Mobile reality becomes a reality in Cellcom

July 20, 2009
cellcom

cellcom

A few days ago I accidentally spotted a strange banner in the web. A queer, magenta-clad person with a text – “I was asked to propose you a friendship”. Interesting, isn’t it? The only hint about the origin of ad was the magenta color – resembling the brand colors of Cellcom. The click on the banner gave no additional information – the same teasing odd guy said wait until 26.7. Today I came over the same banner again and tried it one more time. This time I was luckier. I landed on a page dedicated to the first mobile reality show in Israel. Moreover, not just a reality but a first of a kind in the world (according to Cellcom, I’ll try to check it later).

The show will present 8 participants closed in a single space during 21 days. Their lives will be totally controlled by the spectators – the mobile (and internet users) of course. Cellcom says that even decisions like when to sleep will be dictated by the audience. The show is called “haMegudalim” which may be translated as “persons you raise”. The idea is that the 8 persons will be like lab rats pets; the game begins when they have nothing to wear (except for their colorful robes) in an empty room.

haMegudalim

haMegudalim

"The Lab"

"The Lab"

Cellcom has released two videos promoting the show and has also registered a page in Facebook. There are some pictures of what they call “the lab” of the show. I must say it looks like a computer design and this makes be doubt whether the game will showcase humans or something like SIMS.

A very interesting move by Cellcom. I believe the cost of the production of this kind of show is not astronomic and it can create a very significant ‘hype’ in its target audience – teenagers.

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Mobile POS of the Holy Land #3. Pelephone prints

July 10, 2009
Pelephone

Pelephone

Hi! Ages have passed since my last post. Luckily, Stavik has been doing a great job in keeping the blog up to date. In the recent months she wrote about some interesting Pelephone activities so I decided to add a little color and scan a few printed ads of this operator.

Let’s start with the Global Pass – the new roaming offer. As Stavik described in her post the offer includes a  low (local-like) rate for calls from abroad for a fixed monthly fee and a relatively high call setup fee. Below are two prints: one is Global pass for business and the other for consumer. Interestingly, the only difference is in the price. Business version features lower monthly price (ILS 14.9 vs ILS 19.9), lower minute cost (ILS 0.49 vs ILS 0.59) and lower call setup fee (ILS 3.5 vs ILS 4).

pele_globalpass_0709_a

Global Pass Business - outside

Global Pass business - inside

Global Pass business - inside

 

Global Pass consumer outside

Global Pass consumer outside

Global Pass consumer - inside

Global Pass consumer - inside

 

Additional print which also promotes the consumer version of the Global Pass communicates a message of the Pelephone’s global footprint thanks to its partnership with Vodafone Netherlands.

Global Pass - Vodafone

Global Pass - Vodafone

Global Pass - Vodafone

Global Pass - Vodafone

 

 

 

 

 

 

 

 

 

 

The next pomotion is MUSIX music service. The communicated offer is simple – ILS 19.90 for an unlimited access to 200,000 tracks of various genres. Two first month are free. I just wonder why there is no note, even in the smallest font that all the tracks are DRM protected and they may only be kept while the subscription lasts.

MUSIX - outside

MUSIX - outside

MUSIX - outside

MUSIX - inside

And the last (bonus 🙂 ) print. A free laptop promotion for ILS 189 data plan subscribers.

pele_nestick_0709_bpele_nestick_0709_a


Pelephone GSM. Campaign, Strategy, Pricing

March 8, 2009
Pelephone

Pelephone

03032009022

Outdoor Ad

As I’ve promised, I continue to cover the launch of th the new HSPA network by Pelephone. In the previous post we’ve also witnessed an unexpected help from Stavik (she is helplessly busy with some unimportant things these days :-). As she has described and criticized the new advertising campaign very well, I’ll just say a few words about it and then will share a few observations, thoughts and of ciurse pics from the new campaign.

After the very very soft launch, on the last week the campaign finally started with a huge number of outdoor posters. I believe that every third billboard in the country is covered right now with Pelephone’s strange creatures. Yet, I must say that I prefer to see these creatures instead of the annoying faces of the politicians, left from the elections. After a few days A TV spot has also appeared.

