iPhone Campaign- Orange (Partner), Cellcom and Pelephone Join Hands

September 7, 2009

post_iconCellcom, Partner (Orange brand) and Pelephone, will join efforts and resources in order to launch one single iPhone capaign for all Israeli operators bringing the iPhone.
Each operator has obliged to contribute 1.5 million ILS 聽in order to promote iPhone sales together with the exact same campaign. Yes you are reading correctly- the “fierce” competition will be forgotten through the campaign in order to creat a win-win situation for operators.

Actually this initiative kind of makes sense, because Apple doesn’t allow any of the operators to change the campaign creative-聽with the same (boring, techy) ads in every country regardless of culture, religion and weather 馃檪 …

Apple is expected to contact the Commissioner of regulation Ronit Kann to ensure that the activity is conducted in accordance with the regulation – which according to Apple, could delay the launch…

The mobile blog of Israel is speculating that Apple may use this as an excuse to delay the launch and maybe just didn’t manufature enough iPhones to fulfil the demand聽… and not just in Israel.. (then again just a speculation).

Meanwhile The Mobile Blog of Israel is considering to buy a little Android baby for itself, but waiting for a true Hero..

Cellcom launches Cellcom Volume

September 5, 2009


Cellcom will revive Arad festival on Sukkot holiday (Festival of booth) between the 5th- 7th of October, 聽for teenagers and young adults.

The operator will turn the Arad city to a city of聽 music, after a few years in which the festival has been shut down. Participants will enjoy live performances and parties.聽 Estimated project cost – 14 million NIS.

Among artists intended to prefom: Ivri Leader, Aviv Gefen, Yonni Bloch, Assaf Amdursky, Maor Cohen, Shiri Maymon and more…

The festival will be called “Cellcom Volume Arad” like previous Cellcom festivals such as “Cellcom Volume Kineret“.

It seems that Cellcom are ready to invest a lot of money in order to engage youth segment with the brand and to connect the Cellcom brand with other types of media rather than mobile, such as : music and entertainment.

Here’s the TV ad for the new activity (Notice it says Cellcom Media on it). Ireally liked it, it’s really different from other Cellcom TV ads which usually focus on what’s Israeli and targets an emotional focus. This time it’s actually catchy, hip, and has a real message that comes through.



Samsung Galaxy with android OS now available through Cellcom

August 9, 2009

cellcom聽聽聽聽聽 Cellcom is introducing today the first Android based device in Israel, the Samsung Galaxy.Galaxy

According to reviews from around the globe the Galaxy is an android based phone better fitted for mainstream users and not just technophiles (Like me 馃檪 ).

The Samsung Galaxy (i7500) is featuring a 3.2 inch AMOLED touchscreen display, and 5-megapixel camera (with LED flash).

With a thickness of just 11.9 millimeters, the Galaxy handset is actually slimmer than both the HTC Magic and the Apple iPhone 3G.

聽The handset will be available for eager shoppers for 94.50 ILS per month on a 36 months contract with a monthly rebate cutting the price to 10 ILS per month for heavy users with a 399 ILS monthly bill. (A price much too expensive for yours truly..)

In order to promote the new device, Celcom has launched a contest urging people to photograph a unique object they own and explain why it is so unique in order to win and trade that object for a brand new Galaxy Phone.

10 of the most unique objects will be聽traded for 10 Samsung Galaxy handsets.


Update: Cellcom has launched a commercial for the new Andriod device saying : “There’s nothing like the first time excitement” implying on being the first to launch the Android OS in Israel.


Pelephone continues to massivly advertise

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:

Pelephone GSM. Campaign, Strategy, Pricing

March 8, 2009



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.


Outdoor Ad


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?



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.



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.


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.


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!


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


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

Israeli Communication Map Changes

January 2, 2009

post_iconPartner VOB and ISP launch

Partner Israel (Orange brand) is finally moving from being a mobile phone operator to a full telecoms company with the launch of Internet and land-line telephony services.orange-time

After the聽“Orange Time” launch a week ago offering聽 content on-line, Partner is starting today聽to offer land-line calling through Voice over Broadband (VoB) while also becoming an Internet service provider (ISP).

Partner is the first mobile company joining the multi-play circle, shaking up telcom market which up until now consisted of聽three ISP’s and聽three mobile operators dominating the map.

Partner’s brand strategy has always based itself聽on driving 聽innovation and reflecting simplicity to customers. In accordance, 聽at an interview for “Globes“, Israeli business magazine, 聽Alon Berman VP internet and landline telephony services said: “Our strategy is not to raise a price competition… we are going for value offers”.

Some how I believe him it will work for Partner…

So all of you looking for the cheap alternative and a telecoms price war, don’t be looking forward to it聽too much, it might not happen after all.

A Few words about Orange Time

When it was first launched a week and a half ago I must admit I was a bit excited that Israel is finally going through a minor technological change attempting to change our limited concept of how communication and content feels and acts;聽 But unfortunately after the first buzz it seems that the interface Partner chose to use is clumsy and the content on the site is not as updated. I would expect that if a company is to build an Internet content platform, it would invest more in valuable partnerships with content providers to bring the best and most updated content, instead of bringing things everyone can watch on regular TV….

What do you think?