|Mission: Build up the Orange Plan 2011-2012 to answer the market challenges and take the ADSL innovation leadership |

|Decode |

▪ Gather market (structure, potential), technology, and business insights (competition) ▪ Define potential company battlefield ▪ Set the strategic agenda that defines the frontiers of where we want to play

|Decode |

▪ understand customer profiles key customer insights ▪ get insight on usage, pain points and needs for each customer segment

|Code |

▪ Generate ideas to identify innovative solutions to respond to customer needs and create distinctive value ▪ Set up detailed concepts based on “rationale for excitement”, “benefit for consumer”, “benefit to telcos” and “challenges to address”

|Evaluate |

▪ Evaluate product features value for customers. ▪ Estimate feature cost and implementation time. ▪ Prioritize based on perceived scale Value / Cost

|Determine 4 Ps |

▪ Analyze and set target price positioning of each brand and product ▪ Define market introduction strategy (timing, place, means..) ▪ Define communication & distribution strategy

|Recommendations: |