The operators are still in their Sukkot sleepiness, nothing new on the market. So I’ve rummaged through some old staff and here is some delicious “oldies” for you:
Last spring Partner has launched a memory back-up application called ORANGE FOREVER. The carrier offered to store user’s phone book, multimedia files, messages etc. on it’s server and then get an access to all this through a PC or any other device connected to the Internet.
The offer was heavily promoted in electronic and printed media. Cellcom, which has launched a
similar service at about the same time, used a different approach. The service was soft launched and while ORANGE FOREVER was endowed with an “experience component”, Cellcom positioned it’s service as a useful technical tool only. The difference is clearly demonstrated by the name of the service. The poetic “ORANGE FOREVER” vs “Content back-up service” from Cellcom.
Partner’s promotions for the service resembled somehow a campaign by O2 UK for a similar service named “My Bluebook“. Highly emotional advertising conveyed the message that with O2 nothing is lost. The key difference though, between the Bluebook and Israeli offers are…the money. In UK the service is free and provided as a part of a social network. Thomas Husson from Jupiter even suggested that the real target is to get a control over the users’ address books which will allow additional services.
Here is also the TV spot
and for a comparison Cellcom’s back-up service commercial
The next item is a Partner’s brochure issued back in July or August I think. The flayer presents 5 new smatphones with the slogan “The newbies of Orange. Everything fades
near them.” As always the regular prices are high, but one is offered also a choice of 3 programs which include a varying number of air-time minutes, data package and the device itself. The more minutes you one purchases the more expensive phone he gets.
Now, the latest mobile broadband deal from Pelephone. The operator has adopted a very popular deal used by many companies in the world. Join the specific data plan (ILS 159 per months) , buy a USB modem (ILS 10-15 per months) and get a lap-top for free. Of course the contract is for 18 months but the prices are valid only if the customers stays for 36 months.
Staying with Pelephone. Two propositions for the Prussian-speaking audience. All the operators crate special plans and offers for this segment which are usually more beneficial than the regular ones. One day I’ll dedicate a post to this subject.
The first one is a brochure, generally promoting the mobile Internet and TV. The inner pages
provide a list of available TV channels and main Websites and the key line: ” enjoy the TV channels and mobile Internet as much as you wish – for only ILS 24.90 per month. On the back we see detailed instructions how to use the service.
The second one is an SMS package offer accompanied by additional staff. Russian-speaking customers are
offered an “Enjoy unlimited SMS” program which includes 500 texts each months and a graded call plan up to ILS 0.42 per minute. All
this for ILS 24.9. Additional options are 100 minutes for calls to the family for ILS 9 per months or 100 minutes for call to 3 favourite numbers within Pelephone network also for ILS
On the next page 6 devices are presented. Pelephone offers to them as a “present” as a rebate
for users who speak more than 99 minutes per months. This is a nice deal for power users even taking into consideration all the “extra conditions” written in small letters.