June 27, 2009
To you readers it might seem as if we are Pelephone fans, but it isn’t so, it is just that Pelephone provides us with more material for posts lately since it begun its re-branding campaign.
So today I’d like to share some content news: Pelephone has launched an ‘unlimited’ music download service called musix. The service cost 20 ILS per month and allows customers to download an unlimited amount of music track from a library of 250,000 songs and play them on their mobile or PC.
So what’s the catch? The songs will be available to customers as long as they are registered to the service for 20 ILS. If they choose to cancel the service the whole list of songs will be erased, so think carefuly if you would like to subscribe to the service since though you can cancel the service anytime, it is unlikley you would like to do so after acquiring a large number of songs.
This is what the service looks like:
And you can check out the internet ad (Banner) here:
June 15, 2009
After a very long wait, Pelephone and Partner announced today that they will bring the iPhone to their customers starting in October. Cellcom not expected to market the device.
The launch takes place late in relation to the rest to other countries. Over the years, the device has been brought independently by many people and there are currently an approximate number of 80 thousand iPhones in Israel.
According to to the financial newspaper “Calcalist” the iPhone will be sold in Israel for a subsidized price, estimated at 199$, similarly to its subsidized price in other countries.
That is due to both operator’s agreement conditions with Apple, forcing them to rise subsidies to 200 million ILS per year. According to Calcalist Orange’s (Partner Israel) expense on subsidies was 87,000 ILS on 2008 (Pelephone does not disclose those details).
Cellcom who has decided not to market the iPhone at this point continues to lower its subsidies on devices. A smart move on one hand, but on the other hand not as smart if Cellcom won’t start to heavily subsidize at least on real premium device to allow them to push content and app to customers.
The mobile blog of Israel is proud and happy to hear that the iPhone is finally coming to Israel at a reasonable price and congratulates Pelephone and Orange for their wise decision to give the iPhone “Alia”.
May 10, 2009
March was certainly the month of Pelephone, regarding its investment in advertising. The company that has launched its new network in March is the largest advertiser of the month, with total investment of the huge amount of 3.8 million dollars.
Other cellular companies remained on march with a high volume of advertising , but the nature of their investments in advertising in March was much smaller than the Pelephone: Partner invests 1.7 million dollars in March, posisioning it at the 9th spot in the advertisers table. Cellcom invests 1.2 million dollars, which puts it in the 13th spot. The mobile category as a whole is the second largest in terms of investment in advertising in March, with total investment of 8.3 million dollars.
Meanwhile Pelephone continues to Advetise at a mass scale through May.
Here’s a recent spot:
March 4, 2009
For the last two weeks, people roaming the streets could have seen the wide spread of outdoor ads promoting Pelephone’s new “High Speed GSM” network.
The ad features some sort of creature painting a sign announcing the new “high speed” network, an announcement that refers to the new HSPA network launched by Pelephone a month ago, the most advanced network in the world.
the only HSPA network in Israel so far.Along came the TV ad today available in this post for all of you viewers.
Another interesting activity Pelephone has carried out is establishing a temporary pop-up concept store. The temporary store spreads on 1,200 meters showcasing the new HSPA network handsets allowing customers to explore enjoying a unique customer experience.
This launch is a big one, especially for Pelephone. Pelephone was established in 1986 as the first mobile operator in Israel, but ever since then it was known as the last one to arrive to all the other parties… A significant factor which contributed to that notion was Pelephone’s persistent hold on its CDMA network.
At last Pelephone has a brilliant chance to get rid of the “last one in” syndrome it has been suffering from since Cellcom joined Orange and launched it GSM network a few years ago.
But… before I let you go back to your affairs, its time for some criticism- The outdoor ads? not so attractive at all. No sense of innovation in the outdoor campaign unfortunately, and I also really don’t like the new HSPA network logo that is so conservative and boring..
The TV ad is much nicer and communicates the innovation though I don’t really get whats that thing about the wedding… and what’s the message (I mean except from a new world).
Actually, the biggest problem Pelephone has with the key promotional message is that they actually have the same network as their competitors- so they can’t claim for any unique sales proposition.
So CHEERS to Pelephone and good luck with the new network!
December 2, 2008
Pelephone is running an interesting device promotion campaign. Pelephone offers to buy now a new handset, sign a contract for 18 months and after one year to get a a new, more advanced device for free. A TV spot showcases the first “A Star is born” (the Israeli version of the American Idol) diva – Ninnet. She buys a new phone, a year passes and she returns to Pelephone store to get a new one. The spot is a bit strange. In order show that a year has passed copywriters used a creative presentation of four seasons. That’s OK but… there is no snow in Israel and other seasons don’t look Israeli too…It seem more like Romania. Oh what a surprise the commercial was actually shut there. Read the rest of this entry »
October 18, 2008
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 Read the rest of this entry »
October 13, 2008
OK. After a short break for holidays, which included endless feasts with friends and family and three days of festivities on Kineret, I’m finally back in business.
As expected, on holidays our mobile market is quite. It seems that the operators used their advertising budgets during the summer and now the enjoy the holidays too. The only new promotion belongs to Cellcom. Read the rest of this entry »