Orange Business : Five Innovation Platforms by Matthieu NOTARI & Gilles MARC www.matthieunotari.fr

1. ANALYSIS

2. EXTERNAL ANALYSIS

3. EXTERNAL ANALYSIS
Politics Technology
- State shareholder ofthe group -Constantly changing,
- Regulation, supervision by control evolving, constant
organizations innovations
Environnement
Economy
- Be eco responsable
- World in Crisis - Take in consideration the
- Strong competition between operators environnement in the way to
consume
Social Legal
- Reduced consumption with the crisis - Mastery of contractual
- New forms of consumption, at the commitments
map, depending on consumers - take into account the feelings
expectations of employees

4. NETWORK ECONOMY
Trends
Stakeholders Infrastructures
Community Clients Competitors
Public
Suppliers Institutions

5. COMPETITIVE FORCES
Threat new entrants
New operator on the market:
Free Telephony
Prices are not aligned with those
of the existing competitors
(MEDIUM)
Rivalry among
Existing Competitors Bargaining Power of
Bargaining Power of
Buyers
Suppliers
Strong competition with other
operators, representing the three Important with different types of
Orange owns the network and he
national leaders. Market in constant clients: individuals or professionals
sells MVNO
growth but new concurrency appears with specific needs and
Orange is the supplier of the
and it’s changing consumption expectations
other ISPs
patterns Tendency to packages to the map
(LOW)
(HIGH) (HIGH)
Threat of Substitutes
Presence of substitute products
with Virgin Mobile, NRJ Mobile ...
and even web hosting with OVH
(MEDIUM)

6. INTERNAL ANALYSIS

7. DISTRIBUTION

8. BRAND HISTORY TIMELINE
Communica)on* h>p://www.youtube.com/watch?v=y2tOHmdnw2k**
*
*
Distribu)on* Se*conférer*au*slide*sur*la*zone*de*chalandise*d’Orange*dans*le*Monde*
Rensiegnements*
Products* Téléphonie*Fixe.* Téléphonie*Mobile* Professionnels* Internet,*TV*et** SOSH*
et*Annuaire*
Services* * Téléphonie*IP*
Les*marques*de*
Brand* Communica)on*Mircrotel*Ltd* Orange*Plc** France*Telecom*
sont*remplacées*par*
39,7*milliards* la*marque*Orange*
d’€*
Rachat*Orange*par**
France*Telecom*
Revenues* 33,7* 43,0* 46,6* 46,1* 45,3* 48,1* 51,7* 52,9* 46,8* 46,1* 45,5*
milliar milliar milliar milliar milliar milliar milliar milliar milliar milliar milliar
ds*d’€* ds*d’€* ds*d’€* ds*d’€* ds*d’€* ds*d’€* ds*d’€* ds*d’€* ds*d’€* ds*d’€* ds*d’€*
1990* 1994* 2001* 2003* 2005* 2007* 2009* 2011*
2000* 2002* 2004* 2006* 2008* 2010*

9. Strategic Business Unit

10. Orange Labs innovation to serve all markets
Beijing R&D center
Warsaw, R&D center
San Francisco UK, R&D center technocentre
R&D center technocentre
Tokyo R&D center
technocentre
and R&D Teams
Madrid & Barcelone technocentre (Châtillon)
Explocentre (Paris)
8 R&D centers
Amman
6 Cairo R&D Center
technocentre

11. VALUE CHAINE
Firm Infrastructure
- Worldwide, more than 166 points of presence in the physical world
- R & D Labs: Innovation; Technocentres / Lines of Business: Industrialization of production / Offers;
Geographies: Customer Value
Human Ressources Management
- New Director of R&H since 2010 to improve inter-company relations
- High pressure internally to compliance with the objectives
- Take in consideration young people with alternative offers for students Margin
Technology
- Mastery and managementof national infrastructures
- Fiber Optics
- Getting Started with 4G
Procurement
- Global presence
- Reduction of CO2 emissions
- Reduction of energy consumption
Inbound Logistics Operations Outbond Logistics Marketing & Sales Services
- Centralized - Innovation
-Investment of 2 - Listen
- Global presence
billion € in fiber - SAV strategy and
- Support
Margin
- Work or setting up optics by 2015 - Relocations decision making
the network - Social contract in maintenance - In 220 countries
place for employees operations - Close to 200
- R & D in different - Website million customers
countries around worldwide
the world

12. PROPOSITION MANAGEMENT

13. PORTFOLIO ANALYSIS
Opérateurs
de
Réseaux
Acteurs du Web Acteurs des médias
Equipementier

14. OVERALL ANALYSIS
S W
•Expertise in telecommunications /
network
•High reliability •Low innovative
•Project owner for the business •Regulatory constraints
world
O T
•Green Business •Mobile phone new competitor:
Free Mobile
•Numbers of Smartphone users
increase •Only comes out of existing
products

