Présentation projet Orange (dans le cadre d'un cours de l'Edhec)

1. ORANGE PROJECT Design the new offer of Orange ADSL LiveBoxas an answer to competitors Valentin Meyer Tristan Nicolas Sophia Ould Ahmed Julien Peschard Audrey Presti WahidRazali 1

2. AGENDA Background : Industrydynamics and trends CompetitorAnalysis Target Segmentation Our Offer2011 Our Offer2012 Distribution Strategy Communication Plan 2

3. Background : Industry dynamics and trends The French market in 2010 : 21.4 M suscribers (ADSL & HD) FttH is growing +58.7% Vs 2009 Orange market share : 46.7 % Source : ARCEP 3

4. Background : Industrydynamics and trends Mature market In a verycompetitivecontext, Orange needs to improveitsstrategy in order to improveitsmarketshare Fierce competition Innovative communication Increasing heterogeneity of customers 4

6. CompetitorAnalysis : FreeboxRevolution What do theypromote? Unlimited calls to mobile Internet on TV Blu-Ray Disc Player Live-Playback Control Game station Blu-Ray Disc Player Unlimited calls to mobile Internet on TV 250 Gb home server DOUBLE PLAY: 29.99€/month Unlimited Internet - Unlimited calls to landlines (FR+ 150 countries) ON TV TRIPLE PLAY : 31.98€/month Unlimited Internet - Unlimited calls to landlines (FR+ 150 countries) HD TV Box includes: 40 Gb hard old generation game station, 16+ catch up TV services ON STREET TRIPLE PLAY : 37.97€/month Unlimited Internet - Unlimited calls (FR + 150 countries) HD TV Box includes: 250 Gb home server, BRD and DVD player, Game station, 16+ catch up TV services 6

7. CompetitorAnalysis : Neuf Box Evolution What do theypromote? TV Interface VOD Live-Playback Control TV InterfaceVOD TRIPLE PLAY : 31.90€/month Unlimited Internet - Unlimited calls to landlines (FR + 100 countries) + TV ON TV TRIPLE PLAY : 37.90€/month Unlimited Internet - Unlimited calls (FR+ landlines 100 countries) HD TV Box includes: 40 Gb hard drive, game station, 3D TV interface, memory card reader ON STREET + PAPERS 7

8. CompetitorAnalysis : Bouygues Télécom Bbox What do theypromote? TV Internet High Speed Calls for Mobile INTERNET ONLY: 21.90€/month Unlimited Internet TRIPLE PLAY : 31.90€/month Unlimited Internet - Unlimited calls to landlines (FR+ 100 countries) HD TV Box includes: 40 Gb hard drive, catch up TV services, Interactive services on TV TRIPLE PLAY WITH CELL PHONE FLATRATES: 34.90€/month Unlimited Internet - Unlimited calls to landlines (FR + 100 countries + French cell phones) + HD TV Box includes: 40 Gb hard drive, catch up TV services, Interactive services on TV 8

10. Target Segmentation The 2010 Internet user Age 25-59 (61% of the users) Students (21%) Situation Couples and families Education BEPC (31%) Bac or > (47%) Revenues Between 1500 and 3100€ (45%) Customer Churn Reasons Understand the reasons of churn to counterbalanceit 39% 40% Objective: keep the 40% of Orange customers that may be tempted to churn for a competitor’s offer. 14% Competition offer Source : Orange brief 10

11. Target Segmentation Our target : Current Orange users and New customers A Tricky balance between keeping the current customers - Orange’s priority - and attracting new ones Current Orange users Profiles Mme Michu Age: 35 – 60 Simplicity Need to be cherished Orange Perception: A leader brand you can trust The customers we want to attract Mister Hype Age: 20 – 30 New technologies Look for innovations Orange Perception: Not the first mover when it comes to innovation and a brand that is quite expensive 40% 11

