Jabra HALO Sales Presentation

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Jabra 2009

• Jabra HALO Sales Presentation
• Wireless Stereo Headset

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The Stereo Category taking off

• The music phone category is taking off
• Phones as music devices / one device for
  everything
• 30 of respondents who are planning to purchase
  an MP3 player are considering a music-playing
  cell phone instead (In-stat survey 2006)
• Teenagers drive development71 of teenagers in
  31countries use their cell phone as portable
  MP3 device
• End-user research Young people want to look good
  and have great sound!
• All participants used both their phone MP3
  players for music listening but a growing
  trend is to use solely the mobile phone
• Users understand the Advantages of using BT
  stereo
• No wires (freedom of movement etc..)
• Functionalities are on the headset (you do not
  need your phone)
• Better sound! (reference is the wired solution
  bundled with the phone)
• Statements from focus group
• I dont want to go out with big headphones
• I would like one device for everything
• They (corded earplugs) fall out and are
  dangling everywhere
• Once I used tape for securing the plugs in my
  ears

Data on file Focus group conducted in UK, USA,
Hong Kong, Denmark
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Market Categories Stereo BT
Clip or semicorded
Behind-the-neck
Over-the-head
Motorola S9
Nokia
Jabra
Sony
Sony
Plantronics Pulsar
Nokia
Jabra
Nokia
Jabra
Jabra
Philips
Samsung
Comments Low to mid priced Easy to copy Close to
usual corded use Philips with Harddisk
Comments Mid to high priced Some differentiation
and branding Often positioned as active wear
product
Comments Mid to ultra high priced Some
differentiation and branding Often positioned as
audio product (DJ) Rarely seen style in Mobile
phone channels
Market players
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Jabra Stereo Evolution
Jabra HALO
A125s
BT3030
BT8030
BT320s
Design Style Over-the-head Optional Wireless/
corded Iconic, simple and slim design Ultimate
Urban youth design Clip / necklace concept
Music strategy take-off Adaptors Clip-concept Spe
aker headset concept Active behind-the-neck
concept
2007
2009
2008
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Jabra HALO USP Key Selling Messages
USP Wireless music calls
Wireless and corded option Try the new wireless
technologies, as well as use the Jabra HALO with
your other music devices
Great sound experience Jabra HALO offers the
best-in-class digital signal processing and Noise
Blackout technology, making music and call
experiences crisp and clear. Jabra HALO also
delivers enhanced audio quality with Zirene
Power bass.
Control your music remotely via touch
sensors With Jabra HALO you can leave your phone
in your pocket or in your bag while controlling
your music directly from the headset
Noise Blackout Drastically reduces background
noise when you are on a call, securing clear
communication
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Human technology and usability
Touch volume control
Intuitive on/off
3.5mm music cable for use with mp3 player etc.
One button for answer/end calls and play/pause
music
Jabra StatusDisplay for instant battery and
connectivity status
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Jabra HALO
Noise Blackout with dual microphones Crystal
clear sound and voice (DSP) Jabra StatusDisplay
- Battery level - Connection status Multiuse U
p to 8hrs. talk/music time Up to 13 days
standby time

• FCS May 2009
• MSRP EMEA 99.99
• MSRP NA 129.99
• Positioning Less Wire More Music
• Cut the wires and make your favorite music sound
  even better with the Jabra HALO wireless headset.
  It connects easily to your mobile phone through
  stereo Bluetooth, enabling you to stream music
  and make and answer calls wirelessly
• Key selling points
• Wireless and corded option
• Extra audio enhancement with Zirene Power Bass
• Control your music remotely with headset touch
  sensors
• Target Group
• ULTIMATE Young people with music phones

Bluetooth Ver. Battery time Wearing style Weight/ Dimensions In the box
2.0 including EDR eSCO Talktime 8 hrs Musictime 8 hrs Standby 13 days Over the head Lightweight only approx. 80 grams D 45mm x H 165-190mm x W 136mm AC Charger, Micro USB Charger Cable, 3.5mm Music Cable, Carrying Pouch, Quick Start Manual
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Marketing toolbox
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Standard toolbox print

1. Sales presentation
2. Tradeshow banner
3. Standing Display
4. Ad
5. Datasheet (EMEA, APAC, NA)
6. Tech Specs

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Standard toolbox web
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1. QSM
2. E-learning
3. Horizontal webbanner
4. Vertical webbanner
5. Movie

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Additional In-store Focus - on both the
Costumers the Sales Staff
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Trade campaign