15. BRAND POSITIONING STATEMENT VISION
1. Competitive Environment
Aspirational symbolic identity brands
2. Target
Relatively mature, well-established individuals + professionals
3. Consumer Insight
I am looking for peace of mind without the hassle of technology
* Source : Millward Brown
4. Benefits
Reassuring quality, emotions (communication) + proximity (boutiques)
5.Values & Personality
Future-oriented, self-confident
6. Reasons to Believe
Pioneering leading expert in data + voice connections (world
communication awards 2006-2009)
7. Consumer Discriminator
Ensures interpersonal links, pushing boundaries across the world in an
inspiring way
8. Essence
Revenues : €45,50 M
Emotional quadruple player communication brand Creation : 1994 Brand value* : $13.242b

16. UNDERLYING BRAND PILLARS
• Sense of belonging: Being connected, service of quality, proper functioning
• Clear vision: Provide services in line with trends
• Power from enemies: Resale MVNO to competitors
• Sensory appeal: Together, connected, world of tomorrow
• Storytelling: «The Life Change With Orange»
• Symbols: Belonging, security, performance, mobility
• Mystery: The advanced of tomorrow that will bring the group

17. 360° BRAND PERCEPTION : Analyse Position
Product Product
Product
People People
People
Planet Planet
Planet

18. MARKETING MIX DIAGNOSIS

19. INNOVATION FUNNEL

20. ORANGE BRAND CODE
Coach Evolutions
Word Community

21. ORANGE OBSERVATIONS
Orange with two important poles of R & D, as a leader seems questionable, because the group has never
launched innovation in the market.
FCS :
- Mastery of communication tehcnologies R&D
- Infrastructure
- National Coverage (mobile/internet)
- Mastery marketing for the offers and the communication
- Proposed offer segmented
- Customer service
-« Users understanding » to developp !
Orange Skills :
- Marketing
- R&D
- Infrastructure : existing network «France Telecom»
- Customer Service / Stores
- Expertise in several fields : brand development and not the product
- Responsible of the development of optical fiber
- know-how and salary force of 102 000 people
- Rental of facilities and resale of minutes to Virgin, Free..

22. STRAT CORPORATE
Product
Orange think to the future, desire to innovate,
New business sector
People
In line with the expectations and the changing of the
customers wishes through time
Planet
Take in consideration the environnement aspect and
the futur becoming of the next generations
RH
Recruitment of qualified employes correlated with
the futur business sector,
Organizational changes
Innovation
Share the ideas of employees, customers to iniate
incremental, breaks innovations.

23. INNOVATIVE CONCEPT
Accompany and consider the citizen in his life to enforce the brand as a leader in innovation.
And at least become a leader in communiy, city innovation and personel coach.
Make Orange a professional counselor for public users in their management of the daily
CONCEPT
2015
2012 2020 2030 2040 2050
GENERATION Z 17 20 25 35 45 55 years

24. INNOVATION PLATFORM : AUGMENTED REALITY 2015
We take advantage of the digital to free creativity and invent together cities easygoing.
Obtain a consistent database that allows us to offer our expertise in urban construction from 2020.
•Providing business solutions by creating dynamic
quality from a new angle: the collaborative
intelligence.
•Urban planning moves from a vision owns an open
vision.
•The Digital can develop new forms of solidarity
against the urban future.
•Recruitment de M. Alain RENK (founder and
director UFO)
Brand linkage : /5
Target focus : /5 Indice Génération Z : 17 à 25 years
Innovation : /5

25. INNOVATION PLATFORM : AUGMENTED REALITY 2015
Virtual
Reality Ideas
Brand linkage : /5
Target focus : /5
Innovation : /5 Indice Génération Z : 17 à 25 years

26. INNOVATION PLATFORM : Urban - New City 2020
This innovation will enable Orange to implement technology to increase from the hands of citizens.
Orange build a database ideas for develop the future city and consulting.
You will interact with the world, but above all we must start with your city.
After
Brand linkage : /5
Target focus : /5
Innovation : /5 Before

27. INNOVATION PLATFORM : Home Automotion 2030
Orange strengthens its investment "product & innovation" within the habitat to
become a referentin the interaction man-machine and machine to machine
Improve the daily confort of lifestyle through support and the
Brand linkage : /5
Target focus : /5
interraction of technologies
Innovation : /5

28. INNOVATION PLATFORM : Home Automotion 2030
Brand linkage : /5
Target focus : /5
Innovation : /5

29. INNOVATION PLATFORM : Cars 2040
Interest is for Orange to strengthen the relationship between your professional and personal life.
The car becomes an extension of your home and your workplace
You can manage your home as well as your business the time of a trip
Brand linkage : /5
Target focus : /5
Innovation : /5

30. INNOVATION PLATFORM : Clothes breaking / remodeling innovation 2050
Gather pervasive technologies to make a breakthrough innovation in textiles
One / Many One / Few Personnel Massif Pervasif
Pervasif Cloth’s
Brand linkage : /5
Target focus : /5
Innovation : /5

