Family + MS Office 365 Home and OneDrive Launch
28th of October 2014
Consumer segment, Telenor Denmark
Telenor is present in 13 countries in the world
Europa:
Norge, Sverige, Danmark, Ungarn, Serbien, Montenegro,
Bulgarien*
Asien:
Thailand**, Malaysia, Bangladesh, Pakistan, Indien,
Myanmar
*Bulgarien: Globul
** Thailand: Dtac, Malaysia: DiGi, Bangladesh: Gramenphone, Indien: Uninor
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Summary of the marketing mix for Home Office and OneDrive
launch Oct’14
Product
• Home office as part of the Family proposition
(home office and 5 TB of data)
Pricing
• Family portfolio as low as 79 DKK
• New data packages with 3/8/20GB
• Product is free as long as Family account is with
with 2+ subscriptions
• Home office is free for Family customers
• OneDrive as part of individual portfolio (100GB)
• OneDrive 100GB is free for all individual
customers
MarComm
• Key message “Buy Fri+ Family and get amazing
advantages”
• Full ATL execution from October
• Direct marketing to existing base & prospects
• Co-marketing with Samsung and Sony devices
Channels
• Offer is available in all channels
• Key focus on training people in all channels
• Strong digital presence
•Internal launch
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Telenor Denmark wants to focus on efficiency services and target
2 key segments
Individual customers looking for a
simple and trustworthy solution
Families (households)
Family primary needs:
Individual primary needs:
-
Easy/convenient solution (e.g. easy to
set-up, manage, change)
-
Easy solution (easy to set-up, manage,
change)
-
Solution they can enjoy and share as a
Family (e.g. photo sharing, cloud
sharing)
-
Solution they can share across few
devices (e.g. phone, tablet)
-
Possibility to share with friends (e.g.
photo sharing)
-
Multidevice usage
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Aim was to launch full fledge OTT solution, targeting all families
and individuals. Moreover with new data packages at the same
time
Family portfolio (October)
1 • 179kr
• 129kr
• 79kr
Individual portfolio (November)
1 • 179kr
Unlimited calls, text, 3/8/20GB of data
199kr
Unl + 3 GB
299kr
Unl + 8 GB
Unl + 20 GB
2
2
5 users (2 device each)
100 GB
5 users with 1 TB each
•
Around 60.000 Family customers (both existing and new ones)
got Home Office 365 as part of their monthly package
•
Offer is free as long as they are with Telenor
•
October launch includes new data buckets launch (3/8/20 GB)
•
Around 600.000 individual customers (both existing and new
ones) got 100GB of OneDrive storage as part of their monthly
package
•
Offer is free as long as they are with Telenor
•
October launch includes new data buckets launch (3/8/20 GB)
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Bundling Microsoft products into Telenor portfolio brings value for
all customers and stand out in the market
Office 365 Home for Fri+ Family including 1TB of
storage
100 GB for individual subscribers
100GB
1 TB
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Easy customer journey is a key in order to get high activation
rate. 4 steps approach
Step 1
Step 2
Step 3
Step 4
Customer receives
SMS and answer with
their email address
Customer receives
email with a link to a
webpage incl.
activation code
Customer clicks on
link and activates the
subscription with the
unique code
Customer gets access
to MS Office 365
Home and OneDrive,
and can download the
new products
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Training for almost 1.000 agents were carried across a country
Training
New three-step training
concept in retail
Retail:
1.
E-learning for mobile
2.
District training in the evening
3.
Store visits
Customer Service and ETM:
-
1.
Group training
2.
Floor-walk follow-up
Training supported by trainers from
Microsoft
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Office 365 Home product and customer
journey incorporated on www.telenor.dk
Family concept calculator
1 TB storage explained
Simple customer journey
Office 365 Home benefits
Data security explained
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Mass communication
ATL launch on 8th of October with the key message
“Buy Fri+ Family and get amazing advantages”
Mass Communication
•
•
•
TV
Print
Online banners
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First full 6 weeks launch ATL campaign, focusing on the news, the products
and proposition. Second 5 week ATL campaign following up on emotional
attachment to pictures and video.
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Print SIMO
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Instore Execution
15
Instore execution in 67 Telenor stores
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Instore execution in 67 Telenor stores
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Massive coverage in a broad variety of primary media
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Posts on Telenor Facebook and reposts on Microsoft Facebook
90% positive comments on Facebook
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Internal launch
Internal launch in corporation with Microsoft
• Kick-off event
• Townhall meetings in Copenhagen and Aalborg
• MS perform live product presentation
• Competition for HQ-employees
• Launch video to Retail agents sent by sms
• Articles on WoW and telenorbutikken.dk
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Internal competition - find new Fri+Family customers and win a
trip to visit Microsoft HQ in Redmond, Seattle
How:
Spread the word about the advantages with Fri+
Family among friends and family.
If you get sign ups for new Fri+ Family
subscriptions you participate in the competition.
For every subscription you get a ticket for the
lottery
Competition terms and winners will be announced
on WOW.
Additional prizes:
5 X boxes
10 Microsoft kits (power charger, thermo mug,
touch pen)
5 Samsung Galaxy tablets (for new customers)
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