Inside Group

Orange Mobile Directory Project

Global conception/specifications Application:
Reference: Other reference: Release: First edition date: Last edition date: Entity: Manager: Authors: Aka Devarenne Agns Cointre Nicolas FT/ATC/3pmm/cdc_omd/nc 2 2011-07-25 2011-11-08 Sene Semba
Approved by: S.Sene Checked by: A.AKA The: 2011-11-08

Summary: this document describes the global conception of the Orange Mobile Directory application. Version 1: target version of the application. This target version may include the features described in the document below but also other future features not yet defined.

This document contains information which is the property of France Telecom. The acceptance of this document by the recipient involves the part of the latter, the recognition of the privacy nature of its contents and the engagement to make no copy, no sharing to third part, no divulgation and no commercial use without a France Telecom written agreement.

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SOMMAIRE 1. 1.1. 1.2. 1.3. 1.4. 2. 3. 3.1. 3.2. 3.3. 3.4. 3.5. 4. 5. 5.1. 5.2. 6. 7. INTRODUCTION ..................................................................................................................................... 3 DOCUMENT PURPOSE ...................................................................................................................... 3 PROJECT PRIVACY ............................................................................................................................ 3 DOCUMENTATION ...........................................................................ERREUR ! SIGNET NON DFINI. APPROVAL PROCEDURES AND UPDATES ...................................ERREUR ! SIGNET NON DFINI. GLOSSARY ............................................................................................................................................ 4 PROJECT OVERVIEW ........................................................................................................................... 5 NAME ................................................................................................................................................... 5 DEFINITION ......................................................................................................................................... 5 PROMISE............................................................................................................................................. 5 TARGET............................................................................................................................................... 5 BUSINESS MODEL (VERSION 1) ....................................................ERREUR ! SIGNET NON DFINI. GLOBAL FEATURES ............................................................................................................................. 6 NAME_APPLICATION INTERFACE ................................................................................................. 12 SETTINGS.......................................................................................................................................... 12 HOME SCREEN................................................................................................................................. 14 USER JOURNEY AND USER EXPERIENCE ....................................................................................... 15 FEATURES PLANNED IN FUTURE VERSION (VERSION 2).............................................................. 15

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1. Introduction
1.1. Document purpose
This document describes the functionalities and marketing needs of the Orange Mobile Directory application.

1.2. Project privacy

HIGHLY CONFIDENTIAL RULED BY A NON DICLOSURE AGREEMENT

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2. Glossary
USSD : USSD Unstructured Supplementary Service Data Data can be translated into additional service loose. This is a feature of GSM phones. It is usually associated with telephony services like real time or instant messaging. OPTIN : Principle based on the prior consent of the user. It gives its consent before using personal data for commercial purposes. Version 1: target version of the application. This target version must include the features described in the document below. Version 2: target version of the application. This target version may include the features described in the document below but also other future features not yet defined. This version is not included into the quotation. Version 3:

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3. Project overview
3.1. Name
Orange Mobile Directory is the project name.

3.2. Definition
The Orange Mobile Directory service will enable customers to enjoy an easy-to-use phone directory, accessible from any type of handset. The content will come from the Self-Employed registering and sharing a description of their competences and location.

3.3. Promise
Make life easier while saving money: it provides a free and easy-to-use phone directory service accessible from any place, at any time with a simple way to contact professionals or only people thanks to the click to call functionality. Save time : customers dont need to find a fixed internet access or a friend/relative as they can access the Orange Mobile directory service from any place and from any type of mobile phone by using this USSD service. Simplicity of use : They are used to USSD services as they already use it for money transfer or credit recharge.

3.4. Target
Self-employed: providers of the Orange content by listing their competencies/contact details/offers Users: anyone who needs to find a professional mobile contact

3.5. Potential Market by country

Customers are self-employed and visitors (end-users). Let us consider the self-employed as 15% of the customers. Year 1 130000 275000 800000 Year 2 195000 412000 1200000 Year 3 245000 515000 1650000 Year4 305000 645000 2200000 year5 380000 820000 3000000

LOW COUNTRY cutomer MIDDLE COUNTRY customer HIGH COUNTRY customer

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4. Global features
4.1. Main features :
USSD access

It is a free service which is accessible from any type of mobile phone by dialing a special short code thorugh USSD.

On-line registration

The self-employed will : - fill in his profile - enter his profession and contacts The end-user will - fill in his profile (optional according to affiliates)

Research

The end-user will use the service to look for his professional according to activities, locations He then has 2 choices to contact the self-employed : - calling directly from the mobile the found contact - receiving SMS with the self employed information.

