Now Mobile

The proposition needed to be vastly different from the competition, the approach needed to be radical; rebuilding the organisations infrastructure and resetting its cultural values to support a new mobile brand.

The proposition needed to be vastly different from the competition, the approach needed to be radical; rebuilding the organisation's infrastructure and resetting its cultural values to support a new mobile brand.

The Nowtel team were supportive of a fresh new approach and following some reorganisation, we set about defining a proposition and brand that would secure the support of a new operator partner, and enable the new brand to disrupt the PAYG space.

Designed with the customer at the centre of every decision, the Now Mobile brand and its personality 'Nowi' a friendly android to encourage people to free their mobile phone from poor service and enjoy the great voice, internet, picture messaging and text rates.

In addition to high quality national and international voice and internet service, this unique brand truly lives up to the values of Clear, Simple & Honest, launching the UK's first superior quality low-cost PAYG mobile, with 'no more than, no small print' pricing and enhanced services as the standard offering, services such as free business-level voicemail, free on-net calls, free access to customers service, conference calling, extended dormancy, enhanced self-service and automated device configuration and mobile number portability.

The proposition required significant: Creativity, Negotiation, Specification, Project Planning / Management, Design, System Integration (internal & external).

Background: Nowtel the parent company of 'Talk Home' one of the UK's largest calling card companies wished to launch a Mobile product in a highly competitive market, their MVNO agreement needed to be negotiated to maximise their window of opportunity.

Disciplines: Advertising, Analytics, B2B, Brand Management, Business Process Management, Communication Design, Customer Experience, Experience Design, Integration, Interface Design, Martech, Organisation Design, Product Design, Project Management, Service Design, Strategic Design, User Experience Design, Distribution, Operational Management, Process Architecture, Proposition Design, Service Delivery, System Architecture

Time Scale: 12 months to launch.

Collaboration: Orange/EE, Transatel, Digitalk, Syniverse, GS1, ITU, Sagem, PayPoint, E-Pay, PayZone, Tweakker, Nightcrest, Celpak, Martin McColl's, Spar, Cost Cutter, 3R, Post Office, Elite, Core, Interoute, Branded, The-Neighbourhood, Radium Audio, BEN Television, Zee Television, CBS.

Successes: Acquired 250 thousand subscribers within 6 months of launch and archived an ARPU over twice the industry average.