A view on content
By Jan Færch, Content Manager, Sonofon A/S
Agenda
• Short introduction
• What works and why?
• Strategic partnerships – why?
• Moving towards 4G network
Short Introduction
• Jan Færch
– Data specialist (datanom C++)
– Marketing Manager (IAA diploma)
– Started in Sonofon in 1999
– Retail manager
– Customer trainer
– Technical marketing manager
– Project manager
– Marketing manager
– Content manager
Agenda
• Short introduction
• What works and why?
• Strategic partnerships – why?
• Moving towards 4G network
What works – and why
• Infotainment that:
– Is relevant and easy to use
Ticket to play
– Supports my way life
– Makes something easier
• Lots of good examples
– Krak, News, SAS, SMS and ”my account” just to name a few…
Agenda
• Short introduction
• What works and why?
• Strategic partnerships – why?
• Moving towards 4G network
Music as an offering
• Will not give us new customers
• Will not give a positive ROI
– Gives us a positive brand
– Helps building loyality
– Because everyone else has it
The e•go music offer
• Mobilehits
– Own brand
• Box.dk
– Politikkens Hus
• MTV
– MTV youth brand
• GAFFA
– Music Magazine
Box.dk and Sony Ericsson partnership
•
Launch Event
– PR national/local
– Julie Concert i Aarhus, Kolding
og Copenhagen with VIP
treatement for Stamkunder.
– Paid for by SonyEricsson
– Meet n greet with Julie
Bertelsen.
– Print campaign
– (budget 750.000)
– Paid for by BOX
– Email campaign towards
stamkunder.
– Buy your music on your mobile
– get 10 tracks for free.
– Split payment Sonofon/Box
– POS material in All Sonofon
Shops
– Paid for by SonyEricsson
First 10 tracks for free for VIP costumers
Bundling ”Buy a musicmobile – get 5 free tracks”
Bannermarketing of selected artists
marketing via events
Print adds
SonyEricsson and Sonofon Music tour
•
Tjecktour 2007 (music event)
–
Kolding – 12. maj
–
Viborg – 18.-19. maj
–
Odense – 18.-19. maj
–
Frederikshavn – 25.-26. maj
–
Herning – 26.-27. maj
–
Skive – 31. maj – 2. juni
–
Sønderborg – 1.-2. juni
–
Hillerød 8. juni
–
Holstebro – 16. juni
–
Thisted – 22.-23. juni
–
Slagelse 29. juni
–
Horsens – 29.-30. juni
–
Ringkøbing – 7. juli
–
Ebeltoft – 27. juli
–
Dybvad – 11. august
–
København – 17. - 18. august
•
Demo of Walkman phones og
loudspeaker solutions
•
Demo of TrackId
–
Service where the mobile records
20 sek of a song playing, recognizes
it and offers the costumer to
buy it (one klick) on the E•go
portal.
Agenda
• Short introduction
• What works and why?
• Strategic partnerships – why?
• Moving towards 4G network
Moving towards 4G
• NMT
– No data transfer possible
• 2G
– CSD data (9.6 Kb/s)
• 2½G
– HSCSD (14,4 Kb/s)
– GPRS (55,6 Kb/s)
• 3G
– UMTS (396 Kb/s)
• Turbo-3G
– HSDPA (1,8 to 14,4 Mb/s)
4G Network
• Is not one network, but seamless handover between
networks
– GPRS
in the countryhouse
– HSDPA
in the subway/city
– WLAN
In school/at home/at work
– Bluetooth
between devices
– Fixed wire
when you’re on
• The best network for the customer and for us.
Possibilities and challenges
• What came first?
– The hen or the eg?
• Bandwith – services – handsets – supscriptions – critical
mass.
• Learn from Nike
– Just do it 
Thank you for your time
• Questions?