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Back-office IHM

The marketing and backoffice want to have an IHM access for the - Consultation - Validation of a newly registered self-employed (see 4.5 section) - Edit data

Reporting

Some reports must be available in real-time, dayly, monthly on the service activity, for example on the following data: - registered sel-employed - number of registrations, modifications - unique visitors (end-users) - total number of searches - number of searches per visitor..

4.2. Innovation : user generated content

The phone directory is filled by the users themselves, they can also modify their expertise. The contact msisdn of the expert is automatically set up : the one that uses the service. The user fills in his profil (name, location) then his expertise(s).

4.3. Others features

This list of features can be included in the project to improve Orange Mobile directory service.

Search by SMS

Orange Mobile Directory could have a phone number. This phone number allow at the customers to send a SMS information to find a service or number. Example : SMS research by 118 712 Type a business or a name followed by the city or zip code (ex: laverie paris 15) and for the inverted research type the 10 digit of the phone number and send to 118712. The service costs in Europe is on 1 euro excluding the cost of SMS and even in case of multiple responses and the client doesnt pay in the absence of response.

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Black Number

This number is not given to the client by Orange Mobile. During its research, the client is directly in contact with the service. Example: The client is looking for a hotel in the 15 disctrict of Paris. It will be given on priority with Orange hotel partners. Opportunity to sell this services at the self employed.

Premium Service

The premium service could be offered at the self employed : Being on the top of the list when searching users. Access to a monthly report of these consultations users. Post announcement.

These functions given a added value at the Self Employed and a better exposure. A self-employed can also be put as a premium by the affiliate itslef, through customer care or input files. Typically, Orange money merchants could be automatically registered premium self-employed, with a special mention. Info SMS mobile advertising

An advertisement could be included in the SMS information which would be another source of income for Orange. The mobile advertising project and Orange Mobile Directory will have to be able to interact. Recommendations display

The customer will be able to recommend the self employed to other end-users (one to one, public scoring). I will also be able to complain at Orange affiliate customer care in case of a real dissatisfaction. Trusted profile

Opportunity for the registered client to hide his mobile number, email address or fixed but to be contacted by the client. Lease note that here is no partnership as opposed to the black number and the self employed will not be a priority in the search client.

Others access

In a second time, Orange Mobile Directory will be accesible from Web, widget, call center (if exists in the affiliate). Integration Orange mobile directory to other directory

For the subsidiaries with their own directories (Ivory Coast, Sngal..), it will be possible in a next step that the service will be connected with this one. Typically, the self-employed mobile contacts will be added to his registration in the global directory if any (for fixed line or email)

Open Orange mobile directory to the other operators

Possibility to open the Orange mobile directory to the other operators customers in consultation but not for registration (not possible for the self-employed having competitors sim to register.)

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 Create partenaria Promotion : Orange can create a partenaria with the self employed. (Ex : The people having used the Orange Mobile Directory to find the shop have got a discount in the shop) Decreasing price for the engendered phone calls For each research doing by Orange Mobile Directory the price of the phone calls is more and more cheaper. Geolocalisation In the future, the service could be integrated to geolocatisation : the service gives back the self-employed according to their position and to the current location of the end-user

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4.4. The value proposal :

For the self-employed Fame, can become known by any Orange customers For the subscribers Simple service, helpful for the daily life Has a useful directory in hand For Orange Builds a database of self-employed with valuable information Increases the subscriber usage Keeps the registered self-employed

4.5. Unit of control and moderation :

The items included in the database must be safe. The unit of control and moderation intervenes between the subscription and the line publishing. Controls data Self employed : Orange needs to create a control cell for this audit. Phone calls and lots of checks should be made as soon as possible. When registering the self employed its data must be verified : In a first time an automatic semantic cheking. Inappropriate words during registration will be refused by the auditors (ex : check of the informed fields, deletion of the inappropriate terms ) In a second time, the control cell check the jobs information (adress, shops mane, job)

Control data users : For users no control will be made. Validation : Confirm or rejects the registration The self employed will be offered to the customer when all data have been validated. Therefore the customer will be charged the registration fee. If these data are not validated, Orange will be sent an SMS asking him to correct his information or contacting the control check. Reporting : Reporting of the activity every month.

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5. Orange Mobile Directory interface

5.1. Settings USSD
It is a free USSD (or WEB ou WAP) service which is accessible from any type of mobile phone by dialing a special short code.

