Partner marketing 22 march

Confidential © iris 2011

From channel to

partner marketing


defining the challenge

the iris way

Putting the theory into practice

wrap


it’s a complicated worldout there


and an increasingly competitive and commoditised marketplace

(some of) the contenders


Handset eclipse

Phone (hero)

Network (hidden)

consumer


So let’s not fall at the final hurdle


Business context

Partner marketing is the key discipline to drive conversion• Multiple buying / influencing touchpoints• Focused in & around the pop

We need to effect a step change in behaviour:• Re-energise relationships• senior level contact• upfront investment to drive sell-through



the iris way


wrap


Product driven

• Constant ranging cycle

• Focused on sales

Short term

• Tactical activity

• Templated creative

• standardised plan / formats

Meeting our customers’ terms

Channel marketing

Partner marketing

content / experience driven

• Build brand and product

• product benefits (not features)

Longer term

• powerful marketing programmes

• differentiate / make us famous

• 360o activation

Playing by our rules





How can we break the cycle?

Super-brandQuality

credentialsInnovation driver

Millions of consumersecosystem

Value creationTrade

engagement


Partnership marketing in 2012

Buy it

Demand it

Engineer it\/


86% of Top Marketers Say

Partnership collaborations are

sacrosanct to Innovation

2011 “GE Global Innovation Barometer,” an independent survey of 1,000 business executives in 12 countries,

“The decision to partner with someone else

should be purely based on their

ability to deliver for you and for

you to deliver for them”

Ron Kunitzky “Partnership Marketing: How to Grow Your Business and Transform Your Brand Through Smart Collaboration”

Progressive Partnership

What we bring What they bring

Super-brandQuality credentialsInnovation driverSony consumersecosystemValue creationTrade engagement

VisibilityConsumers

ServicesRetail

environments

Progressive Partnership:growth agenda


Accelerator for progressive partnership

Hygiene factor

Core Creative platform

POS IncentiveStaff engagement


…and optimising our activity around the right touchpoints

Source: Google Shopper Science


…and optimising our activity around the right touchpoints

Source: Google Shopper Science



the iris way


wrap


Strategic path

consumer

vision

1-3 plan

websites

Progressive Partnership

1. 2.

3.4.

Optimisation plan

trade

Customer

Field team

Manuf. events

POS / demo

Sell in

Mkting support

Co-op ATL

Performance

Brand effect

Behaviour effect

business effect

Platform

insight

Shared agenda

Consumer

Websites/ Call

Centres


‘business’

‘brand’

‘product / service’

‘audience’

StrategyWhere they are

heading

observationWhat we’ve

noticed

‘Partnership dashboard’

Maximisers key value focus

digital tribes (next maximisers)

Sme increase relevance

3 currently winning battle with best phones and cheap tariffs

Not seeing the full sum of added value benefits

Added value:Orange Wednesdays – huge retention

driverSwappables – free subscription content

Magic numbersFilm to go

Need to increase tariff sign-up

Simplify / enhance key vale adds e.g. swappables

Become best Network

Improve Service

Build customer trust and relevance

Phone build quality key to trust & service

Maintain differentiation from T-mobile

½ say they will leave (trust issues over price)

which

More for more value

Going the extra mile

More considered purchase

grow value of key benefitsFilm core strength – O2 included

cinema in priority


Accelerate your brand

Value additive (new music monsters)

Customer service(reliability, reduce complaints)

Differentiation(beyond smartphone)

Partnership opportunity‘Partner marketing

briefs’

Ultimate film festivalSecret cinema, Imaginative Wednesdays, film

makeover

Film to go for all (Android) SONY video unlimited – Spiderman

Better with… phone appdedicated service team, phone tutorials, play,

watch…

Connected livesexclusive services, set up help, ‘pop-up’


‘business’

‘brand’

‘product / service’

‘audience’

StrategyWhere they are

heading

observationWhat we’ve

noticed

‘Partnership dashboard’

Strong sme / corporate Seen as a corporate beast by consumers

Power to you

Huge rational trust

Increase emotional inroads

Emotion – more playful, intelligent, britishness

VIP – fashion, f1, festivals (big rewards for few)

Freebies (key PAYG acqui. Driver)

Most robust network

New store formatsNiche innovation (make

broader)

Sony Vita exclusive Network story – product service proof points

Commitment to csr

Driving supermobile (data)

Focus on NPS customer satisfaction

Competitive pressure on data (3)

NPS shifts based on ‘service’ / value excellence


Accelerate your brand(emotional growth, passion points)

Value additive (amplify emotional VIP)

CSR(world of difference)

Differentiation(beyond smartphone)

Partnership opportunity‘Partner marketing

briefs’

VIP storiesVIP experiences brought to life by Sony xperia

Supermobileexclusive services, set up help, ‘smarter’

phones

Imaginative supportMatched fund, giving, celebrate imaginative

people

Exclusively from Xperiasony artist, gaming, imagination made real



the iris way


wrap


Partner marketing journey

Partners’ terms

Shared ‘growth’ agenda

Progressive partnerships

Productlaunches


deep understanding of partners’ business

adding value through progressive partnerships

Pin point focus onconversion

the right hand man of your national account and marketing managers


The next chapter…


Thanks


only 18% of people are actively looking for a new mobile at any one time

Source: PHD Handset Purchase Journey Quant Study – August 2011R=2893 (UK)

18%


our opportunity is to develop long term relationships to catch the remaining 82%


18%


influencing purchase inside and outside of retail…

Mobile Handset Path To Purchase: What’s Decided On What Each Stage

Pathway:

Not Consideri

ngConsideri

ngResearchin

gDeciding Buying

Decision: 1. Network: 61% 63% 68% 68% 64%

(% that have decided)

2. Type of Contract: 68% 70% 76% 75% 65%

3. Operating Software:

34% 53% 58% 64% 59% Not

decided

4. Handset (exc Apple/Blackberry):

52% 29% 46% 51% 57% Decide

d
