The Brief
OSCR launched on October 22nd 2009, when companies interested in submitting ideas could meet with representatives from Orange to further understand their requirements. See videos and presentations from the day.
Orange invites proposals for innovative products, services, solutions or business models that grow audience share, increase customer loyalty and create significant revenues (in excess of €20m over 3 years). Winning proposals will receive investment from Orange.
We are looking for new opportunities to build our relationships with customers over web, mobile and TV through innovative and engaging propositions that build audiences, increase customer engagement and strengthen the Orange brand. The proposals should either directly or indirectly support the creation of distinctive and engaging propositions that will create measurable and tangible value for both Orange and our customers and that will differentiate Orange in the market.
Leading proposals are likely to include a mixture of technological, product, customer experience and proposition innovation.
An example of a winning proposition is Orange Wednesdays, which demonstrates an innovative approach to customer engagement combining tangible real world customer benefits through cinema visits, content, services and our strengths in mobile. The result is a market leading customer experience.
Areas of Opportunity
Orange invites proposals for innovative services, products, solutions and business models which utilise the following:
- Messaging: innovative communication solutions on-top-of or beyond Orange’s existing email, personal information management, instant messaging, chat etc… services.
- Communities: content sharing, commenting, community interaction, recommendation, aggregation or personalisation networks.
- Cross channel portability/optimisation solutions: content/services optimised across web, mobile and TV.
- Leverage of mobile assets: identity, location, interactivity and location/geo-based services, ad-funded offers, other services to enrich mobile experience.
- Personalisation and customisation: behavioural targeting, customer data intelligence, contextualisation, profiling and personalisation capabilities to directly support customer experiences.
- Audience Enablers: syndication APIs, billing models, monetisation platforms and Web 2.0 enablers, search capabilities.
We are specifically interested in co-developing services that fit with the following content areas: Travel, Personal Finance, Style, Celebrity, Cars and Sport.
Outside of these areas, Orange is interested in any service or business model innovation that can generate audience and advertising business, whatever the screen (Web, Mobile or TV).
Applicants should always take note of current Orange propositions and existing capabilities and where possible seek to avoid duplication. Proposals that substantially replicate existing functionality should if possible be avoided.
All proposals should where possible be accessible through web, mobile or TV with a strong focus on mobile and the creation of excellent and market leading customer experiences. Proposals that focus on one screen should be avoided.
Criteria
To be of interest to Orange all proposals must meet the following criteria:
- Be a service proposition which is of demonstrable value to Orange customers.
- The service must be novel and contain differentiating factors versus existing services.
- The service innovation must be in trial, pilot development or in full production and commercially available.
- Have the ability to generate total revenues in excess of €20m over 3 years.
- Have a tangible and measurable business case for Orange and a proposed relationship between you and Orange.
- Preferably be standalone solutions, requiring limited integration or low impact to existing infrastructure.
- Be applicable first to the UK & European markets and then possibly to other countries where Orange operates.
Background
Orange has built a large audience across Europe on three screens (Web, Mobile, TV), ahead of all the other telecommunications operators, and it continues to grow every day.
- Web: Today, with over 55 million unique visitors in the world, Orange is the European player and operator with the largest audience on the Web.
- Mobile: In addition to its strong position on the Web, Orange is fuelling the use of the mobile Web amongst its 122 million customers worldwide. Thanks to its Orange World portal and numerous applications like music, TV and sports; Orange is developing new uses and increasing its mobile audience.
- TV: Orange is a leading global IPTV operator, with 1.7 million connected households and a specific content offer (Orange TV portal, Orange Foot, Video on Demand, Orange Cinema Series, etc.).
Tomorrow’s Advertising
Digitalisation supports new advertising approaches with increased personalisation, localisation and interactivity, and encourages the development of three-screen (Web, Mobile, TV) advertising campaigns.
Through its AdEurope network, Orange is able to fill the needs of all European advertisers. AD Europe is a worldwide online media network offering global digital advertising solutions with country-specific customisation in more than 60 countries and 26 languages around the globe.
Orange is constantly innovating and creating new forms of advertising to lead advertisers to a wider, better-targeted audience, both at home and on the move:
- With mobile advertising, the mobile becomes a fully-fledged advertising solution that provides extremely precise targeting as well as offering new business models (advertising monetisation through social networking, games, ringtones and offers through content etc.).
- On digital television, new advertising formats make it possible to introduce viewer-advertiser interactivity. Consumers can interact with an ad and change their relationship with a company.
- Digital advertising through formats like Digital Signage is also changing as usage habits change, becoming less intrusive and increasingly better targeted through behavioural targeting. And, with local community advertising solutions, national advertisers and publications can target their audience geographically while local advertisers can reach their community audience.
You can apply here.
(You can also download a PDF version of this brief.)