5.2. Settings Database

The technical key points : Ensure confidentiality of data Its necessary to specify who has the right to access or modify all or part of a database. We must guard against illegal tampering, intentional or accidental. This requires firstly a user identification, the establishment of user groups with potential recoveries and on the other hand, a specification of rights add, delete, update. Resistance to failure This is to protect data against hardware or software whether intentional or accidental. Therefore we must ensure consistency of information and treatment in case of failure. Applications operating on databases are by nature often called upon to operate long-term treatment of large volumes of data. The possibilities of failure during treatment are numerous and must provide recovery mechanism in case of failure. High storage capacity An appropriate level of performance A query is a search for information to be performed on one or more databases that may involve descriptive characteristics of the information or data relationships. Language to use to build the database The storage of the database depends on the legislation in the country (contact the legal service). Some countries must have their base in their country. Easily use Frequent updating

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5.3. Information to be collected

The types of information to be collected must be configured by the subsidiaries. Information of the self employed The mains informations which Orange want to collect during the registration of the customer. Sex* First name* Name* Job* Jobs adress* Mobile number* Jobs phone* Experiments years* Adresse mail Optin tiers* Internet Operator Marital Status Numbers of children Hobbies *Compulsory informations to registration Information of the User The creation of user database must be choose by the subsidiaries. The mains informations which Orange want to collect during the registration of the user : Sex* First name* Name* Job* Jobs adress* Mobile number* Jobs phone* Experiments years* Adresse mail Optin tiers* Internet Operator Marital Status Numbers of children Hobbies

*Compulsory informations upon registration

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5.4. Marketing action

Examples of actions that can be done by the marketing using the service database: Analysis of customer behavior, searches (frequency, location, activities type) Advertising (mail, telephone, SMS ...) Customer Segmentation Location of the end-users Support to loyalty Campaign, phoning

5.5. Home screen

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6. User journey and user experience

The customer experience should be configurable by the subsidiaries.

6.1. User Registration

For this customers journey, the countries wants to have the personal information of users.

Menu

Status

Personal Information
1) Sex 2) Name Surname 3) Birthday 3) Adress 4) Email 5)

Optin/Optout
You wish to be informed about the new services of which can you make Orange benefit and these partners? 1) Yes 2) No

1) Registration 2) Find an expert 3) My Page

1)Professionnel 2)Particuliers

Confirmed

Message of validation
Your registration was successfully recorded. You can reach from now on the service. Reach the general conditions of Service on the Site Orange.fr A message will be sent to you under 2 days to confirm you your registration

Customers message

Do you always wish to reach the directory Orange? 1) Confirmed 2) Cancelled

+ 2 days

Your registration was successfully recorded on the Orange Mobile Service For any modifications of your Particulars go on My Page. Have a nice day with Orange

6.2. Self employed Registration

Menu Status Personal Information
1) Sex 2) Name Surname 3) Birthday 3) Adress 4) Email 5)

Personal Information
1) Job 2) Jobs Adress 3) Name of shop 3) Phone 4) Jobs mail 5)

Optin/Optout
You wish to be informed about the new services of which can you make Orange benefit and these partners? 1) Yes 2) No

1) Registration 2) Find an expert 3) My Page

1)Professionnel 2)Particuliers

Confirmed
To reach this service and be visible with all the Orange customers, 100f will be every month produced to you. Do you always wish to reach the directory Orange? 1) Confirmed 2) Cancelled

Message of validation
Your registration was successfully recorded. You can reach from now on the service. Reach the general conditions of Service on the Site Orange.fr A message will be sent to you under 2 days to confirm you your registration

Customers message

+ 2 days

Your registration was successfully recorded on the Orange Mobile Service For any modifications of your Particulars go on My Page. Have a nice day with Orange

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6.3. Consultation
Menu Find
Write key word

List

Validation

Information by SMS

1) Registration 2) Find an expert 3) My Page

Find an expert 1.Key words 2.Localisation 3.Les plus vues 0.Retour

Write key word COIFFURE

1.Chez Joe 2.Coiffeur pour dame 3.Afro coiffure 4.Zen coiffure 5.Peintre maxi

1)Confirmed 2) Cancelled

Zen coiffure 14 rue Bocana 12 ans dexpriences N de tel 08 08

6.4. User not registred

Menu Find Message Status

1) Registration 2) Find an expert 3) My Page

Find an expert 1.Key words 2.Localisation 3.Les plus vues 0.Retour

To use this service, you want ti be registred on this service 1)Registration

1)Professionnel 2)Particuliers

The customer returns in the process of basic registration

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