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Orange’s position on Cell-Broadcast

Orange’s position on Cell-Broadcast. Great Opportunities. Communication “One to Many” New perspective for direct marketing Economy of radio resources vs SMS point to point Huge variety of services Real time Localised on chosen area Non intrusive. Outstanding questions.

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Orange’s position on Cell-Broadcast

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  1. Orange’s position on Cell-Broadcast OrangeFrance - C. Dumetz - 1

  2. Great Opportunities • Communication “One to Many” • New perspective for direct marketing • Economy of radio resources vs SMS point to point • Huge variety of services • Real time • Localised on chosen area • Non intrusive OrangeFrance - C. Dumetz - 2

  3. Outstanding questions • How to urge people to configure their handsets? And how to make it easy? • How to position CB in order not to disturb users with another new technology? • Business Models need to be fine tuned OrangeFrance - C. Dumetz - 3

  4. Léo&Co Service • Target: mass market, young customers (sensitive to new technologies) • Goal: • to test users’ reactions and get statistics • to consolidate our hypothesis • “Good tips” suiting young customers’ interests namely: • leisure • culture • sport • etc. • 10 up to 12 messages a day OrangeFrance - C. Dumetz - 4

  5. Léo&Léa • Channel led by 2 characters: Leo and Lea • Leo is specialized in info concerning: • sport • leisure (bars, etc.) • Lea is specialized in info concerning: • exhibition • concert • parties • cinema • info people OrangeFrance - C. Dumetz - 5

  6. 4 different categories • What’s up? • Weather • Horoscope • Headlines • Moving • WE • Activities and sport • Going out • Bars • Clubbing • Before and after • Trendy • Music • Cinema • Event OrangeFrance - C. Dumetz - 6

  7. 2nd Experimentation • Target: restricted population • Goal: to test STK applications  technical experimentation • Principle: info on stock exchange • Main problem: what about our existing handsets? OrangeFrance - C. Dumetz - 7

  8. Our positioningstill in progress OrangeFrance - C. Dumetz - 8

  9. Orange’s position in CB Forum • Need to work with operators to: • exchange feedback on experimentation • Need to work with service providers to: • develop the CB market • Need to work with constructors to: • improve the technology and underlying standards • Need to work with handset constructor to: • promote simple and easy-to-use solution OrangeFrance - C. Dumetz - 9

  10. Question? OrangeFrance - C. Dumetz - 10

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