06032009042

Outdoor Ad

06032009040

Outdoor Ad

Now, as I’ve mentioned before, I was very curious of the pricing strategy Pelephone would choose in order to attract customers to the new network. A visit to Pelephone‘s website has shown that the operator offers a few packages varying in number of the included minutes. All packages also include a handset and all come with 18-months contract. No evidence of any other option. Being suspicious and still curious (yes I know, this isn’t a good quality) I passed through their service center and talked to a salesperson. She offered me exactly the same packages plus an option to take a similar plan without a long term commitment. In both cases the prices were above average on the market. And still no option to get a SIM-only deal. She just said that I don’t have to take the phone – the price wouldn’t differ.

So, what do we have?

Strategy

03032009030

Printed ad in the service center

It seems that the operator has chosen the differentiating strategy. It’s message tries to convince that Pelephone offers something the competitors’ don’t. The logo “High speed GSM” is chosen due to the fact that the average consumer the the technology used by Partner and Cellcom called GSM. Hence, Pelephone is saying – our GSM is better, completely ignoring the the fact that both Cellcom and Partner have been offering this “high speed” technology (HSPA) for a few years.

The second leg of the campaign is standing on the devices offer, presenting a new range of Nokia and Sony Ericsson handsets as an inevitable part of the proposition. Indeed, they have a few nice gadgets, but being honest, I doubt this will attract the mass market consumer.

Pricing

03032009029

Printed ad in the service center

As I’ve said, the price level is above average on the market except for the unlimited data package that is a little cheaper. Generally, as Pelephone executives had promised before the launch, Pelephone tries to attract by the extra value rather than buy price cut. It doesn’t take the risk of price war and market break.

03032009028

Printed ad in the service center

However, I’ve a guess that after an initial period, when the early adopters and impulsive buyers potential is exhausted, Pelephone will have a little choice and will probably slash the prices for very simple reasons. Today Pelephone has to run both CDMA and GSM networks with doubled operational costs. Naturally, their higher interest must be switching the old network off. So I expect a very aggressive marketing effort targeted at the existing customers. In addition’ the operator has an almost totally unutilized network, meaning that the marginal cost of every new subscriber is close to ZERO. I believe it may be wise for Pelephone to transfer aprt of that zero to the customers (in some kind of discount). Though I must admit that I don’t familiar with the figures of the elasticity of demand in Israeli mobile market. So, maybe Pelephone will manage o keep the prices high without a decrease in sales.

The absence of the SOM-only deals is not quiet clear to me. Today, in the economic turmoil. the leading carriers in the world are trying to minimize handset subsidizing and on the other hand to match people’s demand to minimize their expenses. I don’t sure how much people who are afraid to loose their job desire to buy the latest Nokia smartphone. Surprisingly, Pelephone is pushing heavily subsidized phones without any other alternative for the consumer.

I suggest that the only reason is the commitment period. While according to the new regulation rules the maximal contact period is limited to 18 months, the payments for the device may last as long as 36 months, creating some kind of longer commitment.

03032009026

Cellcom's offer for Pelephone customers

Yesterday I saw the first results assessments released by of one of Pelephone’s bosses. He talked about thousands of customers who had joined the new network even before the main advertising effort started. Maybe after all the offer is seen as attractive and beneficial enough! CONGRATULATIONS TO PELEPHONE!

P.S.

In the last few days is seems that the operators didn’t succeed in avoiding a price war. For now, the battle is between Pelephone and Cellcom only. Cellcom offers a special price for Pelephone customers (30 agorot/min) and so does Pelepfone for Cellcom customers (34 agorot/min). Let the action begin!


Pelephone GSM. The first pictures

February 10, 2009
Pelephone

Pelephone

As I’ve promised I continue to inform about Pelephone’s new network campaign enrollment. Yesterday I’ve passed again near Pelephone point of sale in the central bus station in Jerusalem. This time it looked better. New posters with “High speed GSM” logo had already been placed. It seems also that the staff has been reinforced (3 sales persons instead of the usual 1 or 2). Here are a few pictures I’ve taken. Btw pictures were shut by my brand new Nokia N79.

Pelephone poin of sale

Pelephone point of sale

Pelephone GSM poster

Pelephone GSM poster