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BRAND technology presentation: how to phone a brand or a nickname using its name
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…call my name…
Brands are in consumers mind, but…
…must know the phone number to reach it!
BMW
Technology
6 7 7 8 5699 9
Free app
Prefix and Universal Code generated by the app
Prefix and Universal Code generated by the app
No modifications to the network
LACOSTE
INTELLIGENTNetwork
Call automatically diverted
Carrier
Easy!
• Download a free app
• Select BRAND application on mobile
• Enter the brand name and send it!
Call my name• Every line may have many names associated• Every extension may have many names
– Cannedcat = 02.36.56.20.64– Cannedcat Customers = 02.34.67.234– Cannedcat Marsicano = 02.34.67.234
• Every User manages its names– Changes via phone and/or web
– Firms (SONY, 3M, TODS, BURBERRY)
– Brands (PLAYSTATION, PS2, ACQUA DI GIO)– Branches (HSBC Milan)
– Departments (ARMANI HOTELS)
– Extensions (MISSONI CEO, VERSACE AD)
– Global, International, National, Locals names
– Products (CD, books, software, make-up)
– Temporary names (polls, elections, games, lotteries)
BRAND servicesBRAND services
• LoansLoans• MakeupMakeup• HomeHome• TravelTravel• JobsJobs• MusicMusic• MoviesMovies• RecordsRecords
• LoansLoans• MakeupMakeup• HomeHome• TravelTravel• JobsJobs• MusicMusic• MoviesMovies• RecordsRecords
• TicketsTickets• InsuranceInsurance• FashionFashion• HealthHealth• NewsNews• SportSport• GolfGolf• OroscopeOroscope
• TicketsTickets• InsuranceInsurance• FashionFashion• HealthHealth• NewsNews• SportSport• GolfGolf• OroscopeOroscope
Generic NamesGeneric Names
Why?
• Brand Awareness
• Customer Care
• Competition
• Customers Impulse Buying
• Privacy
must have!must have!
Vs.
C2P Consumer to ProductC2P Consumer to Product
Impulse buyingMobile buying
Privacy
Impulse buyingMobile buying
Privacy
Automatic AnswersInteractive Dialogues
Open 24 hours
Automatic AnswersInteractive Dialogues
Open 24 hours
CHANEL5
BRAND for brandsBRAND for brands
• An annual fee to be searchable via BRAND – Annual fee: 500 1,000 €
– Initial target: top 15,000 brands & organizations• i.e. advertising big spenders
– Callers do not pay for BRAND services
• Brand owner do not pays fees• End users pay a premium rate to call via BRAND
• Mixed model– Annual fee and a premium rate for every call
BRAND for peopleBRAND for peoplecall my nickcall my nick
Jeketta
Lalla
User pays a monthly fee (1€) for every nick associated to phone number
Italian Market DataItalian Market Data• SIMs: 80 millions • Single Users: 40 millions • €12 fee user/year = € 480 million/year
0,5% = 200.000 users = 2.400.000€ 1% = 400.000 users = 4.800.000€ 5% = 2.000.000 users = 24.000.000€
1 call per user every year 40.000.000 x € 0,15€ = 60.000.000€
contacts:
Roberto Marsicano
Viale Corsica 4520133 Milano
Italy
Tel +39.02.36.56.20.64
Mob. +39.339 64 81 742
BRAND Trademark - BRAND System Copyright - All rights reserved. Patents pending