12. Target segmentation: Consumers’ insights +11,33 € Ranking for the respondents: After Sales Service Price Installation / Facilities Offer Rankingfor the Orange Customersonly: Price After Sales Services Installation /Facilities Offer Sources: 12

13. Target segmentation: Consumers’ insights Key words ProfessionnalService ReliableExpensivePerformance Security Simple Confidence Slow to adaptProximityperformanceQuality QualityseriousSecurity ReliableHistorical Expensivefollower Leader SAV to beimprovedPremium ageing Among Orange Customers Amongcompetitor’sCustomers Sources: 13

14. AGENDA Background : Industrydynamics and trends CompetitorAnalysis Target Segmentation Our Offer 2011 Our Offer2012 Distribution Strategy Communication Plan 14

17. Explicit VAT included prices

18. Service and quality at an affordable price (but not discount)

19. 6 core offers for each need

21. Special « Students and Unemployed » reductions

22. Economies of scales : the more youget the lessyoupay15

23. Our Offer 2011 : PLANS TRIPLE PLAY PREMIUM: 37.99€/month UNLIMITED HIGH-SPEED - UNLIMITED PHONE PREMIUM – TV SPECIAL STUDENTS & UNEMPLOYED 2.99€/month discount Spread deposit (3x) TRIPLE PLAY: 31.99€/month UNLIMITED HIGH-SPEED + UNLIMITED PHONE + TV UNLIMITED PHONE: 15.99€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries TV: 26.99€/month Unlimited High-Speed Internet – 40 channels – Service Replay – VOD (5 movies or 15 serie episodes for free) UNLIMITED PHONE PREMIUM: 23.99€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries + Unlimited to mobiles + 20 countries UNLIMITED HIGH-SPEED INTERNET: 9.99€/month Livebox– Antivirus – Parental Control – After-Sales Services 16

24. Our Offer 2011 : OPTIONS UNLIMITED CALLS TO LANDLINES & MOBILES Unlimited calls to 1 more country not listed in the 150 destinations : INDIA, CHINA, ISRAEL, MAROCCO, ALGERIA, TUNISIA 4.99€/month UNLIMITED ORANGE MUSIC PREMIUM Unlimited online and offline (pc, mobile, tablet) access to 11 million titles 4.99€/month UNLIMITED VOD / TV SHOWS AND MOVIES High Definition 48h unlimited rental of movies and TV shows (multi) 9.99€/month 17

26. Our Offer 2012 : PLANS TRIPLE PLAY PREMIUM: 37.99€/month UNLIMITED HIGH-SPEED - UNLIMITED PHONE PREMIUM – TV – Video Calls on TV SPECIAL STUDENTS & UNEMPLOYED 2.99€/month discount Spread deposit (3x) TRIPLE PLAY: 31.99€/month UNLIMITED HIGH-SPEED + UNLIMITED PHONE + TV UNLIMITED PHONE PREMIUM: 23.99€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries + Unlimited to mobiles + 20 countries UNLIMITED PHONE: 15.99€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries TV: 26.99€/month Unlimited High-Speed Internet - New LivePlay– 40 channels – Service Replay – VOD (5 movies or 15 serie episodes for free)– Orange Gamestore(3 games for free) UNLIMITED HIGH-SPEED INTERNET: 9.99€/month Livebox– Antivirus – Parental Control – After-Sales Services 19

28. Based on current time

29. Based on kind

30. Quicklybrowseyour favorite shows !20

32. Push notifications to share on social networks

33. Check-in integration

34. Gettogetherwithyourfriendsanytime! 21

36. Auto PiP

37. Never miss your favorite program!22

39. Customizedhashtagselection

40. Participate to the buzz on the web !23

42. Xbox and Playstation 3 Game Controller Compatible

43. 3D games24

45. FacetimeCompliant

46. 3G Calls Compliant

47. From Orange-to-Orange

48. You willbe able to seeyourlovedonesanytime!Slide out of box to activate 25

50. Long press Home button: main menu

51. Swipeleft and right to switch up and down channels

52. Channel PreviewAND… INTEGRATED FULL-AZERTY KEYBOARD Slide –out and get to the Internet Menu Screen Browse the web in full size ! 26

