Sid

e 1

CB-trial Telenor Mobil

What was the purpose of the trial ?

What we did

What was the results ?

Conclusions

Sid

e 2

The main goals

Carry out a technical, marketing and commercial test of Cell Broadcast

Visualise CB opportunities for content providers

Sid

e 3

What we did (1)

Invited content broker/provider to run the marketing and commercial parts of the trial including;

Developing the services

Content

Marketing towards content supplier and end user

Sid

e 4

What we did (2)

”The market place”

Limited area in Oslo, trendy part of the town with lots of restaurants, cafés and outdoor activities

Target group

Young people and young adults

Sid

e 5

The content and the services

The content broker established a network of companies interested in being promoted to the target group whithin the test area

The services

FEED MAGEN drink and food ideas

FEED PULS what's on ?

FEED VISNING estate agent, notification

FEED PARTY invitations to parties

Sid

e 6

Marketing material/activities

Content brokers` homepage

Fly sheet with user guide and service overview

Sweaters with promotion

Information material for the press

A competition for end users

Team of 15 – 20 young persons out in the streets

distributing fly sheets

educating end users

Sid

e 7

Who where the content sponsorers and content suppliers

Brewery

Major internet company

Local TV station

Real estate agency

Electronic equipment hire company

Restaurants and cafees in the area

Sid

e 8

Conclusions from the trial (1)

The services was well accepted in the target group

CB make high demands on the content provider

CB service activation from web via OTA

Easier/better user interface for the terminals when promoting the services to other target groups

Sid

e 9

Conclusions from the trial (2)

Content of current interest which adds value to the end user

Customised content for the local area or target group

Accurate information

High quality of expression

Sid

e 10

Conclusions from the trial (3) How the services/content should be

Avoid content which is generally available elsewhere

Focus on local information

Content must contain nesessary information and facts

Sponsoring of messages is acceptable if the content is of interest

End users are used to SMS messages of 160 characters.

Negative to longer messages at this moment

End users wish to personalize content easily (e.g. via a web page)

Sid

e 11

Trial experience of the terminal user interface

Some phones did not receive messages after being activated for CB.

Some phones received all the repetitions

No problems within the target group in activating/deactivating channels

Wishes from the end users

Possibility to store messages

CB and P-P SMS should have different alert tones

Sid

e 12

Other services

Skiing resort

Information service to visitors

Terminal problems and technical problems

Promising service concept

American football game

Messages with response

Traffic information

To short test for getting results

Internal service Telenor Mobil (”the lunch menu of today”)

Sid

e 13

Further development

Easier terminal user interface

Better menues

Web activation of services (OTA)

Better user interface

Billing of subscrition services

Common international Index structure for CB