Alltel Notes 1/31/06

Younger Consumers Brands Perceived quality Price Handset

Two-three brands in initial consideration set NW Arkansas, Cingular network is perceived to be nationwide brand (Verizon also) Alltel may be perceived to be a regional brand

Younger Verizon, better quality handsets Verizon and Cingular Alltel may be viewed as a unsophisticated brand

Prepaid Personalized prepaid wireless Select two features from a set four Ring-tones, wallpapers, faceplates

Sharing minutes Parental selection of service/carrier Younger, post teen, driving more HH decision making—may determine whole HH service? Extent of influence Deference on technology issues

Current research on youth Advertising Prepaid Lacking customization, targeting Adding web-based advertising “U” Ty Pennington associations Boost, Amp, ESPN prepaid wireless

Music Music, mpegs Streaming music, vs. downloading Music Tour Choice of genre Phone as a multi-media instrument One device, phone vs. iPod

Partnering Look upon brand as a platform to link other associations

Data Minutes/price Text messaging Picture messaging Music downloading Mobile TV Pricing versus charges and “third party” payer

Research variables Gender Age Features Brand Phone “look,” Razor in a color Parental influence

Geography Needs Regional association--

Price points Matching price Retail Attracting younger buyers, text messaging Price sensitivity, text (unlimited text messaging price)

Overages

Distribution Service Phone features, “coolest” Mobile to mobile

Consideration set, key drivers How long have you had a cell phone Parental influence Pricing Handsets Features Conjoint analysis of features Data

Brand preferences Awareness Consideration Personality L