Responding  to:  RFQ  by  Umniah  Telecom,  2010  Instruc?ons  to  Bidders  and  General  Requirements  for  Media  Agency    Prepared  by:  Zainoun  A)eh  Sta?s?cs:  Tech  Tracker  by  IPSOS  Stat,  Jordan  

Kindly  note:    This  copy  is  for  showcase  only.    In  response  to  the  request  by  AGA  this  copy  the  following  sec?ons  were  removed:  

 III  Media  Planning.    IV  Crea?ve  Media  Ideas.  

The  CEO  of  Umniah  is  a  re?red  professional  basketball  player—thus  the  relevant  images  and  terms  as  a  gesture.  

Content  

Fundamentals:  RFQ  Summery  Umniah:  Quick  Facts  Basic  Demographics  Market  Growth  RFQ  Objec?ves  I.  Strategic  Direc?ons        Communica?on  Strategy  

–  Postpaid  Line  –  Ana  Shabab  –  Thema?c  Campaign    

II. Opportunities 2010 II.A. Brand of Choice II.B. Market Share Increase

II.B.1. Military II.B.2. West Amman II.B.3. Females II.B.4. Business/Corporate II.B.5. Internet II.B.6. Teachers II.B.7. The Younger

III. Media Planning IIII. Creative Media Ideas

Fundamentals  

Umniah:  Vision  To  lead  the  widespread  use  of  telecommunica?ons  services,  secure  a  significant  market  share  in  Jordan,  and  propel  success  into  regional  markets.    

Umniah:  Mission  To  provide  customer-­‐centric  telecommunica?on  services  through  superior  management,  beXer  value  proposi?ons,  and  advanced  technology,  thereby  maximizing  stackeholder’s  value.  

 

Fundamentals  

Umniah:  Value  Defini2on  Young  and  fun  Futuris?c  Con?nuously  seeking  a  new  challenge  Results  through  teamwork  Transparency  Good  ci?zens  Making  a  difference  

   

Quick  Facts  

According  to  the  RFQ  by  Umniah  (based  on  2009  sta2s2cs):  •  Leading  the  youth  market  •  Market  share:  27%  of  Jordan’s  mobile  phone  lines.  •  1.6  million  subscribers  •  Pioneer:  TPS  (Tariff  Per  Second)  •  Compe??ve  tariff  •  Pioneer:  Voice  SMS,  Ring  Back  Tone,  WiMax  tech  (Umax)  •  Integra?on:  Mobile,  Internet,  Business  Solu?ons  

Quick  Facts  

According  to  Tech  Tracker  2010*:  Umniah  holds  a  market  share  of  30.9  %  of  the  mobile  phone  lines  subscrip?ons  in  Jordan!    

*To  be  published  soon  (AGA  acquired  a  pre-­‐published  copy).  

Basic  Demographics  

This  is  the  surveyed  sample  which  represents  the  target  market.  According  to  laws  and  regula?ons,  targets  are  15+  years  old.  

Market  Growth  

Growth of mobile subscribers from 2005 to 2009.

RFQ  Objec?ves  

According  to  the  RFQ  by  Umniah:  •  To  posi?on  Umniah  as  the  brand  of  choice.  •  Maintain  Umniah’s  exis?ng  client  base.  •  Maintain  leadership  in  the  youth  market.  •  Increase  the  market  share  in  the  mass,  army  and  expat  

segments.  •  Focus  on  increasing  the  post-­‐paid  subscribers  base.  •  Create  further  awareness  of  the  internet  services  and  

highlight  that  Umniah  is  a  Wimax  expert.  •  Conquer  the  business  segment  by  offering  flexible  tailored  

corporate  offers.  

I.  Strategic  Direc?ons  

I.  Strategic  Direc?ons  2010  

Defense  Before  Offence!  Concluded  aier  a  thorough  look  into  the  Communica?on  Brief  and  analysis  of  the  2010  objec?ves,  to  outline  a  communica?on  and  media  strategy  for  Umniah.  

I.A.  Post-­‐paid  Subscrip?ons  

To  increase  postpaid  market  base  by  re-­‐launching  Mazaya  with  Added  Value!  

Brilliant!  and  lower  tariffs?  

Not  Brilliant!    Why  not?  

I.A.  Post-­‐paid  Subscrip?ons  

Because  Umniah  is  already  leading  the  compe??ve  tariffs!            

I.A.  Post-­‐paid  Subscrip?ons  

and  any  further  reduc?on  might  risk  the  MSP            

I.A.  Post-­‐paid  Subscrip?ons  

and  on  current  tariffs  Umniah  is  achieving  the  highest  percentage.  

         

I.A.  Post-­‐paid  Subscrip?ons  

Accordingly,    

Zone  Defense  

is  recommended  to  sustain  the  lead  in  this  category,  as  this  year  it’s  Defense  Before  Offence.  

I.B.  Ana  Shabab  

“To  maintain  leadership  among  young  ages,  win  more  customer  base,  and  build  loyalty  by  adding  value  packages  and  free  connec?on  to  social  networks”.  So,    

What  are  the  shares  by  age?  

I.B.  Ana  Shabab  

Umniah  young  age  share  is  the  biggest  local  market  share  

I.B.  Ana  Shabab  

And  the  biggest  virgin  share  is  among  the  young  

I.B.  Ana  Shabab  

And  Umniah’s  biggest  share  per  age  is  among  the  youth,  but  there  is  some  decline!  

