Mediapaiva Petri Lahtinen

Datalla ja rakkaudella A new school Mobile Virtual Network Operator

Mediapäivä 14.11.2017 Petri Lahtinen 1

Same core team from the beginning Over 100 years of experience in telecom, digital business and marketing Committed core team and strong partnering model

Petri Lahtinen CEO Several Vice President positions at TeliaSonera Finland

Tore Teir JuhaKoivunie JP Virtanen Teemu Kalle mi Vuoristo COO Financing Digital CTO DevelopmentMäkitalo Several Vice Service & Business CTO at Fruugo, CTO Chairman of the Cofounder of Avaus services President positions at TeliaSonera Finland

Consulting, digital transformation consulting company

design director at at Aina Group.

Avaus Consulting, Chief Architect at TBWA\Helsinki, DNA Satama Interactive

Board at Greenstep, CFO at Blyk, VP Finance at Nokia

Ulla Koivula CMO Head of Marketing and Subscription Sales in telecom (Telia) and broadcasting (Magine, PlusTV)

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Virtual mobile network operator is an interesting business •opportunity 1017 active MVNO operators worldwide (6/2015) - No major B2C MVNO’s In Finland • Typical market share in western Europe is 10-15% - MVNOs have only 1% market share in Finland

Market overview • Mobile turnover 1,924 meur • 9,48 mill. Subscriptions • Market shares (2016): Elisa 38%, Telia 34%, DNA 27%

• Having a network partner that sees the MVNO as an opportunity to grow their market share is critical 3

We’ve done thorough analysis of the market E.g. the Needscope model for segmentation - emphasizing emotional connection to brands

Receptivity Passivity Affiliation

Extrovert, bicurious and risk takers

Sensualist Sensualist Cosy Cosy Social Social

Active Active Energetic Energetic Determin Determin ed ed

Adaptive Adaptive Feeling Feeling of of togethern togethern ess ess

Confident Confident Dominant Dominant Individualis Individualis tic tic

Pleasant Pleasant Riskless Riskless Peaceful Peaceful

Dominance Assertiveness Individuality

Organized Organized Controlle Controlle d d

Introvert, riskless

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We target active energetic individuals The most underserved segment today

• RED segment size is 14% of the population • Digital enthusiasts and opinion leaders • Our target segment is 1,2 million Finns (RED + multi device users in other segments) Our goal: 9% share of the target group (= 107 000 customers) in five years.

Brand, offering and service model tailored for the segment needs

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A strong scalable technology platform Modern subscription business support system enable differentiation, rapid go-to-market time and low

up and running CAPEX (service fee)

Digital customer experience

World leading subscription billing and business support system

Network operator systems handled by host network partner (DNA) 6

Strong Inspirational Brand World Ice Hockey Championship Main sponsor Avarage audience per game 2 million Putous Reach 1 706 000 and Avarage audience 1 100 000

Radio, Blogs, Facebook, Google, YouTube

Moi in media: Digitoday Taloussanomat Kauppalehti Puhelinvertailu Mobiili Talouselämä Tivi Mobiili Muropaketti Uusi Suomi Iltalehti Mobiili Iltasanomat Lapin Kansa Pohjolan Sanomat Kainuun Sanomat Turun Sanomat Pohjalainen

11/17/17

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11/17/17

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Modern marketing approach Customer listening

Testing

A Customer experience in the heart of all we do and customer centric approach. Online process, no old fashioned survey ´s.

Optimizing

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We test all we do online, The culture of A/B testing is minimizing risks and biggest failures.

Data driven

We optimize in real time.

Every day.

Efficient way of using media, resources and ad spend.

We make decisions based on data.

We buy target groups and look-alikes, not from the “nicest” salesman.

Marketing/ digital acquisition model: learning, proactive, simple – no useless resources and other hassle.

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New Offering Pick as many you want: 1 sim for 6 €/month

Mikko’s iPhone

Jaana’s phone

Salla’s phone

Sanni’s tablet

Home wifi

Home alarm

Shared data (max speed 4G LTE) packages across all devices Unlimited data option 12€/sim/month Unlimited voice option 10€/sim/month Each sim 6€/month includes 4 GB data 11

EASY to Buy from the web All family sims in five minutes

EASY to USE and CUSTOMIZE online

Customize all the sims in your account: via web or mobile application.

We build it in a way, that our customer do not need to call in to our CC

This is what we have proven so far 1.Successful launch and strong Brand position. . Moi spontanious knowledge 32% (within all finns) in a year * . Moi aided knowledge 57% (within all finns) in a year *

2. Satisfied and engaged customers . . . .

89,4% of Moi customers were satisfied ** +40,0 NPS score among consumers +32,7 NPS score among Moi SoHo customers Over 90 % of account holders have downloaded the App through AppStore or Google Play

4. Proven ability to scale digital customer acquisition 5. Increasing customer base and turnover

Sources: * RAM-Reasearch and Analysis of Media, June2017 **Tutkimuspalvelut Oy: Prässikysely, June 2016

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Kiitos ja Moi Taas!

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