53. The New LiveBox Concept LivEye Blu-Ray Disc Storage Media Center LiveBox LivePlay LiveCommand TV over IP Gaming VoIP calls Internet Access 27

54. AGENDA Background : Industrydynamics and trends CompetitorAnalysis Target Segmentation Our Offer H1 Our Offer H2 Distribution Strategy Communication Plan 28

55. Distribution Strategy Our objective is to keep the current distribution through Retail Store as it is a strength for Orange The new concept store: special focus on services and advice as well as demonstration in a designed environment We recommend Orange to increase the number of this type of store in cities with a critical number of people (100 000) 29

58. Create a specific account on Twitter for the Livebox31

59. Communication Plan Targets Mme Michu (Mrs Mainstream) / CSP+ [Current CORE customers] Young actives Future CSP+ and Mainstream [Opportunity of Growth] Strategy The best services are at Orange Personnalized Security Diversified Assistance Simplicity Messages Des services adaptés Une offre pour chacun Pour eux. Pour vous. Les meilleurs services Des services pour chacun Des services pour chacun. Pour eux. Pour vous. Orange. 32

60. Creative concepts 2011 Mainstream AD storyboard (seeappendix for completedetail) Des services personnalisés. Pour eux. Pour vous. Orange PLAY 2012 CONCEPT AD -click here- 33

61. THANK YOU 34

62. APPENDIX 35

63. Creative concepts 1. A young guy is speaking to his mother using his cell phone, he is in his own flat and seems happy. Emotion to share : solidarity, proximityTransition to 3. using 2. : a photo frame is on a furniture in the flat, zoom in until full screen then slow fade into 2.3. The mother of the guy is speaking with him at phone and walk in her house. Emotion to share : happiness, familyTransition to 5. using 4. : camera follows the moves of the mother until we seen the couch. 5. On the couch, two children are sit and watch TV. They laugh.Emotion to share : happiness, youngness, carefree attitudeTransition to 7. using 6. : camera continues its move until we see the stairs. It climbs the stairs and enter the room of 7.7. Grand parents are using a computer. There are speaking while surfing on the web and debatting about the content they see (weather forecasts).Emotion to share : simplicity, sympathyTransition to 9. using 8. : camera zoom in to show use the desktop, then zoom into the photo frame showing their two younger grandchildren on the couch.9. The two children are still watching TV, but this time we see them from TV POV. They laughs and are joined by their brother (the guy from 1.), their mother (from 3.) and their grandparents (from 7.).To finish, we see the Orange Logo, the packshot and the slogan: “Des services personnalisés. Pour eux. Pour vous. Orange” Communication Plan – Orange Live Box Project 36

64. FULL PRESENTATION BACK UP 37

65. ORANGE PROJECT Design the new offer of Orange ADSL LiveBoxas an answer to competitors Valentin Meyer Tristan Nicolas Sophia Ould Ahmed Julien Peschard Audrey Presti WahidRazali 38

66. AGENDA Background : Industrydynamics and trends CompetitorAnalysis Target Segmentation Our Offer2011 Our Offer2012 Distribution Strategy Communication Plan Industrydynamics and trends – Orange Live Box Project 39

67. Background : Industry dynamics and trends The French Market at the end of 2010 21,4 Million subscribers - ADSL or HD – of the Internet FttH is getting more and more importance (+58,7 compared to December 2009) Orange Market Share in 2010 : 46,7 % - ADSL Source : ARCEP Industrydynamics and trends – Orange Live Box Project 40

69. Competitionisreallyfierce

70. There are a lot of innovations in communication

71. The profile of the customersis more and more heterogeneousBut Orange may still gain Market Share by improving its strategy Industrydynamics and trends – Orange Live Box Project 41

