Pelephone GSM. A few updates

April 1, 2009


The HighSpeed GSM campaign is continuing. The message has shifted from the general information (new network, new experience) to particulate offers. It has started with outdoor posters of the t new GSM handsets form Nokia and Erickson and has continued with a new roaming proposition. The last worth a few words. One of the main targets of building a new network  was a creation of a relevant roaming proposition as a significant revenue share of every GSM operator comes from the voice (and lately data) roaming. Being a CDMA carrier Pelephone wasn’t able to match competitors’ propositions in this field. So, I’ve expected an effort to bring something new to the roaming market, especially in light of the Passover holidays traditional price war between the carriers in this sphere.

I must admit that this time Pelephone hasn’t disappointed me. The started offering some kind of flat rate for calls from abroad. One can pay a monthly charge of  ILS 20 (for at lest 12 months) and then call for ILS 0.59 per minute with additional charge of ILS 4 per call. Of course this option may be attractive only for a frequent traveler;  taking into consideration that the lowest price offered by Partner and Cellcom is about ILS 1.5 per minute,  those who travel a lot and speak at least 270 minutes during the year will find the offer attractive. However, due to the limited target audience of the offer it’s unclear whether it will leave a significant fingerprint on the market.

The spot promoting the proposition is nice and communicates the message of connection between different worlds. I think this commercial is by far better than the first one and definitely much clearer. Here it is, enjoy!

And one more thing: As I’ve predicted, Pelephone is trying to make use of the new unutilized network and has already begun slashing price on the mobile broadband. It has recently launch a limited proposition for students offering a monthly package of 10 GB and USB modem for ILS 60.  This is compared to ILS 120 for an unlimited package in Cellcom.