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CB-trial Telenor Mobil

CB-trial Telenor Mobil. What was the purpose o f the trial ? What we did What was the results ? Conclusions. The main goals. Carry out a technical, marketing and commercial test of Cell Broadcast Visualise CB opportunities for content providers. What we did (1).

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CB-trial Telenor Mobil

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  1. CB-trial Telenor Mobil • What was the purpose of the trial ? • What we did • What was the results ? • Conclusions

  2. The main goals • Carry out a technical, marketing and commercial test of Cell Broadcast • Visualise CB opportunities for content providers

  3. What we did (1) • Invited content broker/provider to run the marketing and commercial parts of the trial including; • Developing the services • Content • Marketing towards content supplier and end user

  4. What we did (2) • ”The market place” • Limited area in Oslo, trendy part of the town with lots of restaurants, cafés and outdoor activities • Target group • Young people and young adults

  5. The content and the services • The content broker established a network of companies interested in being promoted to the target group whithin the test area • The services • FEED MAGENdrink and food ideas • FEED PULS what's on ? • FEED VISNING estate agent, notification • FEED PARTY invitations to parties

  6. Marketing material/activities • Content brokers` homepage • Fly sheet with user guide and service overview • Sweaters with promotion • Information material for the press • A competition for end users • Team of 15 – 20 young persons out in the streets • distributing fly sheets • educating end users

  7. Who where the content sponsorers and content suppliers • Brewery • Major internet company • Local TV station • Real estate agency • Electronic equipment hire company • Restaurants and cafees in the area

  8. Conclusions from the trial (1) • The services was well accepted in the target group • CB make high demands on the content provider • CB service activation from web via OTA • Easier/better user interface for the terminals when promoting the services to other target groups

  9. Conclusions from the trial (2) • Content of current interest which adds value to the end user • Customised content for the local area or target group • Accurate information • High quality of expression

  10. Conclusions from the trial (3) How the services/content should be • Avoid content which is generally available elsewhere • Focus on local information • Content must contain nesessary information and facts • Sponsoring of messages is acceptable if the content is of interest • End users are used toSMS messages of 160 characters. • Negative to longer messages at this moment • End users wish to personalize content easily (e.g. via a web page)

  11. Trial experience of the terminal user interface • Some phones did not receive messages after being activated for CB. • Some phones received all the repetitions • No problems within the target groupin activating/deactivating channels • Wishes from the end users • Possibility to store messages • CB and P-P SMS should have different alert tones

  12. Other services • Skiing resort • Information service to visitors • Terminal problems and technical problems • Promising service concept • American football game • Messages with response • Traffic information • To short test for getting results • Internal service Telenor Mobil (”the lunch menu of today”)

  13. Further development • Easier terminal user interface • Better menues • Web activation of services (OTA) • Better user interface • Billing of subscrition services • Common international Index structure for CB

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