Annual report (20-F) - Ono

Sales and Marketing
The “ONO” Brand
All of our integrated services in the residential and business markets are offered under the
“ONO” brand. The ONO brand is used in all advertising, sales materials, customer contracts, bills,
employee uniforms, construction signs, installers’ vans, and elsewhere in our business. In addition, the
ONO brand and services are promoted extensively to customers through a monthly magazine (which
includes television programming schedules) and three 24-hour ONO television channels.
We believe that the ONO brand, as a well-recognized brand in our areas of operation and
throughout Spain, is a strong marketing tool. In 2004, the last time we conducted a survey of our overall
brand awareness in key cities in which we operate, prompted and unprompted brand awareness of the
ONO brand was 100%.
In December 2003, an independent analysis reported that our customers position the ONO brand
as a triple play operator, with unprompted awareness of 97% as a telephony operator, 70% as an Internet
access provider and 90% as a multi-channel pay-television provider. These results showed that the ONO
brand had greater brand recognition than our main competitors, Telefónica and Digital +.
The aforementioned analysis reported that, in the case of non ONO customers, in the main cities
in which we operate, we are the second most recognized telecommunications brand, with unprompted
awareness of 44% as a telephony operator, 24% as an Internet access provider and 37% as a multichannel
pay television provider, after Telefónica in the case of telephony, Telefónica and Wanadoo in the
case of Internet access and after the analog pay television single channel Canal + in the case of television.
We conduct extensive advertising to support our brand, including billboards, regional and
national press, television and radio advertising, as well as using other innovative advertising methods. In
addition, we have product placement agreements with a number of Spanish regional and nationwide freeto-air
channels.
We leverage our strong local presence and prominent local shareholders in order to support our
local radio and television advertising with extensive sponsorship of regional and local cultural events,
sports teams, trade shows and festivals.
Quality and Customer Service
Customer satisfaction is essential to the maintenance of our current subscriber base, our pricing
levels and to our future prospects. We consider that customer satisfaction is significantly conditioned by
the quality of our networks. For this reason we have designed redundant high speed, high capacity fiberoptic
broadband networks from the start of our network buildout. We also ensure that our main suppliers
and contractors are capable of providing us with top quality products and satisfactory service level
agreements. With these quality control policies, our network quality ratios for the fourth quarter of 2004,
which improved the targets reported to the Spanish regulatory authorities, were as follows:
Access network service failures 1.9%
Time to manage 95% of service failures
44 hours
Failed calls—national 0.3%
Failed calls—international 2.7%
Failed calls—mobile 0.2%
However, the quality of our networks and services is not the only requirement to maintain the
loyalty of our customers.
We believe customer service and attentiveness to the needs of our customers are critical to the
growth of our residential and business services. Since the launch of our operations we have continuously
invested in improving and enhancing our customer service in all our customer oriented processes.
• Installations and provisioning: the installation process is the first contact we have
with our customers once they have contracted our services. Due to our geographical
reach, we work with different installation contractors in our franchises, though all of
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