31. INNOVATION ROLL-OUT

32. HOW TO SPREAD THE WORD - AUGMENTED REALITY
• Communication Strategy
Create a complete 360 communinication plan for take into account the views of users
• Target Opinion
Opinition Leader will serve the buzz : Innovation / Blogosphere
http://www.innovcity.fr/
http://sethgodin.typepad.com/
www.ville-sans-limite.fr
www.frenchiphone.com
www.journaldugeek.fr
www.geekandhype.com
.....
Younger consumers will follow
• Messages 3 Steps
« Built the city as you wish »
« You are the actor in your city »
« Share and vote for your city »
• Medias
Digital Medias : Blog + Social Media
Street Marketing : Outdoor, Street demonstration

33. HOW TO SPREAD THE WORD - AUGMENTED REALITY
• Target : Generation Z
The objective is to obtain a maximum of users on the Z generation to maximize
feedback. It’s them who will do from their perceptions of future our urban
innovations of tomorrow.
•Generation ultra-connected
•Participative Generation
•Who loves to share
•Return to notions of political and human values
•Must «apercevoir» un better futur

34. HOW TO SPREAD THE WORD - AUGMENTED REALITY
Street Marketing Demonstration
http://www.youtube.com/watch?v=fWU7NV3nrns

35. HOW TO SPREAD THE WORD - Social Media Management
In
Cr te
e at rv
io
Communities of expertise en
Co-creation, crowdsourcing.
n
Architects / Design ti o
Benefits for the hearing
n
Benefits for the hearing
Be heard and reconized for its proposals. Earnings for the hearing is clear : they have questions and seek
to provide answers.
Brand Place
Here the brand is everwhere. Brand Place
Around their products, srvices and trades.
Profit for the brand
Get feedback on the innovations and proposals of the Profit for the brand
Orange Group. Help customers and prospects to better understantd and use
its products / services and get a return form experts.
Keys to success
If users suggest improvements it’s essential that they Keys to success
receive a quick response. Do not hide. Being a technical occupation.
Risk factors Risk factors
Do not communicate the existence of the swap space. Not be able to answer questions. Do not seem like an expert
speaker

36. Return on Investments
Major global competitors:
JC DECAUX
Present in 45 countries in over 1 800 cities with more than 10 000 habitants
Network of 128 cities of more than 10 000 inhabitants.
49% of sales (2 350 millions d’€) or 1 147 millions d’€ created by street furniture.
Clear Channel Outdoor
Achieves a turnover of 2 789 millions €
Catchment area of he United States, Canada, Europe, Asia-Pacific, South America
CBS Outdoor
Originally American, realizes a turnover of 1 819 millions euors.
Catchment area of the United Sates, Canada, Europe, Asia-Pacific, South America
National Key Competitors
Liote/Citylux
Insert
Metrobus
Védiaud Publicité

37. Market Street Furniture
The 50 largest cities represent 58 790 000 people
The turnover of the furniture market is 10 058 000 €
The budget per habitants for street furniture is 180 €
So for a city of 10 000 residents of the street furniture budget amounts to 1 800 000 €
60% of direct costs relative to total sales

38. Selection criteria and innovatice cities location
for street furniture
The criterias for selection of cities is too extensive to reference them so we consider the
annual report of the most innovative agency in the world, the Austrlian «2thinknow»
According to the ranking the most innovaties cities in the world are :
Europe et America
Boston, Paris, Amsterdam,Vienna, New York, Frankfurt, San Francisco, Copenhagen, Lyon,
Hamburg, Toronto, Montreal,
Asia et Oceania
Hong Kong, Melbourne et Tokyo
Developing countries
Abu Dhabi, Dubai et Cape Town
Source 2thinknow

39. 5 223 999 460
Experience Curve New Profession
Urban in millions of €
30000000000
22500000000
Global Market growth of 20% change per year
15000000000
Orange Urbain CA
Orange Urbain Coûts
7500000000
8000000000
0 2023 2024 2025
2020 2021 2022
6000000000
We start form cities where redevelopement is complete and
then target cities which are growning benefiting from the 4000000000
kowledge acquired.
2000000000
From 2020 to 2030 we are targeting to the most innovative
cities around the world benefiting from the reputation of 2020 2021
innovation. 2022 0
2023
2024
2025

40. Gartner Curve

41. BRAND TRANSFORMATION IMPACT

42. BRAND POSITIONING STATEMENT EXTENDED
1. Competitive Environment
Aspirational symbolic identity brands
2. Target
Assist citizens of all ages, well-established individuals + professionals
3. Consumer Insight
I am looking for peace of mind without the hassle of technology throughout my day
4. Benefits
Reassuring quality, emotions (communication) + proximity (boutiques)
5.Values & Personality
Community building for the future, Future-oriented, self-confident
6. Reasons to Believe
Strengthen the relationship... Pioneering leading expert in data + M2M
7. Consumer Discriminator
Ensures link Relations machine to machine and machine-to-consumer, and Ensures interpersonal links, pushing boundaries
across the world in an inspiring way
8. Essence
Emotional brand & a ubiquitous brand

43. GATEKEEPING MEETING