coolTensuring cultural and educational support in a fun way

author: Alexandru Simionovexpert: Mădălina Ghiţă

team charterbackground:• outdated learning methods within the educational system

• no consistent tools on the market to promote and integrate culture, education and fun content• Young customers are data centric• online channel is increasing in customers choice of buying

We would have a competitive advantage on the market by deploying an app which includes cool and cultural (coolT app) content with the e-payment possibility.

• lack of interest• lack of motivation• low graduation ratehigh school graduation

rate 44,26% in 2012

proposition:coolT is a mobile application that will provide:

• interactive content, ready to revolutionize the way that students are learning nowadays

• Features:

“look for fun” search engine- deliver “hot this week” events (concerts, exhibitions, books, movies, etc.)

“set up reminder”– profile your user in order to provide dedicated content and target your needs

My Account integration with Facebook profile encapsulate users search/buy/like/share and map his profile/behavior Buy– e-payment integrated tickets and content (discography, e-books, audio books, video

tutorials)

Integrate all in one:Oraşul meu, Facebook, Deezer & Libon

- Chat about what is new- Share with others- Like what is cool

coolTlook and feel:

purpose:

• increase the company image through social responsibility campaigns• promote educational and social values. • encourage Youth to rediscover what values  are truly important to them in their own lives• target competition customers (downloadable app in Google Play and Apple iTunes)• integrate coolT within ORO offers in order to encourage downloads and gain revenues• safe online environment with SSO integration (credit card enrollment) • easy to manage, less expensive- integrating a series of products and services such as Libon,

Deezer, Oraşul meu, media library or e-payments, all in one app

customer promise:• satisfy your needs at a glance All in one app and dedicated content- search, discover, buy and share!• Simple customer journeyWhether if you’re an Hi-Tech engineer, or you are preparing to become a fashion designer, we promise you a user-friendly app.• target market needsWe know who you are, we know what you want, we can ensure you of a high quality app and a relevant, personalized and impressive content, based on your previous experiences.• time saving app with e-paymentWe respect your time, we make your money matter! We provide alerts for you to not miss any relevant event and you can pay right away- no need to go to a shop or on another online platform.• interactive platformYour opinions are all that matters to us! We will provide you with the opportunity to feedback your complaints, compliments and comments.

We promise to keep our promises!

Source Unit 2012 2013 2014 2015 2016 2017 2018

Contract Smartphone Devices Calculation 000s 644 1052 1357 1695 1942 2191 2181Prepaid Smartphone Devices Calculation 000s 601 934 1184 1431 1669 1938 2205 Total base Calculation 000s 1245 1986 2541 3125 3610 4129 4387% of total base Calculation % 14% 22% 30% 38% 44% 51% 54% app downloads Calculation 000s 25 31 36 41 44 app downloads out of dedicated offers Calculation 000s 12.7 15.6 18.1 20.6 21.9Revenue from dedicated offers-0.30 eur monetization Calculation 000s eur 3.8 4.7 5.4 6.2 6.6 26.7Revenue per app fee after 6 months free use (1 eur/month) Calculation 000s eur 45.7 56.3 65.0 74.3 79.0 320.3 347.0

Costsapp design and deployment Calculation 000s eur 40 0 0 0 0 30 70app content and updates Calculation 000s eur 10 10 15 15 20 70My Account integration Calculation 000s eur 10 0 0 0 0 15 25e-payment (credit card integration) Calculation 000s eur 0.01 0.00 0.01 0.01 0.01 0.03 165e-payment transactions Calculation 000s 1.3 0.9 1.1 1.2 1.3 5.8average value per transaction (1 eur) Calculation 000s 1.3 0.9 1.1 1.2 1.3 5.8

Overall Impact

182.0

Business case:182 k euro overall impact

m+1 m+2 m+3 m+4 m+5 m+6 m+7 m+8 m+9 m+10 m+11 m+12year 1

T0

DESIGNTHE SOLUTION BUILD THE SOLUTION

T1

Develop or adapt(ORO)

Integration

Validation phase

T2

m+1 m+2 m+3 m+4 m+5year 1

Prepare environment

ROLL OUT THE SOLUTION

Release the solution

OAM, support process

End to End testing

Self-accreditationin pre-prod.

T3

FUT

T4

CTC Simplicty

Accreditationin prod.

Develop or adapt

MARKET LAUNCH

Detailed design

Project management, Business Plan

Communication plan

Customer journey test results& corrective action plan

project plan:11 to 12 months deployment

Thank you!