Posts Tagged 'Vodafone'

Blackberry boys (un)welcome change?

Truth be told the new Blackberry boys TV advertisement is cool (if you haven’t seen it, take a look here) and I love it.

You can clearly see that Vodafone is signaling (along with Blackberry) that it is not just for the “guys in suits” and the message is conveyed brilliantly. But, here is the million dollar question – it is a bold move and it takes Blackberry away from its corporate stronghold, is it a good strategy for Blackberry?

Even in the ad, you can clearly see the discomfort, confusion and alarm on the faces of the 5 “suited” people who were the only people in the frame originally. It could well be the case that Blackberry purchase decisions are made by “corporates” who don’t make it based on the image but on practical price-feature-network partnership parameters and Blackberry might pull off this brand extension exercise and come out all smiles (I hope that is what the research showed and hence they are doing this!).

If not, this could cost them their stronghold with the confused businessmen demanding to be given a choice of “iPhone/Blackberry/Nokia/Samsung” and the B2C market (in developing countries), being cost conscious that it is, opt for the local Blackberry rip offs instead!

It could well be that Blackberry has not seen the kind of traction with corporates in India that they generally see in other countries, in which case, this is a desperate move for them to expand their visibility and hence market share. Could they have done it with another brand name instead of extending the current one? What do you think?

India Telecom Wars Roundup

I have not been writing about the ongoing telecom wars because I was kind of waiting to see how actions-reactions play out and what track all the new and existing players take….

Today, this article is prompted by something that I saw while I was driving back home. Inoticed a large hoardng that announced “MTS launches 0.5p/sec for entire Karnataka on all networks” and I almost let out a whistle..wow, that is cheap and it takes the telecom wars to a new circle. Is this a desperate attempt of a new entrant with a large wherewithal in the global market, willing to rough it out for the sake of long term.

Tata Docomo focusses on “full value recharge” and Tata Indicom showcases its “digital clarity” in prime time advertisements, but both skirt the main issue in the air – lack of good network reach!

Airtel, in the meanwhile, launched its one second pulse and matched the competitors, after waiting for two months and losing its #1 status on per month new user additions. Vodafone, Idea and Reliance followed suit. I have to say this though, Reliance needs to stop blatant copying of ads and get creative. Their per second ads look exactly like Docomo’s minus the jazz. Tata Docomo as well as Tata Indicom, I must say, hats off to the creative team at Ulka and Lodestar Universal. But the networks need to execute on the hype – FAST. (Aside: Tata Docomo’s  friendship train ad by Ulka has no relevance. The tune is catchy and the picturization is good, but I fail to get the point…and I love the “digital clarity” ad campaign by Tata Indicom showcasing how the advanced network clarity conveys not only voice but the emotions behind it also…great work Lodestar)

BSNL was surprisingly proactive, launching the per second pulse offer just following the Tata Docomo splash! Not sure, how many takers it got. Somehow, their branding effort with insipid advertising and mishandling of the “first mover advantage of the 3G” has made them the laughing stock of the town, so not sure how many people jump at their offers anymore!

Well, to begin with, I need to admire the power of free markets. Without regulation the entire ecosystem has jumped on a bandwagon rolled by one player, that can be “visibly” beneficial to the customer. What’s next, then? Call for free and we will play ads every 30 secs while you speak? Any takers?


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