Giving customers a better mobile life

1
Its great to be here
Las Vegas November 2006
2
Who are we? - Inc Direct

• One of the UKs leading cross media, VDP and
  marketing communications companies
• Full service, cross media offering
• Digital print
• Data management
• Digital marketing (web, email, SMS MMS)
• Direct mail
• First company in UK to install XMPie
• Located in London
• Established in April 2000
• Privately owned
• Turnover for last year 2 million
• This year expected 4 million (and maybe more!)
• Print Week SME Company of the Year 2006

3
Our Position

• Inc Direct are in the Marketing Communications
  business
• We evaluate our clients business
• A solutions pitch not a sales pitch
• Currently we are number 1 in the UK in terms of
  marketing solutions with the objective to stay in
  that position by developing innovative cross
  media applications
• Our goals are to maintain that position and
  repeat the same success internationally with the
  help of our new partners

4
Our Capabilities - Full Service

• Logic programming
• Digital litho
• Variable 11 marketing
• 2 x iGen3 digital presses (hopefully soon to be 3
  or even 4!)
• 6 high speed mono and spot colour digital presses
• XMPie
• Fulfillment
• Mailing and poly Lines

5
Our Clients

• The Carphone Warehouse
• ebookers.com
• Travel Bag
• Land Rover
• Liberty
• Siemens Financial Services

6
Our Culture

• Excellence in all we undertake
• To be the very best at what we do
• Demand excellence
• Demand care
• Demand enthusiasm
• Demand action
• Demand results
• Celebrate success!

7
Why do we want to be part of the IPN? Because we
want

• to be an International Company
• to meet the needs of our Customers who are
  becoming increasingly global
• to leverage our membership of the IPN to gain
  more business in the UK
• to build up strong relationships around the world
  that we can do business with
• to network
• to do more business that is not reliant on the UK
  market
• to share different technologies and applications
• to learn from the worlds leading organisations
  and bring it to our UK clients
• and because we heard what a great time you guys
  were having and we didnt want to miss out!!!

8

• The best way to explain what we do
• is to show you an example of what
• we do!

9
Giving customers a better mobile life

• Inc Direct bringing a digital, data driven direct
  marketing solution to
• The Carphone Warehouse

10
The Brief

• To enhance the welcome experience for new
  customers
• Develop an ongoing programme of communication
  that will increase loyalty, reduce churn and
  drive incremental revenue
• Create one-to-one targeted customer
  communications
• Cut down the volume of different material

11
The Objective

• Improve cross sell on CPW products eg mobile
  accessories, insurance, fixed line etc.
• Drive Average Revenue per Customer eg
  tariff bolt-ons etc.
• Improve retention rates
• Reduce customer service call costs
• Improve the brand experience

12
The Mobile Welcome Pack

• Personalised 16 page digitally printed book
• For all connections and upgrades
• Tailored to each customer
• Phone
• Network
• Tariff
• Products and accessories

13
The Mobile Welcome Pack

• 65 handsets
• 6 networks
• Vodafone
• O2
• 3
• T-Mobile
• Orange
• Virgin
• 25,000,000 permutations
• Mailing 25k packs per week
• Circa 1.3 million packs per year

14
Front coverpersonalised by name and phone
15
Opening pages personalised by name, phone,
network content
16
Opening pages - personalised web address - Purls
17
Inside pages
18
Inside pages
19
Cross sell (insurance products)
20
Cross sell
21
Cross sell
22
Cross sell
23
Information
24
Information
25
Offers
26
Third party contributions
27
Customer research and analysis

• 80 recall of customers receiving the pack
• 92 of customers said that they had or would read
  the book
• 87 of customers felt more valued
• 27 increase in SMS, MMS and Voicemail
• 3 redemption of offers
• 88 uplift in TalkTalk penetration
• GM increased by 7.22 per customer over an 8 week
  period (29 uplift)

28
Online Welcome Pack

• Customers receive personalised micro site P-URL
• Web address created and appears throughout the
  book.
• Email sent out
• All content and images variable
• One of the most sophisticated sites in UK
• Creates platform which to build personalised and
  interactive dialogue with all customers

29
Online Welcome pack
30
Online Welcome pack
31
Surprise delight customers

• Birthday cards for O2 customers sent on their
  birthday
• Complete with free 5 off your next purchase or
  top-up
• Retention and incremental spend being monitored
  over the next 6 months

32
Driving higher response from personalisation

• Contract renewal mailings
• Highlighting out of date handsets
• Personalised to each individual handset and
  network
• Offers based on transactional data
• Over 750 variables

33
(No Transcript)
34
(No Transcript)
35
(No Transcript)
36
Driving higher response from personalisation

• 3 fold increase in response
• 2,000 additional connections per month
• Uptake of accessory offers increased by 56
• TalkTalk cross-sell increased by 100

37
The Technical bit!

• Programme driven by pioneering cross platform
  software XMPie
• Multimedia platform print, MMS, SMS, email,
  HTML and web
• Unlimited personalisation and variables
• Printed on two Xerox iGen3 digital presses
• Finished on Duplo 5000 intelligent booklet maker

38
Thank Youits great to part of the IPN

• www.inc-group.co.uk