A busy week for all mobile operators in Israel, a lot of bits and bytes to update you with.
Pelephone has started this month announcing the iPhone on its network. Its competitors Partner Orange and Cellcom have both declared they will also bring the iPhone to the holy land. (Cellcom took a while to decide but finnaly tumbled under the iPhone pressure) So soon Israel will be probably the only country in the world to offer iPhone from all operators… (well…except Mirs).
But Pelephone didn’t give up and is planing to bring the HTC Magic to Israel too. The Android based phone is likely to attract tech freeks (like me) who crave to have a linux based phone with all the capabilities of a smartphone and a QWERTY keyboard.
And another thing about Pelephone… It seem this company just keep working those engines…. they are also rumored to bring the Palm Pre to Israel to make Alia… “The Mobile Blog” promises to update on the matter.
And in a different Activity (again) Pelephone (good job guys!) is also launching this summer a music festival in Tel-Aviv that branded on the name of the new service launched recently: Musix. The festival will take place on the 19-20 of August, bringing young fans the singer “Lady Gaga”, Simple plan, kaiser chief and some local artists such as: Aviv Gefen, Monica Sex etc.
Pelephone customers will be able to purchase tickets in a lowered price: 199 ILS instead of 319 ILS for the whole festival. Aday pass will cost 149 ILS instead of 229 ILS.
Tickets can be purchased at: www.pelephone.co.il
Pelephone has also set up a mini-site for the festival- Here
And there is also a very nice commercial which I will try to upload as soon as I can.
Oh what a summer for mobile fans…
Orange Partners with ‘Bug’
Orange has announced a partnership with ‘Bug‘, a chain of 50 computer stores across Israel. The partnership will allow Orange (Partner) to operate sales counters iwithin the stores in order to promote the sales of Orange’s (Partner) broadband/ mobile broadband, netbooks, landlines and additional products. The strategic partnership comes a few months after Partner has waived on operating its points of sales in ‘Superpharm’ durgstore chain, who has been in a long partnership with Orange which was established almost from Orange’s first day in Israel.
Pelephone has already replaced Orange in operating ‘Superpharm’s points of sale and it seems that Orange needed to change location in order to change customers preception of it services range. In order to communicate to customers that the service range includes a strong link to internet thease day it was important to sell it alongside with computers. This step further emphsizes that Orange is a quad-player.
Cellcom Partners with ‘Egged’
Cellcom has partnered with ‘Egged‘ transportation (bus company) and ‘Transpot’, in a project that will see that bus passengers will have the ability to track the driving path and know the approximate estimation of arriving to their final destination.
The information will be displayed to passengers on two screens: one near the entry door and the driver, and the other near the exit door.
Well, this sounds kind of cool! The mobile blog of Israel can’t wait to check that out..
What do you think?
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:
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.
Partner 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.
After the “Orange Time” launch a week ago offering content on-line, Partner is starting today 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 three ISP’s and three mobile operators dominating the map.
Partner’s brand strategy has always based itself on driving innovation and reflecting simplicity to customers. In accordance, at an interview for “Globes“, Israeli business magazine, 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 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; 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?