FiOS Presentation

The World Is Brighter With FiOS David BenBassett

Nicole SpirosXiaoXiao YuFrank PirogYoung Lee

Verizon FiOS

•What is FiOS•Sales and Market Share•Subscribers

What is FiOS

Fiber Optic Service High speed internet Highest picture quality

Integrated TV, Phone, and Internet Widgets Caller ID on TV Streaming to computers

Triple-Play Bundle

Sales and Market Share

$5.5 Billion in FiOS Revenue

FiOS25%

Pay TV Market

3.3 Million FiOS TV

3.9 Million FiOS Internet

Key Findings

•Common Words•Positioning•Current Ads•Consumer Behavior

What does FiOS Stand For?

Current Positioning

The only Fiber Optic Triple-Play

Positioning by Features DVR Integrated services

Positioning by Price Tiered price points

Positioning by Quality Super fast Internet High picture quality

Current Advertising

Consumer Behavior

Men appreciate advanced features 18-34 Older view as commodity

Women more likely to make purchase

Asian Americans more likely to spend

Married with children more likely to spend

Most people still watch TV during original broadcast Increasing desire for DVR convenience

Under 45/ high income more likely to switch service Early adoption

Recommendations

•In the Works•Bucket Breakdown•The World is Brighter•See the Light

Target Audience

Adults Age: 18-34

Families

High Income >$100,000

Middle classAsian Americans

What’s In The Works?

Extreme Makeover

City Posters

Retention Emails

DVR Banners

Circulars

Social Media

Fantasy Football

Campus Reps

Stadiums

Filling the Six Buckets

Total Budget: $412,500,000

Costs based on run time of one year in an estimated 10 cities (where applicable)

Advertising - $245,586,868

Sales Promo - $14,875,000

Direct Mail - $102,800

Digital - $13,940,000

PR -$4,000,000

Personal Selling - $162,000

Television

Prime Time Dancing With the StarsGrey’s AnatomyCSIHouseFringeBiggest Loser

SportsCollege FootballNBASunday Night FootballSuper Bowl

CableESPNCNNFood NetworkHGTV

Print

All Ads Full Page/Color

Outdoor Marketing

Inner-city Posters

Targeted to Asian Americans Pay more attention to outdoor ads

10 FiOS ready Cities

Rotated throughout for 1 year

Sports Marketing

Inner Stadium Advertising Simple FiOS logo ads Quick price-point flash through

10 Stadiums

Major FiOS areas

The World is Brighter with FiOS

The World is Brighter with FiOS

TV+Internet+PhoneGet the FiOS Triple Play for just $89.99 per monthLearn more about FiOS at www.verizon.com/FiOS

TV+Internet+PhoneGet the FiOS Triple Play for just $89.99 per monthLearn more about FiOS at www.verizon.com/FiOS

The World is Brighter with FiOS

It’s Time for You To See the Light

Click icon to add picture

Family watching TV

Family watching TV

Little boy runs to the window

because he sees a light

Little boy runs to the window because he sees a light

Click icon to add picture

The boy goes outside and finds a bright ball

of light

The boy goes outside and finds a bright ball of light

He picks up the ball of light and brings it home

Click icon to add picture

Click icon to add picture

The boy brings the light inside and his family marvels at the transformation of

their TV

The little boy also notices an astonishing change in the speed of the family’s Internet

He then looks to the telephone that has also been enhanced by the FiOS

Click icon to add picture

Pan out to see the family's house on the street light up from Fios

The World is Brighter With FiOS

It’s Time for You to See The Light

Visit us at Verizon.com/FiOS

The commercial closes with the second slogan tied in with the Social Media, pushing people to the website