I.B.  Ana  Shabab  

So  Umniah  should  

Defend  this  share  by  face-­‐liPing  it’s  dynamic  and  young  personality,  because  this  year  its  Defense  Before  Offence.  

I.C.  Thema?c  Campaign  

“To  remind  customers  of  Umniah’s  TPS  (Tariff  Per  Second,  USP)  and  highlight  it  to  prospec?ve  customers,  and  to  establish  brand  awareness  and  personality”    

Is  TPS  a  strong  incen2ve?  

I.C.  Thema?c  Campaign  

TPS  is  sells  in  the  weakest  purchase  power  areas…    

I.C.  Thema?c  Campaign  

…and  Orange  is  compe?ng  in  the  same  low  purchase  power  areas  with  higher  tariff  and  no  TPS…  

I.C.  Thema?c  Campaign  

…  and  brand  loyalty  is  at  risk  (the  brand  image  is  perceived  as  a  low-­‐?er  brand  by  people  aged  25+,  by  higher  purchase  power,  and  by  people  with  social  image  sensi?vity)…  

I.C.  Thema?c  Campaign  

So  Umniah  might  choose  to  defend  this  zone  by  building  a  more  character-­‐match  brand  or  sub-­‐brand  to  the  lower  purchase  power  market.  

Unless…  There  are  other  opportuni)es!  

II.  Opportuni?es  2010  

II.  Opportuni?es  2010  

Strong  Defence  Forces  Turnover  What  opportuni?es  occur?  Umniah  can  first:  •  Grow  Brand  Loyalty.  •  Add  Value  to  Exis?ng  

Subscrip?ons.  •  Avoid  Risk  by  Changing  

Percep?on.  

II.  A.  The  Brand  of  Choice  

First  inves?gate  if  there  is  any  weakness  in  AIDA:  In  achieving  Awareness?  In  crea?ng  Interest?  In  influencing  Decision?  In  causing  Ac?on?  Sta?s?cs:  the  market  is  aware  of  Umniah  and  it’s  tariff  leadership.  It  is  a  highly  recognized  brand.  However…  

II.  A.  The  Brand  of  Choice  

Reasons  behind  Decision  &  Ac?on  weakness  need  to  be  inves?gated…  

II.  A.  The  Brand  of  Choice  

And  weakness  in  interest  in  Amman  West  region  (and  “others”)  needs  to  be  inves?gated…  

II.  B.  Increase  Market  Share  

2.  Look  further  to:  Expand  narrow  market  bases.  Tackle  neglected  audience.  

Which?  “The  Mass,  The  Army,  Amman  West,  Female,  Corporate,    Internet”  Any  other  segments?  

II.  B.  Increase  Market  Share  

1.  The  Army.  Does  Umniah  need  to  spend  extra  on  a  segment  which  it  already  leads  by  cost  incen?ve?  

II.  B.  Increase  Market  Share  

2.  Amman  West.  A  high  purchase  power  target  that  needs  to  be  tackled…  

II.  B.  Increase  Market  Share  

2.  Amman  West  Building  a  more  valuable  and  socially  perceived  brand  image  by  

Engagement  Ac?vi?es  Social  sponsorship  Targe?ng  influencers  

II.  B.  Increase  Market  Share  

3.  Females.  The  gender  that  least  subscribes  to  Umniah  

II.  B.  Increase  Market  Share  

3.  Females  A  Inves?gate  females’  percep?on  of  Umniah  and  aXract  Females  in  Amman  West  and  other  areas:  •  Ac?vi?es  (Tennis  League,  

basketball  League,  football  league..  Etc.).  

•  Promo?onal  Materials.  •  Special  Programs  

concerning  females.  

II.  B.  Increase  Market  Share  

4.  Corporate.  A  high  purchase  power  target  (not  essen'al)  where  Umniah  can  compete  in  group  offers  and  business  solu?ons.  

II.  B.  Increase  Market  Share  

5.  The  Internet.  Umniah  is  well  recognized  as  an  internet  provider,  second  to  Orange.  

II.  B.  Increase  Market  Share  

5.  The  Internet.  Why  does  Umniah  have  equal  subscrip?ons  to  brands  with  much  less  recogni?on?  Where  is  the  weakness  in  AIDA?  Inves2ga2on  needed.  

II.  B.  Increase  Market  Share  

5.  The  Internet.  Who  is  willing  to  change  the  provider  and  what  is  the  virgin  market?  

II.  B.  Increase  Market  Share  

6.  The  Teachers  (un-­‐tackled  segment).  The  public  schools  teachers  sum  up  to  65,684,  and  the  overall  schools  teachers  are  83,849  

Sugges2on:  The  Teacher’s  Line  

II.  B.  Increase  Market  Share  

7.  The  younger  (un-­‐tackled  segment).  In  the  course  of  growing  in  Amman  West,  Umniah  can  look  into  the  youth  below  15  years  old—grow  loyalty  in  the  biggest  prospec've  market  by  star'ng  loyalty  programs.    

III.  Media  Planning  IV.  Crea?ve  Media  Ideas  

Removed  from  this  copy  in  response  to  the  request  by  AGA