Integration Team Meeting 22 May 2002

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(No Transcript)
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hello
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Orange devicesOverview yves.christol_at_o
rangefrance.com
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Organisation mission
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Device team
Orange CEO Sanjiv Ahuja
EVP Product, Technologies Innovation Vivek
Badrinath
VP Devices Yves Maitre
PA Nathalie Bargibant
Head of Device Technologies David Baillergeau
Head of Device Strategy Management product
Marketing Matthias Hilpert
Head of Device Development Projects Yves
Christol
Director Device Delivery Yves Martin
Head of Device Market Operations Gareth Abel
Head of Device Portfolio Frédéric Tassy
Key figures20M handsets purchased Out of the
80-90 references Catalogue From 12
manufacturersFor 8 (soon 9) European countries
80 people Based in London, Bristol, Paris
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Mission
To achieve the perfect match between the most
relevant best in class handset hardware and the
Orange content and service proposition, and to
deliver it to the right customer at the right
time.
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Orange manufacturers
Manufacturers revenue comes from sales
Manufacturers
product
technology
brand
proposition
development
brand, strategy
Orange
Orange revenue comes from usage
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From requirements to selection
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Device overall process tools
Product definition
Proposition inputs, strategy, innovation
Requirements
OGDR
Candidate
Product selection
HANDSET DATABASE
Short listed
Selected
CATALOGUE
Specification
Product delivery
Development
Validation
Launch
In-Life
Removed
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How we build requirements
A structure to reflect our customer centric
strategy
Part A.1 Customer is at the start of any of our
demands. How to build a suitable portfolio to all
of them.   Part A.2 How to sort the many mobile
products, what are our minimum expectations for
each device category.   Part A.3 What are our key
services, feature definitions and implementation
requirements.   Part A.4, Part B Our detailed
technology definitions and implementation
requirements.
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How we use requirements
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Signature Scheme devices
Orange Scheme Device The Scheme selection is
based on capabilities compliant with Orange
minimum requirements in each handset category.
This shall ensure a good experience of Orange
services to Orange customers.   Orange
Signature Device The Signature selection is based
on best-in-class capabilities in each handset
category and value Orange can add through
customisation. This shall ensure the best
experience of Orange services to Orange
customers.         
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Signature definition user experience
Signature Device key user benefits   Focus of
customisation is to deliver an easy to use
experience, that removes barriers to adoption and
delivers revenue through increased usage and
reduced support.           Voice Services  
     One click access to address book from the
Home Screen      Backing up of contacts via
Orange Back-up          Messaging
Services      One click access to camera from
the home screen      Enable sending of messages
to multiple contacts      Indication of number
of messages types on the home screen         
Browsing     Embedded Orange services within
the browser favourites and across the main menu
(e.g. picture, ringtones, application
downloads)          Service Access      Easy
menu structure including an Orange menu         
Sensorial presentation      Boot-shut down
screen, wallpapers, iconography etc.  
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Signature definition - applications
10 key applications to generate revenue and
increase fidelity

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Customisation ranking
UI customisation level Iconography Colour
scheme Start-up shut down splash screen Menu
structure Sound scheme
Applications HomeScreen Talk Now Video Gaming
Music
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Benchmark (example)
The catalogue includes 80 products out of about
450 Benchmark is a way to keep only the best in
class devices
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How to enter Oranges portfolio
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Hints

• On this very competitive market, 3 possible non
  exclusive approaches
• Be unique
• Best price competitiveness in a given category,
  but still being compliant with minimum
  requirements
• Be best in class for OGDR Signature compliancy

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Step by step

• Work with FTRD Beijing to find out best possible
  positioning
• Propose your product candidates through the web
  database
• Respond to the FT Sourcing RFQ
• Be persevering
• We wish you make successful business with Orange
  !

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thanks
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the futures bright, the futures Orange