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CDMA Development Group WorldMode Branding CDG International Roaming Team 1 December 2005 Las Vegas

CDMA Development Group WorldMode Branding CDG International Roaming Team 1 December 2005 Las Vegas Bill Dahnke* bdahnke@cdg.org * On loan from Qualcomm to CDG. CDG Objectives. Promote multi-mode phones as a means for providing truly universal roaming

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CDMA Development Group WorldMode Branding CDG International Roaming Team 1 December 2005 Las Vegas

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  1. CDMA Development Group WorldMode Branding CDG International Roaming Team 1 December 2005 Las Vegas Bill Dahnke* bdahnke@cdg.org * On loan from Qualcomm to CDG

  2. CDG Objectives • Promote multi-mode phones as a means for providing truly universal roaming Neutralize “the GSM roaming advantage” Establish CDMA2000 operators as leaders in providing universal roaming services • Create a brand name that clearly communicates the product and its benefits • Establish consistent branding/name for multi-mode, multi-band phones and service Enhance effectiveness of communication Reduce confusion in product definition

  3. Completed Actions • Formed a team within the CDG Global Strategy Team (GST) • Developed naming and art concepts • Conducted opinion survey • Obtained trademark • Developed creative and usage guidelines • Developed positioning and benefits statement

  4. Next Steps • Encourage industry-wide adoption of the brand • Create market awareness of the brand • Encourage operators and vendors to adopt it • Promote to CDG Membership • Promote at CDG events • Promote on CDG website • Market to broad media: develop a pro-active media campaign

  5. Further Information • More information available at: • http://www.cdg.org/technology/roaming/worldmode.asp • Contact: • Ewa Gawora, CDG marketing director, egawora@cdg.org • Or • Bill Dahnke, CDG roaming director, bdahnke@cdg.org • Usage guidelines and messaging information are available from Ewa Gawora.

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