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Mobile Video and Early 3G Services - Advertising Case Studies - 2004
ADKiT Ltd (SCS Reports), Jan 2004
Mobile operators have spent considerably less effort marketing their mobile video services than they did with MMS. Mobile Video and Early 3G Services - An Advertising Case Study shows how operators across the globe have rolled out understated ad campaigns for mobile video.
Even the launch of 3, the world's first predominantly 3G carrier has been relatively muted. After an initial fanfare advertising its mobile video services in the UK, for example, 3 pulled back and started to focus on low call rates and cheap phone prices instead.
Operators have been at a loss as to how to market mobile video, falling back on value for money as a selling point.
The Case Study report reviews campaigns including:
- 3: the European greenfield 3G operator
- 3 UK
- Italy 3, Wind and Vodafone Omnitel
- A1 Austria
- T-mobile Germany
- T-mobile USA
- Eurotel, Czech Republic
- Globe, Philippines
- Conclusion (including Vodafone, TMN and Optimus)
The case studies show how operators have tried to convince consumers that mobile video is a must-have by focusing on some core advertising images. In particular, ad campaigns have focused on child/parent relationships and on scenes of friends in two different places at once. There has been hardly any advertising of mobile video in a business environment.
Compared to MMS campaigns in 2002, ads for mobile video in 2003 have seemed weak and lacking in direction. Operators have even re-used old MMS ads and converted them to mobile video campaigns, suggesting that budget restraints were high on the agenda.
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