose to call/receive calls to one or another number.

3. LIGHT SMS
Member can get certain USSD gate to do SMS communication under the reduced price.

SPECIAL: PAYMENT
MOBILE SOLUTIONS
1. TOPMeUP
TopMeUp service enables prepaid member to invite via USSD code, another prepaid or postpaid user to top up his
account. (Solution suitable for the ABCD TA description)

2. CALL ME
Call Me USSD application by initiating a simple USSD request enables end user to ask another user that receives SMS to
call him if he wants (e.g. member out of credit and unable to make a call). (Solution suitable for the ABCD TA
description).

WEB SOLUTION PROPOSAL
Brand: ABCD


WEB PORTAL:
SERVICE DESCRIPTION
title.rs LOGO Date

Hi Petar! Home Page Interface can be
personally customized,
HOME LOREM IMPSUM LOREM IMPSUM CONTACT according to the member interests.

Leading Content on the Web Portal Home
Entertainment, Social Networking, Travel: Local & Job Opportunities: Page could contain those subjects which are
Culture & Sport Local & International
Dating International selected by a member. E.g. Entertainment

All member can use both platforms
depending on their interest or device ability:
USSD code, Wap Portal or Web Portal.
Wireless
Information & Entertainment:
Shopping Saving Options
Education Download & Prize Games Also, SMS received from USSD can contain
message about link for Web Portal,
and vise versa.

WEB SOLUTIONS PROPOSAL
+
1. TITLE X - VC: MEMBERS BLOG OPTION
Blog solution opens a possibility for active members to have personal blog and write about certain subjects connected
to the values of the VC, and general phenomenon's they are interesting in. In the special events certain blogs can be
selected and awarded.

2. TITLE X - VC: MEMBERS FORUM OPTION
Forum is open discussion form for members. It’s a very effective tool to track members experience in TITLE X - VC,
and open source for understanding members impressions and needs.

3. TITLE X - VC: MEMBERS EXHIBITION
Web portal can reserve certain space where members can show the best art, or other creation they did (paint, photo,
music, message, animation etc.). This part can be contemporary awarded by relevant jury.

4. TITLE X - VC: VIDEO PORTAL
created Video Service Platform video portal is a website offering user created or professionally created video content.
throughout such operator-branded portals, members can easily select and view desired video content. User-generated
video includes original content created by users. Such video content can be uploaded vida video call (3G), web or wap.

5. TITLE X - VC: VIDEO BLOGGING
Lanus Video Service Platform video blog solution provides the link to commercial video portals thought end user’s 3G
mobile phones and by using end user’s DTMF keypad enables end user to watch, rate, create, review and share video
content with other users. Friends are immediately notiﬁed of new blogs by SMS.

CALL CENTRE SOLUTION PROPOSAL
Brand: ABCD


CALL CENTRE SOLUTIONS
PROPOSAL
1. RECEIVING CALL FROM MEMBER - AUTOMATIC IDENTIFICATION INTERFACE IN CALL CENTRE
When member is calling, operator automatically gets interface on the monitor with the basic information about the
member: name, age, last activity. So after getting connect, operator in the call center can have personal approach: “Hi
Petar, how are you today?”

2. AUTOMATIC ALERT FOR THE OPERATORS FOR CERTAIN OCCASIONS
All important information about members (call for birthday, or invitation for the event etc.) should have automatic
alert in call centre for operators to call, or/and send the E - mails, SMS or MMS to the members.

3. FRIENDLY AND PERSONAL COMMUNICATION WITH THE MEMBERS
All operators should pass a training in order to learn how to communicate relaxed, friendly and supportive with the
all member of TITLE X - VC. It’s also very important in order to get full emotional satisfaction of members, and long
term stable and positive relations.

4. MEMBERS OPEN REQUESTS, IDEAS AND PROPOSALS
Members are invited to give ideas and proposals directly to the Call Centre: by call, e-mail or SMS. Members ideas
should be recorded and monitored by Account Executive, and used as a base for future solution development within
society.

FUTURE IDEAS
Brand: ABCD


FUTURE IDEAS
1. CONTACT-LESS IDENTIFICATION AND PAYMENT CARD
Lanus is preparing contact-less payment card, which can be ﬁlled with the certain amount of money on the certain
retail outlets. This card can be used for payment at the retail outlet, or for e-commerce. At the same time, contact-less
card can be used as an members identiﬁcation card for certain occasions.

2. M-PAYMENT / E-PAYMENT
Lanus M-Payment, E- PAYMENT solution uses and user’s mobile phone, that acts like credit or debit card, to pay for
various services and goods (e.g. by sending vending machine code through USSD, pay for your favorite drink selected
on USSD interactive menu).

3. LOYALTY PROGRAM
To create multilevel loyalty program and award certain members behavior. Loyalty program should be based on
customer experience research, and maintained on continuous customer experience monitoring as a development base.
Partnership network could be created (retail outlets, commercial web sites) where members only can buy goods for
either privileged price, or by creating personal fond (certain amount of money paid members is saving by buying
goods or service from authorized partner). (www.upromise.com - loyalty program for college savings)

4. TITLE X - VC / SOCIAL RESPONSIBILITY
TITLE X - VC can propose or recommend themselves for the certain society awards:
The best student Award
The best human act Award
The most creative act Award
The best future idea Award
Etc.

Everything is possible

Contact:
Aleksandra Kostadinović, Customer Experience Advisor
M: +381 65 672 7197
mirotara@gmail.com

Virtual Society

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