Creativity vs.Technology - elmayorportaldegerencia.com€¦ · Creativity vs. Technology •Confusing and misleading tariff and product offer. •Poor level of digitalization (35%)

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Visit : www.tim.com.pe www.mundotim.com.pe www.timnet.com.pe

Creativity vs. TechnologyMiami, xx september ,2002

By : Giampaolo Guarino Marketing [email protected]


6 0 , 4 %

TIM: creado el 14 de Jul io 1995Escis ión de las act iv idades de operaciones de te lefonía móvi l de Telecom I ta l ia (operador de telefonía f i ja y Holding Group).

1 0 0 % Clientes de TIM

• 63 ,8 M i l l o n e s d e c l i e n t e s e n e l r e s t o d e l

m u n d o

H i s t o r y

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Index

•Developing a messaging portfolio

•Focusing on intelligent SMS applications

•Envolving towards new SMS experiences

•Market Scenario


S c e n e r y b e f o r e T I MC r e a t i v i t y vs . T e c h n o l o g y

•Con fus i ng and m is l ead ing t a r i f f and p roduc t o f f e r .

•P o o r l e v e l o f d i g i t a l i z a t i o n ( 3 5 % ) c o m p a r e d t o

n e i g h b o u r c o u n t r i e s .

•I m a g e o f a m o n o p o l y a n d n o n c o m p e t i t i v e m a r k e t .

•P o o r l e v e l o f c u s t o m e r s e r v i c e .

•H i g h d i s c o n t e n t f o r l o n g t e r m a g r e e m e n t s .

•N o n s e c u r e c o m m u n i c a t i o n l i n k s , e a s i l y i n t e r c e p t e d .

•No d i f f e rence i n r eg iona l ma rke t i ng s t r a teg ies .

•C o n f u s i n g b r a n d o f f e r .

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• Introduction of TIM into the wireless communication market which immediately becomes more dynamic and competitive.

• TIM becomes the leader as our competitors copy our main strategies and actions.

• Implementation of client fidelity programs and winning of clients by our competitors.

• Aggressive advertising and promotional campaigns.

• Competitors new structure of tariff plans based on timetables and prices.

• Different commercial proposals for every region and geographical zone.

S c e n e r y a f t e r T I MC r e a t i v i t y vs . T e c h n o l o g y


C o v e r a g e

We are in 15 cities

W e a r e w o r k i n g t o c o v e r a l l

p e r u v i a n t e r r i t o r y

C r e a t i v i t y vs . T e c h n o l o g y

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Developing a Messaging Portafolio

•C l a s s i c S M S

•In te rna t i ona l S M S ( s a m e p r i c e o f l o c a l S M S ) ( 4 3 c o u n t r i e s

a n d 7 0 O p e r a t o r s )

• In te rcar r ie r S M S ( B e l l s o u t h a n d T e l e f o n i c a )

•S M S a p p l i c a t i o n s (chat , vo t i ng , in foserv ices , qu iz )

•R i n g T u n e s & I c o n s (S m a r t M e s s a g i n g , E M S ) .

•A n n o n y m o u s S M S , D e l a y e d S M S

•S M S no t i f i ca t i on o f m i ssed ca l l s wh i l e un reachab le

( mobi le o f f o r ou t o f c o v e r a g e)

Price SMS

$. 0.07


Use of STK in order to estimulate the

use of them

M o b i l e S o l u t i o n s f o r C o n s u m e r


Developing a Messaging Portafolio

•P u s h & P u l l b u n d l e o f m e s s a g e s

•D a t a b a s e l o o k u p

•F l e e t M a n a g e m e n t

•S a l e s F o r c e A u t o m a t i o n

•Log is t i c / I n v e n t o r y

•T e l e m e t r y

•V e h i c l e L o c a l i z a t i o n ( G P S b a s e d A V L )

•S e c u r i t y / A l a r m s

M o b i l e S o l u t i o n s f o r B u s i n e s s


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Focusing on intelligent SMS applications

P r o d u c t s a n d S e r v i c e s

TIMchip 32Kb

3 2 K b S I M Ca rd t ha t eas i l y g i ves you

access to i n te rac t i ve se rv i ces

First operator

in Americas w/STK

(1Q’02)



• Pu l l I n fose rv i ces

• E- ma i l

• C o m m u n i t y s e r v i c e s (cha t )

• C o m i n g s o o n: mob i l e bank ing , b a l a n c e c h e c k & v i r t u a l r e c h a r g e ( top - up) ,

d o w n l o a d f u n , po l l s


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In t roducing Key Messaging systems to your audience


Fi rs t S M S pee r - t o- p e e r g a m e in Pe ru . I t a l l ows

o n e- on- o n e g a m e s t h a t s i m u l a t e p o p u l a r

a c t i v i t i e s ( s o c c e r p e n a l t y s h o o t o u t , h o m e r u n

d e r b y , b a s k e t b a l l d u n k c o m p e t i t i o n , e t c . )

F i rs t S M S Tr i v i a game in Pe ru ( W o r l d Cup ’02)

F i rs t S M S s c o r e p r e d i c t i o n g a m e i n Pe ru ( W o r l d

C u p ’02)

W o r l d C u p I n f o s e r v i c e s : N e w s , S c o r e s , C u r i o s i t i e s

and S ta t i s t i c s



La casa de Gisela


Fi rs t S M S a n d I V R Rea l i t y S h o w pol l in P e r u

Sony - E r i c s s o n / M T V / T I M c o- b r a n d e d S M S

po l l f o r MTV La t i n Amer i ca V ideo Mus i c

A w a r d s

BLAH! : F i r s t S M S i n t e r n a t i o n a l w i re less

c o m m u n i t y in Pe ru

R a d i o Z e t a / T I M c o b r a n d e d S M S q u i z g a m e

Fi rs t S M S a n d I V R q u i z g a m e i n P e r u ,

b a s e d o n p o p u l a r p r o g r a m W h o W a n t s t o

be a Mi l l i ona i re?

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R i n g T u n e s & I c o n s p l a t f o r m , i n t e g r a t e d t o

p rov i s i on i ng & b i l l i ng , P repa id and Pos tpa id .


Envolving towards new SMS experiences


•En r i ch B L A H ! w i r e l e s s c o m m u n i t y , t h a t a l l o w s p e o p l e f r o m d i f f e r e n t

c o u n t r i e s t o i n t e r a c t t h r o u g h a s e t o f i n t e g r a t e d t o o l s : L B S , d a t ing

s e r v i c e s , g r o u p m e s s a g i n g .

•I m p l e m e n t a d v e r t i s i n g m e c h a n i s m s o v e r t h e B L A H ! C o m m u n i t y , f o r

e x a m p l e , s e n d c r o s s - p r o m o t i o n i n r e s p o n s e t o a n y M O r e q u e s t , t a i l o r e d

to t he p ro f i l e o f each reg i s te red use r .

• I m p l e m e n t r e f e r r a l p r o g r a m s o v e r t h e B L A H ! C o m m u n i t y , t h a t a l l o w

u s e r s t o i n d i c a t e o t h e r s a n d b e r e w a r d e d .

•Work c l ose l y w i t h t h i r d - pa r t i es (Te lev i s ion , Rad io , P r i n t Med ia ) i n o rde r

t o s t i m u l a t e t h e B L A H ! C o m m u n i t y

•M M S

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Creativity vs.Technology - elmayorportaldegerencia.com€¦ · Creativity vs. Technology •Confusing and misleading tariff and product offer. •Poor level of digitalization (35%)