2. Implementing a global brand
Gear’Up 06, October 18th 2006
Web director Pål Nilsen

3. The Telenor story
• 1855: Norwegian Telegraph Company founded
• 1877: Graham Bell visits Norway to demonstrate the telephone
• 1966: Mobile phone introduced
• 1969: Data communication introduced
• 1992: TV-signals via satellite
• 1993: First international activity
• 1994: Changed to a public cooperation (AS)
• 1995: New name: Telenor
• 1998: From monopoly to competition
• 2000: Listed on the stock exchange
1855 1969 1995 1998

4. Today Telenor is a
leading international
provider of
communications
services and one of
the largest mobile
operators worldwide

5. Telenor’s mobile world
Norway
Telenor 100%
Denmark
Sonofon 100%
Sweden
Telenor 100%
Hungary
Pannon 100%
Pakistan
Telenor Pakistan 100%
Montenegro
ProMonte 100% Bangladesh
GrameenPhone 62%
Serbia Ukraine
Telenor 100% Kyivstar 56.5% Thailand
DTAC 70.6% (*)
Austria Russia
One 17.5% Malaysia
VimpelCom 29.9%
DiGi 61%

6. Mobile Operations
100 mill subscription milestone reached
100,0
95,7
89,6
82,7
74,5
67,1
60,1
52,7
Q1 2005 Q2 2005 Q3 2005 Q4 2005 Q1 2006 Q1 2006 Q2 2006 sep.06
Subscription figures in millions - 100% figures for all companies

7. The big challenge: Global coordination
•One common company culture (vision, values, brands)
•Stimulating best practice sharing
•Cooperation between markets
•Maintaining local edge and market relevance

12. Facing new challenges in the 21st century
Robust enough to compete Stand out towards other Modern & fresh
in the landscape of brands that compete for
international competition attention vs. customers in
distribution

13. So what did we do?

14. A revolution in three months!
• After the final decision, more than 200 people was deeply
involved with building “The New Telenor”
• November 16th 2005: New vision and values presented
• February 9th 2006: New logo implemented in Norway,
Denmark and Hungary
– Products, advertising, stationary, stores, vehicles, presentations,
internet, intranet, WAP, packaging, sim cards, telephone booths…
– The new look and feel came as a surprise for everyone
• From February 2006: New brand implemented around the
globe

15. New visual identity in seven countries
so far…
• Norway
• Denmark
• Hungary
• Sweden
• Montenegro
• Pakistan
• Serbia

17. Pannon
Rebranding Experience

19. Budapest flagship store before…

20. …and after

21. From diversity… (Telenor online 2005)

22. To consistency… (Telenor online 2006)

23. The Re-branding Challenge
• A really global branding strategy for the first time
• Still some co-brands
• Lack of strategies
– No global Internet strategy: Little collaboration and coordination
between web initiatives

29. What did we do on the web?
• Project launched with several phases
– Light re-branding of all major websites in affected countries
– Detailed guidelines for web - In line with the new global brand strategy
– No strategically, structural or technical changes
– Menu structure and consumer related functionality not changed
– Establishing a global Internet strategy (March 2006 – November
2006)
– Implementing the new Internet strategy (From January 2007)
– Total renewal of all web sites

33. The Pakistan re-branding

35. From Mobi 63 to Telenor

37. Content and Asset
Management - today
• TeamSite used for intranet and
partly Internet since 1999
– Will be customizated for easier use
– Publishing directly from the Web
• MediaBin newly implemented as
a global multimedia archive
– Will ease working with and sharing
multimedia assets
– Improve brand management and
consistency
• eDok as a corporate
documentation system
– Integration with TeamSite and the
Intranet

38. TeamSite version 6.7 – for the Intranet
• 300 users
• 150.000 content files
• 300.000 pictures
How to
• 100.000 attachments
publish to
• 5000 menu items
the right
• 40 branches on top level menu item?
• 6 different templates
• 70 types of content
• 100 categories

39. Create content here

40. Modify Delete

42. Content and Asset
Management - tomorrow
• Considering implement TeamSite
as a common tool for all
electronic channels, for improved
cross channel publishing
• Integrations with SSO between
all relevant systems:
– TeamSite
– MediaBin
– eDok
– SharePoint
– Process documentation system
– Corporate search engine

43. Brand centre -
example
• TeamSite
• MediaBin
• Power Point
Workbench
• eDok
• Process docu-
mentation
system

44. Web branding
key success factors
• Support needed from Top Management and all relevant
stakeholders
• Global and local strategies followed by detailed practical
guidelines
– Governance structure and ownership/responsibility
• “Customer needs” and “net sales” are scary words
– Collaboration – but also a little dictatorship
• “Here comes the Web Police!”
– Or else: Diversity all-over-again after 1-2 years

46. thank you
paal.nilsen@telenor.com