• Create awareness in the shops We need to
  emphasize we are more than just accessories
• The tool box should be flexible and adjustable
  depending on the size of the shop
• We focus on creating extra sales The customer
  buys a headset (not just goes with a headset
  thats included with the phone package/bundle)
• We communicate the category (Stereo Headsets)
  lifting the sales for the shops
• We educate the costumers and sales staff
• See Stereo category presentation for more visuals
  and input for POS

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Exploiting store traffic Creating store traffic

• Purchase decisions are made in the store
• Customers are coming into the store to buy a new
  mobile
• Customers are coming into the store for
  technical issues regarding their mobile
• Customers are coming into the store for
  questions regarding their subscription
• Customers are coming into the store for window
  shopping curiosity regarding new models
• All situations could and should be exploited to
  sell /
• promote Bluetooth devices such as the stereo
  headsets

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At Jabra we focus on driving sale out-of-the
store
All areas of the store can be used to promote the
sale of Bluetooth devices

• Outside the store
• Entrance
• Windows
• Wall units
• Floor placing
• Terminals exhibition areas
• The counter

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The in-store concept
Stating the category
Communicating the customer benefit
Showing the product in use
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The staff is the key for driving sales

• It is Jabras experience that by focusing on the
  sales staff, the shop sales increase immensely.
  This is why we have developed an extensive sales
  kit
• Product category introduction materials
• Competitions (learning while earning)
• E-learning programmes
• Sales arguments
• How to sale the product
• How to up-sell and make more profit
• Posters for the back-office
• Etc

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www.freeyourdance.comCreating a hype and
interest about the wireless stereo category
linking it to Jabra HALO
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Micro site freeyourdance.com

• What if we let the consumers test the benefits of
  wireless stereo headsets instead of just
  talking about it!?
• With this campaign/micro site we want to activate
  the users....
• www.freeyourdance.com
• The place to test how free your headphones really
  make you

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Loader
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Loading finished
The room spins around
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Landing page
and reveal the stage. Roger is in a video loop
and awaits user action.
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Intro (if user clicks YES)
Cut to close up of Roger putting on his Jabra
Halo. The Danceometer is activated and Roger
gives a short intro.
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Activate camera
Video freezes, and awaits interaction from the
user.
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Dance starts
The webcam is activated, and Roger starts his
choreography. When the user dance, the
danceometer in the floor starts moving, to give
the user and idea about how well he/she is doing.
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Dance continued
The more correct the moves are, the higher the
danceometer goes
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Dance continued
And perfect moves are rewarded with encouraging
messages.
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Results
After ended choreography, a final score is
calculated. Roger comments on it
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Product shot
and recommends a pair of Jabra HALO, to
compensate for the limited freedom an ordinary
pair of headphones give.
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View video and opload to Youtube
The user gets to view his or her video, and can
either try it again, or upload it to youtube.
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Directing all consumers to BESTBUY!
The room turns around, and shows the product. a
text about it.. We direct all visitors to BESTBUY
a link/banner on our product pages directing
the consumers to BESTBUY!
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Materials to help promote www.freeyourdance.com

• Internet banners
• Batches for the sales staff to wear
• T-shirts for the sales staff to wear
• Postcards as flyers!
• Roll-up banners for the floor   
• Flyer for the BT3030 packaging Visit
  freeyourdance.com and win a free headset!
• Sticker for the Jabra HALO pack Visit
  freeyourdance.com and win a free headset!
• Event
• 2 dancers dancing around the store/parking
  lot/mall handing out flyers
• Big screen with freeyourdance.com try the
  headset live and see if you can move freely

Layout to be added later...
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Co promotion ideas
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Co promotion with Coca Cola

• Coca cola as a vehicle for communicating the
  existence of Jabra HALO and creating traffic to
  www.jabra.com

Example from a similar campaign

• Concept
• Exposure of Jabra HALO on all coca cola bottles
  in June August. 100 mio. Bottles (0.5 l) in the
  Nordic region (Fin, NO, SE DK)
• POS material with Jabra HALO in retail
• Link from www.cocacola.com to www.jabra.com
• Questions about Jabra HALO in the quiz

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Co promotion with magazines
Almost every teenager reads music magazines.
Music is their identity. So lets have
competitions in music magazines in which the
readers can win a free headset, maybe VIP tickets
to concert sponsored by Jabra, maybe working
together with an operator/handset
manufacturer?   The competition could be made
similar to the competition in the Coca Cola deal
the magazine gets some free headsets and we get
some exposure!
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Appendix
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Jabra HALO Technical Specifications