chello marketing
TRANSCRIPT
upc way conference 15/16 nov 1999 chello brand overview"
2 upc way conference 15/16 nov 1999!
chello: m@ximum interactivity!
• the #1 non-us based broadband internet company!
• operating company of united pan-european communications (upc)!
• provide high speed AORTAtm, chello’s multinational ip broadband network!
• multinational chello brand and content tailored to meet the needs of individual markets!
• distribution through upc service company cable tv and other broadband network partners and outreach technologies!
3 upc way conference 15/16 nov 1999!
1999 marketing objectives!
1. evangelise chello as the no. 1 broadband brand leader in europe!
2. accelerate market growth in affiliate countries and acquire additional 130,000 subscriptions in 1999!
3. build top 10 internet brand in affiliate countries and top 3 in affiliate territories!
4. internet brand with the most satisfied customers!
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evangelise chello as the no.1 broadband brand leader in europe !
Since the IPO in February, UPC management has has delivered on the plans it set out during the road show. We see the main achievements in this period as including: The successful launch of chello, the high-speed internet access business.
source: ft new media markets
source: inside cable and telecomms europe
chello alone offers the speed that cable internet subscribers should expect source: consumentengids, november ‘99
ISDN less popular than cable Dedicated internet users prefer cable “the number of requests for a broadband internet-connection in the Netherlands is exceeding that for ISDN – lines” announced chello top executive . Iain osborne at ECC ‘99
source: brabants dagblad 20 october ‘99
source: goldman sachs 21 september ‘99
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chello drives growth # 1 in european broadband!
52662
80200
12913
24338
36650
0
10000
20000
30000
40000
50000
60000
70000
80000
3Q 98* 4Q 98* 1Q 99* 2Q 99 3Q 99
total billed accounts
* supported by upc"
6 upc way conference 15/16 nov 1999!
chello brand awareness!
research conducted by interview nss, amsterdam n=334 total sample
chello brand awareness research netherlands sept / oct 99
5.4% 7.4%10.2% 10.8%
4.7%
29.2%
38.0%
44.0%
34.1%
27.5%
Total pc users Internetusers
Eindhoven Amsterdam
spontaneous prompted
7 upc way conference 15/16 nov 1999!
customer dissatisfaction with chello!
7%10%
34%
19%
30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Excellent Very Good Good Fair Poor
• helpdesk!– “i called 7 times, faxed 8 times and it did
not help”!– “the system is good but the service is
really bad. i have a problem but i can’t reach anyone. nobody is responsible”!
• installation problems!– “a mechanic has visited 4 times in 3
weeks and it still does not work”!
• slow speed!– “i find the service slow sometimes, the
service freezes”!
• general unprofessionalism of company!– “i have been a customer for 2 months
and it does not work but i still pay. i am very very disappointed. i am signing off and going to another isp”!
research conducted by hepworth consultancy, netherlands, october 1999
source: almeren alledaags, 20 october ‘99
“The word UPC is causing bloodshot eyes to the people of Amsterdam.
This papers editors are dealing with UPC’s customers everyday complaining
on the phone, hoping the publicity will end their pitiful confrontations with upc.”
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the brand created for interactive services!
9 upc way conference 15/16 nov 1999!
chello brand definitions !
company vision: to provide interactive services, for everybody, anytime, anywhere
brand vision: chello is your interactive companion brand mission: give our customers the best interactive experience brand positioning: chello gives me the best interactive services, anytime,
anywhere, in an easy to use and entertaining way brand values: innovative, friendly, exciting brand proposition: chello is your interactive companion, bringing you more
than you can imagine
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chello life cycle!
time
5%
15%
30%
intro launch building mature
mar
ket p
enet
ratio
n
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anticipate new universe of portals!
WAP PDA
portals
TV PC
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general marketing approach!
• chello marketing creation is a service for affiliates, not a cost for affiliates!
• chello will match affiliates’ variable marketing activity budgets!
• budget allocation policy for 1999!
source: marketing team forums 23 february ‘99
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hello, i’m chello introduction campaign!
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chello introduction advertising!
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customer acquisition!
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action centred campaigns!
www.chello.nl
prospect info number
local radio local tv, info channel
outdoor
www. chello.nl
demo’s / events webvertising/ cable comp.site/ search/... print advertising
direct marketing (mail/tel.)
response generating marketing activities / campaigns
reply address
response capturing channels (inbound)
17 upc way conference 15/16 nov 1999!
prospect management!
www.chello.nl prospect info number reply address
entry prospect data
prospect & customer data
communication history
maildrop/sending mailpack outbound tel. call
printing & fulfilment call lists & scripting
e-mail/on-line reply
validate qualify determine follow-up • what, how, when • real-time, outbound
follow-up media/channels (outbound)
rfs/ network
data
e-mail/on-line texts
marketing data mart
reporting & analyses
18 upc way conference 15/16 nov 1999!
driving for customer satisfaction!
• objective!– internet brand with most satisfied customers!
• approach!– agree customer service criteria between chello and upc service
company!– ‘chello service partner’ credentials !
• monitoring!– customer satisfaction tracking survey!
!
20 upc way conference 15/16 nov 1999!