upc way conference 15/16 nov 1999 chello brand overview"

2 upc way conference 15/16 nov 1999!

chello: m@ximum interactivity!

•  the #1 non-us based broadband internet company!

•  operating company of united pan-european communications (upc)!

•  provide high speed AORTAtm, chello’s multinational ip broadband network!

•  multinational chello brand and content tailored to meet the needs of individual markets!

•  distribution through upc service company cable tv and other broadband network partners and outreach technologies!

3 upc way conference 15/16 nov 1999!

1999 marketing objectives!

1.  evangelise chello as the no. 1 broadband brand leader in europe!

2.  accelerate market growth in affiliate countries and acquire additional 130,000 subscriptions in 1999!

3.  build top 10 internet brand in affiliate countries and top 3 in affiliate territories!

4.  internet brand with the most satisfied customers!

4 upc way conference 15/16 nov 1999!

evangelise chello as the no.1 broadband brand leader in europe !

Since the IPO in February, UPC management has has delivered on the plans it set out during the road show. We see the main achievements in this period as including: The successful launch of chello, the high-speed internet access business.

source: ft new media markets

source: inside cable and telecomms europe

chello alone offers the speed that cable internet subscribers should expect source: consumentengids, november ‘99

ISDN less popular than cable Dedicated internet users prefer cable “the number of requests for a broadband internet-connection in the Netherlands is exceeding that for ISDN – lines” announced chello top executive . Iain osborne at ECC ‘99

source: brabants dagblad 20 october ‘99

source: goldman sachs 21 september ‘99

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chello drives growth # 1 in european broadband!

52662

80200

12913

24338

36650

0

10000

20000

30000

40000

50000

60000

70000

80000

3Q 98* 4Q 98* 1Q 99* 2Q 99 3Q 99

total billed accounts

* supported by upc"

6 upc way conference 15/16 nov 1999!

chello brand awareness!

research conducted by interview nss, amsterdam n=334 total sample

chello brand awareness research netherlands sept / oct 99

5.4% 7.4%10.2% 10.8%

4.7%

29.2%

38.0%

44.0%

34.1%

27.5%

Total pc users Internetusers

Eindhoven Amsterdam

spontaneous prompted

7 upc way conference 15/16 nov 1999!

customer dissatisfaction with chello!

7%10%

34%

19%

30%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Excellent Very Good Good Fair Poor

•  helpdesk!–  “i called 7 times, faxed 8 times and it did

not help”!–  “the system is good but the service is

really bad. i have a problem but i can’t reach anyone. nobody is responsible”!

•  installation problems!–  “a mechanic has visited 4 times in 3

weeks and it still does not work”!

•  slow speed!–  “i find the service slow sometimes, the

service freezes”!

•  general unprofessionalism of company!–  “i have been a customer for 2 months

and it does not work but i still pay. i am very very disappointed. i am signing off and going to another isp”!

research conducted by hepworth consultancy, netherlands, october 1999

source: almeren alledaags, 20 october ‘99

“The word UPC is causing bloodshot eyes to the people of Amsterdam.

This papers editors are dealing with UPC’s customers everyday complaining

on the phone, hoping the publicity will end their pitiful confrontations with upc.”

8 upc way conference 15/16 nov 1999!

the brand created for interactive services!

9 upc way conference 15/16 nov 1999!

chello brand definitions !

company vision: to provide interactive services, for everybody, anytime, anywhere

brand vision: chello is your interactive companion brand mission: give our customers the best interactive experience brand positioning: chello gives me the best interactive services, anytime,

anywhere, in an easy to use and entertaining way brand values: innovative, friendly, exciting brand proposition: chello is your interactive companion, bringing you more

than you can imagine

10 upc way conference 15/16 nov 1999!

chello life cycle!

time

5%

15%

30%

intro launch building mature

mar

ket p

enet

ratio

n

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anticipate new universe of portals!

WAP PDA

portals

TV PC

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general marketing approach!

•  chello marketing creation is a service for affiliates, not a cost for affiliates!

•  chello will match affiliates’ variable marketing activity budgets!

•  budget allocation policy for 1999!

source: marketing team forums 23 february ‘99

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hello, i’m chello introduction campaign!

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chello introduction advertising!

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customer acquisition!

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action centred campaigns!

www.chello.nl

prospect info number

local radio local tv, info channel

outdoor

www. chello.nl

demo’s / events webvertising/ cable comp.site/ search/... print advertising

direct marketing (mail/tel.)

response generating marketing activities / campaigns

reply address

response capturing channels (inbound)

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prospect management!

www.chello.nl prospect info number reply address

entry prospect data

prospect & customer data

communication history

maildrop/sending mailpack outbound tel. call

printing & fulfilment call lists & scripting

e-mail/on-line reply

validate qualify determine follow-up • what, how, when • real-time, outbound

follow-up media/channels (outbound)

rfs/ network

data

e-mail/on-line texts

marketing data mart

reporting & analyses

18 upc way conference 15/16 nov 1999!

driving for customer satisfaction!

•  objective!–  internet brand with most satisfied customers!

•  approach!–  agree customer service criteria between chello and upc service

company!–  ‘chello service partner’ credentials !

•  monitoring!–  customer satisfaction tracking survey!

!

20 upc way conference 15/16 nov 1999!