73. CompetitorAnalysis : FreeboxRevolution What do theypromote? On TV: Unlimited calls to mobile Internet on TV Blu-Ray Disc Player Live-Playback Control On street: Game station Blu-Ray Disc Player Unlimited calls to mobile Internet on TV 250 Gb home server DOUBLE PLAY: 29.99€/month Unlimited High-Speed Internet - Unlimited calls to landlines France+ 150 countries TRIPLE PLAY : 31.98€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries + HD TV Box includes: 40 Gb hard drive for time shifting and recording, old generation game station, 16+ catch up TV services TRIPLE PLAY : 37.97€/month Unlimited High-Speed Internet - Unlimited calls to landlines and cell phones France + landlines 150 countries + HD TV Box includes: 250 Gb home server, BRD and DVD player, Game station, 16+ catch up TV services CompetitorAnalysis– Orange Live Box Project 43

74. CompetitorAnalysis : Neuf Box Evolution What do theypromote? On TV: TV Interface VOD Live-Playback Control On street and papers: TV InterfaceVOD TRIPLE PLAY : 31.90€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 100 countries + TV TRIPLE PLAY : 37.90€/month Unlimited High-Speed Internet - Unlimited calls to landlines and cell phones France + landlines 100 countries + HD TV Box includes: 40 Gb hard drive for time shifting and recording, game station, 3D TV interface, memory card reader CompetitorAnalysis– Orange Live Box Project 44

75. CompetitorAnalysis : Bouygues Télécom Bbox What do theypromote? TV Internet High Speed Calls for Mobile INTERNET ONLY: 21.90€/month Unlimited High-Speed Internet TRIPLE PLAY : 31.90€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 100 countries + HD TV Box includes: 40 Gb hard drive, catch up TV services, Interactive services on TV TRIPLE PLAY WITH CELL PHONE FLATRATES: 34.90€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 100 countries + to French cell phones + HD TV Box includes: 40 Gb hard drive, catch up TV services, Interactive services on TV CompetitorAnalysis– Orange Live Box Project 45

77. Target Segmentation Profile of the 2010 Internet User Age 25 – 59 (61% of the Internautes) Couples or families Degree : BEPC (31% ) and Bac or higher degree (47%) Students represent 21% of the Internet Users Revenues are between 1500 and 3100 € for 45% Customer Churn Reasons We had to understand the reasons of churn in order to counterbalance this trend. The strategy will be to keep the 40% of Orange customers that may be tempted to churn for a competitor’s offer. 39% 40% Competition offer 14% Source : Orange brief Target Segmentation – Orange Live Box Project 47

78. Target Segmentation Our target : Current Orange users and New customers A Tricky balance between keeping the current customers - Orange’s priority - and attracting new ones Current Orange users Profiles Mme Michu Age: 35 – 60 Simplicity Need to be cherished Orange Perception: A leader brand you can trust The customers we want to attract Mister Hype Age: 20 – 30 New technologies Look for innovations Orange Perception: Not the first mover when it comes to innovation and a brand that is quite expensive 40% Target Segmentation – Orange Live Box Project 48

79. Target segmentation: Consumers’ insights +11,33 € The respondentrankedcriteriaaccording to their importance: After Sales Service Price Installation / Facilities Offer But paradoxically the ranking for the Orange Customersonlyis Price After Sales Services Installation /Facilities Offer Sources: Partie I – Sous partie A – Orange Live Box Project 49

80. Target segmentation: Consumers’ insights Key words ProfessionnalService ReliableExpensivePerformance Security Simple Confidence Slow to adaptProximityperformanceQuality QualityseriousSecurity ReliableHistorical Expensivefollower Leader SAV to beimprovedPremium ageing Among Orange Customers Amongcompetitor’sCustomers Sources: Partie I – Sous partie A – Orange Live Box Project 50

81. AGENDA Background : Industrydynamics and trends CompetitorAnalysis Target Segmentation Our Offer 2011 Our Offer2012 Distribution Strategy Communication Plan 51

