The Keys to New Mobile Services Era : Brand positioning and clear benefits Francis Bernard Bouygues Telecom, VP Business Intelligence & Strategy Montpellier , Nov. 22 nd

The consumer needs a real benefit, not just a new technology The conditions to switch to a mobile Internet use are not satisfied simply by proposing a new technology A real benefit has to be offered to the consumer Applications for everyday life and shared An easy-to-use service, essential for mobile use Pricing as simple and clear as it is for the fixed Internet Non regressive technology as far as 2G voice usage is concerned, and not disappointing for the data side

There’s a core target market ready for 3G but are the operators clearly positioned ? How to get enough market focus to initiate a real multimedia service usage uptake ?

The example of Bouygues Telecom: a real market focus A brand and a marketing dedicated to the core target market (age : 18/38)  A positioning, the personal telephony  A priority, the postpaid and the multimedia  80% of the media plan focused on the core target A tactical approach toward the non strategic targets  Low users / Prepaid  “Carte Nomad”  Business / Corporate A dedicated approach for a strategic target: the youth market  Universal Mobile

i-mode TM, a brand serving the interests of Bouygues Telecom 50% of advertising investment dedicated to i-mode A brand campaign which illustrates multimedia services A clear business ecosystems associating content providers 2004,12

i-mode TM, a brand with a clear benefits for the customer Launch of i-mode HD (Edge) enhancing key customer benefits  Unlimited data offer (9,90 € / month)  & MSN Messenger  TV