1. Beyond advertising :
MNOs to provide brands with marketing
services
Ludovic LEVY
Director of Mobile Advertising – Orange France Telecom

2. Orange
217 million customers worldwide
158 million mobile across 35 countries (Europe, MEA)
45,5 billions euros (2010)
Orange Advertising Network
292 M uniques users in Europe
5 offices : Paris, London (Unanimis), Madrid, Warsaw, Cairo
Advertising/marketing a key business area for
orange provided it contributes to our core business

3. # pixels
The mobile pixel value
2000 K
800 K
400K
value versus intrusiveness

4. with mobile the advertising paradigm
must change

5. 3 predictions for mobile
consumers will engage with brands messages provided it is :
– Permission based
– Highly targeted
– Exclusive
– Promotional
– Entertaining / value added
– Immediate
Brand communication will be smoothly integrated in the
customer journey (against banners/intertitial)
Brand will more likely use mobile for Direct marketing for direct
marketing purpose rather than branding

6. couponing offers
Value proposition to Orange & Coke customers : “when you
drink a coke, you win some minutes and SMS”
Value proposition for the brand : “increase Coca-Cola loyalty
amongst Orange customers, leveraging Orange CRM, audience
and assets”
Marketing package :
Display
Messaging
Wholesale
SMS+
Clearing/redemption
Reporting

7. ring back tag
Value proposition to Orange
customers : “share with your
community brands/products/ …….
…….
promotions you’re fan of. The more
you expose your friends the more you
get credits to access to your preferred
contents or discover new services“.
Value proposition for the brand : “a Marketing package :
powerful social marketing tool which Airtime space
targets precisely the profile of the Messaging
brands ambassadors and create a
strong virality effect”

8. pre-call tag
Value proposition to Orange
customer : “enjoy ads, get free
music and save money”
Value proposition for the brand :
“engage with a targeted and
captive audience”
Marketing package :
Airtime space
Messaging

9. beyond advertising, new opportunities for
brands
Advertising Marketing services
message message
Display Coupon
spends
Messaging SMS+
spends
reward
Data
Routing
IVR,
airtime…
airtime…
ASH ASH
Revenue (OAN) Revenue (OAN)
“Most of advertising is not of interest for me. “I am exposed to some relevant messages
Customer insights
Some ads are even getting intrusive against and I get rewarded to access to new (more)
my journey” services for free”
free”
“When I am endorsed by Orange I engage
Brand insights “I am more likely to pay for audience which is
with a very qualified and captive audience. My
clicking on my ad”
messages are getting more efficient along the
purchase journey”
9

10. MNOs to provide many unique
marketing assets
Captive and qualified consumer
Data/CRM
Trust
Wallet
Innovative products
Ad funded offers
Audio spaces
Location based (messaging)

11. Merci!
ludovic.levy@orange.com