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Orange's Cell Broadcast Strategy for Direct Marketing Success

Explore Orange's innovative approach to cell broadcasting for targeted direct marketing, leveraging real-time updates, local services, and non-intrusive communication. Learn about challenges, Leo&Co and Leo&Lea services, categories, and future positioning.

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Orange's Cell Broadcast Strategy for Direct Marketing Success

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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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