82. Our Offer2011 : RELEVANT DATA COLLECTION WHAT THEY THINK . Orange connectionis performant (rated 3,61 and 3,72 on quality and speed ; reliable one of the 5 mostusedterms to describe Orange) Orange offers are expansive (mostusedterm to describe Orange and quanti showedthat Orange customersspend the mosteachmonth) WHAT THEY DO NOT LIKE .The price and the offers(currentpricesrated 2,89/5) Betterafter sales service (rated 3,08/5) Complicated interfaces WHAT THEY EXPECT .More choiceamong free-TV, VOD and Catch-up TV services Innovation http://www.youtube.com/watch?v=muDmTQy5gi0 Offer 2011 – Orange Live Box Project 52

84. Explicit VAT includedprices

85. Service and qualityat an affordableprice (but not discount)

86. 6 coreoffers for eachneed

88. Special « Students and Unemployed » reductions

89. Economies of scales : the more youget the lessyoupayOffer 2011 – Orange Live Box Project 53

90. Our Offer 2011 : PLANS TRIPLE PLAY PREMIUM: 37.99€/month UNLIMITED HIGH-SPEED - UNLIMITED PHONE PREMIUM – TV SPECIAL STUDENTS & UNEMPLOYED 2.99€/month discount Spread deposit (3x) TRIPLE PLAY: 31.99€/month UNLIMITED HIGH-SPEED + UNLIMITED PHONE + TV UNLIMITED PHONE: 15.99€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries TV: 26.99€/month Unlimited High-Speed Internet – 40 channels – Service Replay – VOD (5 movies or 15 serie episodes for free) UNLIMITED PHONE PREMIUM: 23.99€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries + Unlimited to mobiles + 20 countries UNLIMITED HIGH-SPEED INTERNET: 9.99€/month Livebox– Antivirus – Parental Control – After-Sales Services Offer 2011 – Orange Live Box Project 54

91. Our Offer 2011 : OPTIONS UNLIMITED CALLS TO LANDLINES & MOBILES Unlimited calls to 1 more country not listed in the 150 destinations : INDIA, CHINA, ISRAEL, MAROCCO, ALGERIA, TUNISIA 4.99€/month UNLIMITED ORANGE MUSIC PREMIUM Unlimited online and offline (pc, mobile, tablet) access to 11 million titles 4.99€/month UNLIMITED VOD / TV SHOWS AND MOVIES High Definition 48h unlimited rental of movies and TV shows (multi) 9.99€/month Offer 2011 – Orange Live Box Project 55

92. AGENDA Background : Industrydynamics and trends CompetitorAnalysis Target Segmentation Our Offer2011 Our Offer2012 Distribution Strategy Communication Plan Offer 2011 – Orange Live Box Project 56

93. Our Offer 2012 : PLANS TRIPLE PLAY PREMIUM: 37.99€/month UNLIMITED HIGH-SPEED - UNLIMITED PHONE PREMIUM – TV – Video Calls on TV SPECIAL STUDENTS & UNEMPLOYED 2.99€/month discount Spread deposit (3x) TRIPLE PLAY: 31.99€/month UNLIMITED HIGH-SPEED + UNLIMITED PHONE + TV UNLIMITED PHONE PREMIUM: 23.99€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries + Unlimited to mobiles + 20 countries UNLIMITED PHONE: 15.99€/month Unlimited High-Speed Internet - Unlimited calls to landlines France + 150 countries TV: 26.99€/month Unlimited High-Speed Internet - New LivePlay– 40 channels – Service Replay – VOD (5 movies or 15 serie episodes for free)– Orange Gamestore(3 games for free) UNLIMITED HIGH-SPEED INTERNET: 9.99€/month Livebox– Antivirus – Parental Control – After-Sales Services Offer 2012 – Orange Live Box Project 57

94. The New LiveBox Concept LivEye Blu-Ray Disc Storage Media Center LiveBox LivePlay LiveCommand TV over IP Gaming VoIP calls Internet Access Offer 2012 – Orange Live Box Project 58

