This report looks at how mobile phone operators are using advertising to increase the value of their customer base and encourage customers to migrate up the data services path. The report represents some of the best attempts to bring new services to market and shows you:
- How mobile operators across the globe are using marketing to move customers up the value chain: encouraging them to use value added data services and increase revenue per user.
- How hard-sell images of constant connectivity and Internet-on-your-phone are out but lifestyle campaigns and feel good factor is in.
- Why AT&T Wireless has confused customers with its new branding campaign but careful planning by O2 has resulted in increased high value sales.
The ad spots contained in this report represent some of the best attempts at marketing new service offerings. They also represent a number of misfired campaigns showing how difficult life can be in this new environment. The emphasis in all the case studies is on lifestyle: several reflect the degree to which this reinvention of mobile brands has gone, with name changes that better reflect the introduction of a holistic, lifestyle approach.
However, as several other case studies show, the question of whether subscribers 'buy' into this lifestyle pitch remains key. What remains certain is that in the vast majority of markets and for virtually all products, consumers remain consumers and the issues of price and value for money have not gone away.
The report features extensive case studies of ads and campaigns run by operators across the globe:
AT&T Wireless mLife - Lifestyle Branding in the US - USA
BASE (Orange) - Rebranding to Grow Market Share - Belgium
J-Phone (Vodafone) Picture Mail Mobile Service - Advanced MMS in an Advanced Marketplace - Japan
O2 - Reinvigorating a Brand for a New Generation - UK & Germany
Virgin Mobile - Holding Market Share Through Staying Cool - UK
T-Mobile - New Brand in a Crowded Market - UK
Plus additional round ups of local campaigns: Maxis Mobile - Half Way to 3G - Malaysia
Boost Pre-Paid Mobile/Nextel Communications - Using Comedy & Cool to Boost Appeal - USA
Bouygues Telecom - Personalising A Network - France
Smartone & Sunday - Hong Kong Remains a Creative Environment Though Follows Global Trends - Hong Kong
