eircom The role of radio

5st April 2011

Trading Environment

Challenging environment

Severe competition

Switching culture

Rapidly evolving market

Customer Sentiment

Bundles

Tailoring

Winback

Value Add

BestService

Switching Market

Affinity

Authority

Authority

AwarenessFamiliarity

OpinionConsideration

Mainstream Media

TV, Print, Radio,Outdoor, Cinema

Role of Media - eircom

Media is our high street shop window.

Affinity

IntentionInteractionExperience

Loyalty

InteractiveMedia

Digital TV, On-line,Social, Mobile

TV53%

Radio26%

Online19%

Press2%

TV32%

Radio40%

Online9%

OOH13%

Press6%

Q4 ‘08 Q4 ‘10

From a heavy frequency generator.

From low cost production benefit.

From lower engagement goals.

Talk at lots of customers.

To an awareness converter.

To goal to cut-through & be distinctive.

To engagement being the critical factor

Talk to customers in meaningful way.

Role of Radio - eircom

Redefined the role of radio and within the overall media mix.

Currently has an important but more limited role within our mix…….

Role of Radio - eircom

There will be a clear role for radio as it;

Has the ability to speak to a mass

audience as well as targeted one.

Continues to deliver heightened levels

of consumption (2/3 of my target over

1hr).

Plays an important role as a call

converter.

HOWEVER, the extent of that role over the next few quarters will depend on it’s ability to broaden it’s scope and re-affirm it’s position which is currently being dictated by other channels.

(TV, Search, Display, Social)

Role of Radio - eircom

Broaden Scope

Delivery on Authority as well as affinity. Evolve from contacting

to connecting.

Media Convergence

Radio onmobile

Interactive p

osters via m

ob

ile,

Blu

e-too

th m

essagin

g

New

s fe

eds

to

dig

ital

bill

bo

ard

sM

ovies on mobile

MP3 files on mobile

Interactive TV voting via mobile

News on mobile

(Tablets)

Print on-line

TV

on

PC

, P

C o

n T

V

Mo

vies

on

TV

Movies on PC

Role of Radio - eircom

Broaden Scope

Delivery on Authority as well as affinity. Evolve from contacting

to connecting.

Innovate

Challenge the norm. From packages and deals to solutions.

Leverage assets.

Innovate Embrace digital

Innovate

Role of Radio - eircom

Broaden Scope

Delivery on Authority as well as affinity. Evolve from contacting

to connecting.

Innovate

Challenge the norm. From packages and deals to solutions.

Leverage assets.

Measure

Share the burden.

Role of Radio - eircom

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