registration document France Telecom 2009 - Orange.com

overview of the Group’s Business
6
OVERVIEW OF BUSINESS
Belgium
Offers
Mobistar pressed ahead with its convergence strategy by
launching offers combining mobile and fi xed-line telephony,
Internet (mobile and fi xed) and high-defi nition mobile television.
This strategy was built around the concept of mobility, backed
up by the company’s brand.
In the consumer market, Mobistar’s offer portfolio aims to meet
customers’ expectations customers by giving them real choice
and long-term advantages. Customers can get their advantages
at any time during the year, even outside promotional periods,
and keep them throughout the life of their contract.
Type Name Main characteristics
Prepaid card Tempo Music Plan aimed at a younger target. Each €15 refi ll includes 5,000 free SMS and
300 sessions on social networking sites (Netlog, Facebook).
Post-paid My XX Plan priced from €5 to €99 per month, including a volume of minutes and SMS
depending on the amount of the subscription, and the choice of an advantage.
For instance, for the My 25 plan: 119 minutes on all networks or 208 SMS
per month and a monthly advantage among the three on offer (50% of calls
on all networks free, 10,000 SMS on all networks at any time, or 40 hours’
communications on the Mobistar network).
Internet (fixed and
mobile)
Home and Away
Seamless Internet solution providing access from a computer at home or away,
24/7, for €30 per month and €1 per day of navigation on a mobile network.
Prepaid mobile Internet Internet Everywhere Ticket USB key modem priced at €79 including a €25 traffi c credit. Refi lls of €5 to €50
allowing the use of between 25 and 500 MB.
Convergence offers in
the professional market
One offi ce voice Pack
Offer aimed at SMEs, combining fi xed and mobile telephony. This offer accounts
for 50% of sales in the medium-sized enterprise market.
6
Distribution
Z BREAKDOWN OF DISTRIBUTION CHANNELS
(AS A % OF CONSUMER CUSTOMER ACQUISITIONS)
4.1%
0.2%
47.3%
48.3%
Source: Mobistar
5.7%
44.9%
49.4%
7.7%
0.2%
41.0%
51.2%
2007 2008 2009
On-line
Customer contact center
Indirect
Direct
Mobistar’s distribution strategy is built around four main thrusts:
■ very dense distribution, thanks to the development of
complementary distribution channels and regional partnerships;
■ an emphasis on exclusive distribution (Mobistar Centers,
telesales ), with particular efforts going to on-line sales;
In 2009, Mobistar expa nded its Mobistar Center network
to 158 stores, thereby confi rming its status as the biggest
retail chain in Belgium. Mobistar owns 41 of these outlets
(compared with 31 at end 2008). Mobistar is also the exclusive
telecommunications supplier of Euphony, a door-to-door
distribution company.
On-line sales increased from 5.0% of total sales in 2008 to 7%
in 2009. ADSL accounted for more than one in four sales. It
became possible to extend post-paid contracts on-line in
2009. In addition to on-line sales, after sales services and the
information function were also extended.
Electronic billing is being taking off in (100,000 customers as of
end 2009).
In the professional market, the organization was optimized to
ensure contact with customers, either via a direct sales force,
or through certifi ed business agents. The dedicated website for
business customers was also modernized, with new after sales
service functions for those dealing with such equipment.
■ the protection of Mobistar’s share of sales in open distribution
channels;
■ segmentation of each outlet depending on its specifi c sales
potential.
2009 REGISTRATION DOCUMENT / FRANCE TELECOM
101