Pelephone launch a new ad campaign

March 4, 2009
Pelephone

Pelephone

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.

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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!


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 “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?

 

 


Partner (Orange Brand) Join Multi-Play Trend

November 24, 2008

post_iconMobile operator Partner Communications has recently reportedthird-quarter net profit of ILS 296 million, up 38.4 percent from a year earlier. The Israeli company, which operates under the brand name Orange, posted revenues of ILS 1.636 billion, up 2.2 percent year-on-year, while EBITDA grew 15.7 percent to ILS 624 million.

According to an interview with David Avner Partner IL CEO, Partner, he said that Partner is set to launch a host of new services in early 2009, such as ISP, Wi-Fi and fixed-line telephony via voice-over-broadband, that are expected to boost revenue.

He also noted about the worldwide financial crisis, that he believes: ‘the cellular market may be the last sector to be damaged from this crisis.’

Taking all that into account, it is now clear why Partner does not delay its expansion into fixed voice and broadband services, since the infrastructure is nearly ready.

It is quite new for me though, as an Orange (Partner IL) customer to receive such a prominent marketing push to my mailbox.

And why push new services through BTL? well, my guesses are that at first only Orange (Partner IL) customers will be able to sign up for the new services.

And here is the mesage I got through my mail:push-orange

Written in hebrew: come forward with us, to the future, soon you could enjoy the Internet and fixed phone from Orange. sign up now and we will let you know of the launch personally, fill your details here (link to:  http://www.orange.co.il/isp_contacts/).


Why Israelies don’t ‘buy’ the mobile broadband idea

November 22, 2008

Pelephone

It was on June 2008, when Pelephone has launched its 4M ILS (1.6M $) campaign to promote it’s new mobile broadband+ laptop bundle.

The offer was considered innovative at the time, since operators only started offering a free lap-top in Europe  after Orage UK‘s successful launch in July 2008. Read the rest of this entry »


Looking for Pre-paid in Israel

September 25, 2008

A few weeks ago, I was unexpectedly washed away by a wave of nostalgia – I recalled a first mobile phone in my family – the Big Black Monster from Motorola – back in the mid 90’s. I tried to remember some details and was very surprised to realize that this was a pre-paid plan device!

For those who don’t know, today there’s is almost no such thing in Israel as pre-paid mobile plan. One can hardly see any ads or promotions of such plans and they are never being offered by sales-persons of the MNO’s.

So I decided to make a little investigation Read the rest of this entry »