Shifting the dial from channel to partner marketing to make the most of retailer & operator relationships

1. From channel
to partner
marketing
Confidential © iris 2011

2. Confidential © iris 2011
defining the challenge
the iris way
Putting the theory into practice
wrap

3. it’s a complicated world
out there
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4. and an increasingly competitive
and commoditised marketplace
(some of) the contenders
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5. Handset eclipse
consumer Phone Network
(hero) (hidden)
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6. So let’s not fall at the final
hurdle
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7. Business context
Partner marketing is the key discipline
to drive conversion
• Multiple buying / influencing touchpoints
• Focused in & around the pop
We need to effect a step change in
behaviour:
• Re-energise relationships
• senior level contact
• upfront investment to drive sell-through
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8. Confidential © iris 2011
defining the challenge
the iris way
Putting the theory into practice
wrap

9. Channel marketing Partner marketing
Product driven content / experience driven
• Constant ranging cycle • Build brand and product
• Focused on sales • product benefits (not features)
Short term Longer term
• Tactical activity • powerful marketing programmes
• Templated creative • differentiate / make us famous
• standardised plan / formats • 360o activation
Meeting our customers’ terms Playing by our rules

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12. Confidential © iris 2012

13. How can we break the cycle?
Super-brand
Quality credentials
Innovation driver
Millions of
consumers
ecosystem
Value creation
Trade engagement
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14. Partnership marketing in 2012
Buy it
Demand it
/ Engineer it
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15. “The decision to
86% of Top Marketers partner with someone
Say Partnership else should be purely
collaborations are based on their ability
sacrosanct to deliver for you and
to Innovation for you to deliver for
them”
2011 “GE Global Innovation Barometer,” an independent Ron Kunitzky
survey of 1,000 business executives in 12 countries, “Partnership Marketing: How to Grow Your Business and
Transform Your Brand Through Smart Collaboration”
Progressiv Partnership
e
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16. What we bring What they bring
Super-brand
Quality credentials
Innovation driver Visibility
Consumers
Sony consumers Services
ecosystem Retail environments
Value creation
Trade engagement
Progressive Partnership:
growth agenda

17. Accelerator for
progressive partnership
Core Creative
platform
Hygiene factor
POS Staff Incentive
engageme
nt
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18. …and optimising our activity around the
right touchpoints
Source: Google Shopper Science
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19. …and optimising our activity around the
right touchpoints
Source: Google Shopper Science
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20. Confidential © iris 2011
defining the challenge
the iris way
Putting the theory into practice
wrap

21. 1. 2.
vision insight
Strategic Platform
1-3 plan path Shared
agenda
Progressive Partnership Field team
Brand effect trade Manuf.
events
Performanc Optimisatio
e n plan
Sell in
Behaviour Customer
effect
business Consumer
effect consumer Mkting
support
Websites/
websites
Call POS /
4. Confidential © iris 2011
Centres
Co-op ATL
demo
3.

22. ‘Partnership Strategy observation
dashboard’ Where they are
heading What we’ve noticed
Become best Network Phone build quality key to trust & service
‘business’ Improve Service Maintain differentiation from T-mobile
which Build customer trust and relevance ½ say they will leave (trust issues over price)
More for more value More considered purchase
‘brand’ Going the extra mile
Film core strength – O2 included cinema
grow value of key benefits in priority
Added value:
‘product / Need to increase tariff sign-up
Orange Wednesdays – huge retention driver
service’ Swappables – free subscription content
Simplify / enhance key vale adds e.g.
Magic numbers
swappables
Film to go
Maximisers key value focus 3 currently winning battle with best phones
‘audience’ and cheap tariffs
digital tribes (next maximisers)
Not seeing the full sum of added value
Sme increase relevance benefits
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23. Partnership opportunity ‘Partner marketing briefs’
Ultimate film festival
Accelerate your brand Secret cinema, Imaginative Wednesdays, film
makeover
Value additive Film to go for all (Android)
(new music monsters) SONY video unlimited – Spiderman
Customer service Better with… phone app
(reliability, reduce complaints) dedicated service team, phone tutorials, play, watch…
Differentiation Connected lives
(beyond smartphone) exclusive services, set up help, ‘pop-up’
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24. ‘Partnership Strategy observation
dashboard’ Where they are
heading What we’ve noticed
Driving supermobile (data)
Focus on NPS customer Competitive pressure on data (3)
‘business’ satisfaction NPS shifts based on ‘service’ / value
Commitment to csr excellence
Power to you Emotion – more playful, intelligent,
britishness
Increase emotional inroads
‘brand’
VIP – Huge rational trust
fashion, f1, festivals (big
rewards for few)
Most robust network
‘product / Niche innovation (make broader)
New store formats
service’
Sony Vita exclusive Network story – product service
proof points
Freebies (key PAYG acqui. Driver)
‘audience’ Strong sme / corporate Seen as a corporate beast by consumers
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25. Partnership opportunity ‘Partner marketing briefs’
Accelerate your brand Exclusively from Xperia
(emotional growth, passion points) sony artist, gaming, imagination made real
Value additive VIP stories
(amplify emotional VIP) VIP experiences brought to life by Sony xperia
CSR Imaginative support
(world of difference) Matched fund, giving, celebrate imaginative people
Differentiation Supermobile
(beyond smartphone) exclusive services, set up help, ‘smarter’ phones
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26. Confidential © iris 2011
defining the challenge
the iris way
Putting the theory into practice
wrap

27. Partner marketing journey
Progressive
partnerships
Partners’ terms
Shared ‘growth’
agenda
Product
launches
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28. the right hand man of your national
account and marketing managers
deep understanding of partners’
business
adding value through progressive
partnerships
Pin point focus on
conversion
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29. The next chapter…
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30. Thanks
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31. only 18% of people are actively looking
for a new mobile at any one time
18%
Source: PHD Handset Purchase Journey Quant Study – August 2011
R=2893 (UK)
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32. our opportunity is to develop long term
relationships to catch the remaining
82%
18%
Source: PHD Handset Purchase Journey Quant Study – August 2011
R=2893 (UK)
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33. influencing purchase inside and outside
of retail…
Mobile Handset Path To Purchase:
What’s Decided On What Each
Stage
Not
Considerin Considerin
Pathway: g g Researching Deciding Buying
Decision: 1. Network: 61% 63% 68% 68% 64%
(% that have decided) 2. Type of Contract: 68% 70% 76% 75% 65%
Not
3. Operating Software: 34% 53% 58% 64% 59%
decided
4. Handset (exc
52% 29% 46% 51% 57% Decided
Apple/Blackberry):
Source: PHD Handset Purchase Journey Quant Study – August 2011
R=2893 (UK)
Confidential © iris 2011