1. Draft & confidentialProject Ring: Brand status 28 May 2003 Brand Strategy 28th May 2003

2. Draft & confidentialProject Ring: Brand status 28 May 2003 The Ring Alliance Brand Strategy

3. Draft & confidentialProject Ring: Brand status 28 May 2003 Customer profile Who is the customer? International leisure traveler International business traveler Decision makers in corporation Domestic Customers Which are the benefits? Value Convenience Value and quality solutions Prestige and size

4. Draft & confidentialProject Ring: Brand status 28 May 2003 NewAlliance: Proposition For... (target profile) New Alliance is... (provider profile) That... (purpose) Because... (reason why) So that... (emotional benefit) People who want easy access to their mobile services whenever they are abroad, to be in touch with what matters most to them A globally connected alliance of quality network operators Offers customers the global connections they demand through a service that is straightforward and easy New Alliance provides a common service, with seamless products, pricing and service care amongst the alliance networks They feel at ease throughout the world

5. Draft & confidentialProject Ring: Brand status 28 May 2003 When travelling abroad, I require easy access communication with everyone and everything that matters to me. Through the global connections of NewAlliance, I know that my network will provide me with a straightforward and easy mobile service abroad, so that I feel the same degree of trust and confidence I do at home. New Alliance: Feel at ease throughout the world. NewAlliance: Positioning statement

6. Draft & confidentialProject Ring: Brand status 28 May 2003 Naming territories

7. Draft & confidentialProject Ring: Brand status 28 May 2003 A United International/ Global Connected B Understanding Caring Empathetic The names express relevance within a range of territories..... Conceptual territories for naming: Globelink Unio Ring Circle Ion M-Unity Oyster

8. Draft & confidentialProject Ring: Brand status 28 May 2003 Top-line by country

9. Draft & confidentialProject Ring: Brand status 28 May 2003 Selected names

10. Draft & confidentialProject Ring: Brand status 28 May 2003 Name 1: Unity Unity Name has some potential as it is strong at conveying concept of alliance. However, it is less successful at conveying global connection and it has variable appeal. NB: ‘M-Unity’ was originally tested, but subsequently refined to ‘Unity’ due to mis- understanding of ‘M’

11. Draft & confidentialProject Ring: Brand status 28 May 2003 Name 2: GlobeLink GlobeLink Name has some potential as it successfully communicates ‘global’ aspect, but is less strong in communicating the idea of an alliance. Overall, consumers felt this was the most relevant and had rational appeal.

12. Draft & confidentialProject Ring: Brand status 28 May 2003 Brand identity routes

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27. Draft & confidentialProject Ring: Brand status 28 May 2003 Principles of alliance visibility The Alliance brand will always be together with the Mother Brand(s) External CommunicationsATL, BTL. All communications related to Alliance P/S will be co-branded by Alliance and Mother Brand RetailDirect, Indirect. All communications related to Alliance P/S will be cobranded by Alliance and Mother Brand HandsetsAlliance brand will appear as Screen savers, wallpapers, soft keys,... only for Alliance developed handsets Customer servicesTraning, Systems Regular CommunicationsBillings, top ups, contracts, renewal WebAlliance website and presence in Mother Brand(s) home pages