96. Based on current time

97. Based on kind

98. Quicklybrowseyour favorite shows !Offer 2012 – Orange Live Box Project 59

100. Push notifications to share on social networks

101. Check-in integration

102. Gettogetherwithyourfriendsanytime! Offer 2012 – Orange Live Box Project 60

104. Auto PiP

105. Never miss your favorite program!Offer 2012 – Orange Live Box Project 61

107. Customizedhashtagselection

108. Participate to the buzz on the web !Offer 2012 – Orange Live Box Project 62

110. Xbox and Playstation 3 Game Controller Compatible

111. 3D gamesOffer 2012 – Orange Live Box Project 63

113. FacetimeCompliant

114. 3G Calls Compliant

115. From Orange-to-Orange

116. You willbe able to seeyourlovedonesanytime!Slide out of box to activate Offer 2012 – Orange Live Box Project 64

118. Long press Home button: main menu

119. Swipeleft and right to switch up and down channels

120. Channel PreviewAND… INTEGRATED FULL-AZERTY KEYBOARD Slide –out and get to the Internet Menu Screen Browse the web in full size ! Offer 2012 – Orange Live Box Project 65

122. Distribution Strategy Our objective is to keep the current distribution through Retail Store as it is a strength for Orange People are likely to consider that Retail Store provides better services (Insights from Street interviews) versus online distribution The new concept store in Lille was widely appreciated because there is a special focus on services and advice as well as demonstration in a designed environment. We recommend Orange to increase the number of this type of store in cities with a critical number of people (100 000) Distribution Strategy – Orange Live Box Project 67

124. Communication Plan Targets Mme Michu (Mrs Mainstream) / CSP+ [Current CORE customers] Young actives Future CSP+ and Mainstream [Opportunity of Growth] Strategy The best services are at Orange Personnalized Security Diversified Assistance Simplicity Messages Des services adaptés Une offre pour chacun Pour eux. Pour vous. Les meilleurs services Des services pour chacun Des services pour chacun. Pour eux. Pour vous. Orange. Communication Plan – Orange Live Box Project 69

125. Creative concepts 2011 Mainstream AD storyboard (seeappendix for completedetail) Des services personnalisés. Pour eux. Pour vous. Orange PLAY 2012 CONCEPT AD -click here- Communication Plan – Orange Live Box Project 70

127. Create a specific account on Twitter for the Livebox

128. On both channels, offer exclusive information and content Communication Plan – Orange Live Box Project 71

129. THANK YOU 72

130. APPENDIX 73

131. Creative concepts 1. A young guy is speaking to his mother using his cell phone, he is in his own flat and seems happy. Emotion to share : solidarity, proximityTransition to 3. using 2. : a photo frame is on a furniture in the flat, zoom in until full screen then slow fade into 2.3. The mother of the guy is speaking with him at phone and walk in her house. Emotion to share : happiness, familyTransition to 5. using 4. : camera follows the moves of the mother until we seen the couch. 5. On the couch, two children are sit and watch TV. They laugh.Emotion to share : happiness, youngness, carefree attitudeTransition to 7. using 6. : camera continues its move until we see the stairs. It climbs the stairs and enter the room of 7.7. Grand parents are using a computer. There are speaking while surfing on the web and debatting about the content they see (weather forecasts).Emotion to share : simplicity, sympathyTransition to 9. using 8. : camera zoom in to show use the desktop, then zoom into the photo frame showing their two younger grandchildren on the couch.9. The two children are still watching TV, but this time we see them from TV POV. They laughs and are joined by their brother (the guy from 1.), their mother (from 3.) and their grandparents (from 7.).To finish, we see the Orange Logo, the packshot and the slogan: “Des services personnalisés. Pour eux. Pour vous. Orange” Communication Plan – Orange Live Box Project 74

Présentation projet Orange (dans le cadre d'un cours de l'Edhec)

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