uk universal music mobile i-mode launch strategy presentation to o2 sabrina deutrom content account...

UK

Universal Music MobileI-Mode Launch Strategy

Presentation to O2 Sabrina Deutrom Content Account Manger 24th May 2005

Introduction

• Universal Music Mobile – Current Services to O2

• Our I-Mode Offering

• Our Planned Site Structure

• Technology Development

• Marketing Plans

• Q & A / Next Steps

Universal Mobile – Current Services to O2

• Universal are O2 Content Partners for the O2 Active WAP portal in the UK, IE and DE

• We provide the following music mobile content :– Official Master Tone Content – Pre Release Music– Competition Prizes– Marketing Imagery

Universal I-Mode Offering

Aims & Objectives:• Recruit and maintain a loyal user base

• To create a one stop shop for consumers of all things music

• Develop a strong CRM/Loyalty Strategy

• To be the no.1 music content provider on I-Mode

Universal’s I-Mode strategy will encompass all three territories; UK, IE & DE


What can users expect from Universal’s I-Mode Sites?

“A destination site for THE ultimate music fan”

• To buy official Master Tones from the hottest artists• To create a personalised music mobile device• Get the latest Artist News & Tour Information• Get pre released music delivered to your mobile• Access to “up to the minute” Charts via The OCC• Chat Services – a place to talk other music fans• A chance to win “money cant buy music prizes”


Our USP’s for O2’s I-Mode and its customers

• Official Master Tone Content

• Access to Pre Released Music

• UK Charts – (access to the midweek's from OCC)

• Experience in I-Mode Content Provision


Content Types:

• Official Artist Realtones (incl. 3D stereo tones)

• Full Track Downloads

• Official Artist Polyphonic Tones

• Official Artist Images: (incl. animated screensavers)

Universal Mobile Offering

Content Types:

• Official Artist Games

• Official Artist Video Content

• Official Artist Voice Content: (incl. artist voice tones)


Our Plans:

• To launch a series of Universal sites by product

– Universal Music Zone Universal Picture Zone

– Universal Video Zone Universal Sound Zone

– Universal Games Zone Universal Music Magazine

Or…

• To create an umbrella Universal music site with a number of sub sections featuring:– 3 or 4 Promotional/Recommended sites

– 10 Frontline Artists

– Further catalogue of Artist sites by Genre

– The ultimate Artist one stop shop

Ultimately encouraging users to subscribe to multiple subscriptions within each product

group or artist site – depending on O2 categorisation

Site Structure

Personnalisation Links

iMenu

Subscribe

Unsubscribe

Credits

Enter the most private world of your favourite artists

Marketing Message

Tone of the week:

Promotional Site Banner

Music Zone

50 Cent – Candy Shop

Editorial

Search

Eminem

Kaiser Chiefs

UK Chart

More Music Artists

NEW HOT NEWS!! Eminem UK Tour Announced

Music Zone Home Page

Direct Response Marketing

Frontline Artist Sites links

Coming Soon to the Music Zone Sugababes new album Win VIP tickets to Razorlight Gig

Tone of the week:


iMenu

Subscribe

Unsubscribe

Credits

Search

Pop Zone

Gwen Stefani – Hollaback Girl

Welcome to the Pop Zone

*NEW

Pop Genre Page

A-F

G-N

O-Z

Top Downloaded Pop Tones

1. Girls Aloud – Wicked Game

2. Tony Christie – Amarillo

3. McFly – All About You

4. Lucie Sillvas – Breathe In

More Music

Site Structure

Artist Site Realtone PageArtist Site Home Page

Candy Shop

Disco Inferno

Hate it or Love It

Gatman & Robin

Just A Lil Bit * New Single

Get in my car

In My Hotel

He kept us waiting and there it is :

The Massacre, a real musical bomb

Recommend to a Friend

i-menu

Like 50 Cent? Then why not check out

The Game Site

Realtones


Subscribe

Unsubscribe

Credits

Search

Pages 1 2 3

Recommend to a Friend

i-menu


Subscribe

Unsubscribe

Credits

Search

3 tones for the price of 2…..

Tone of the week:

Eminem – Loose Yourself

Realtones

Images

Eminem Game

More Music Artists

Video

Competition

Voice Tones

Music Downloads


• Suggestions for our Launch Offering:– Free trial period, or discounted months– Free trial of new products

• 3 items of content for £3– 2 realtones, 1 animated screensaver

OR

• Pick & Mix – from a selection of products & artists to create personalise your phone


Why users should subscribe, we will offer them:• The right marketing incentives

• Best quality content

• Up front music content

• Value for money

• Value added content : artist news, biogs, competitions, tour info.


Animation of the site/s• Home Page Editorial – Daily/Weekly

• Direct Response Marketing – Daily/Weekly

• Chart Features/Pages – Weekly * USP

• Promotional Sites – Monthly

• Artist/Genre Pages – Weekly/Monthly

Technology Development

• Service Provider to be appointed

For launch or long term features of the site?• Chat Application• Personalisation Functions• Recommend to a friend (email)• You bought this last time – we recommend this?

• Long Term Plans/Strategy– Launching non music sites – New Product Development– Launching Artist Websites onto I-Mode

Marketing

Marketing Opportunities for O2• Tap Into record label Q4 artist marketing plans• Provide Imagery for ABTL, In store POS, Kiosks• Artist involvement in launch party events• Artist involvement in I-Mode Handset Marketing

Our Potential Launch Marketing • Promotion of our I-Mode offering through our B-2-C activity• Access to Universal Artist email & SMS databases• Artist Involvement • Advertising commitment for launch material O2 produce • High value competition prizes

Marketing

Q4 Key Releases• Scissor Sisters • Girls Aloud• Ms Dynamite • Sugababes• Jamie Cullum • Bon Jovi • Clubland 8

CRM Marketing

From launch we aim to develop a CRM Strategy• To reward loyal customers • To develop a “music Xtras club”• Encourage multiple subscriptions:

– Content bundles– Subscribe to 1 site, get 2nd site subscription ½ price etc.– Loyalty campaigns

• Launch promotions, e.g.:– Free trial period, or discounted months– Free trial of new products

• Monitor and utilise KPI’s for effective “CRM” • Develop newsletter & email marketing communication

Universal Music & Mobile

Thank you for your time…….

• Any Questions?• Next Steps

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