When some countries boast 4 G technologies in India, there is a war like situation among Telecom giants. Everyone including the likes of Bharti Group, Vodafone, BSNL & Tata recently launched their 3 G services in India. Price sensitive Indian market is still in its infancy, when we talk about the 3 G-technology '. Until recently, a cellular phone is used for the primary purpose of calls and text messages. It is now that these players are trying to develop a wider range of mobile communication in the country. And time is perfect. Indian average glass is growing at an unprecedented rate. Secondly he is willing to spend more than ever before, and he did not doubt to try new things. He is now willing to pay for convenience. People surfing the net on their mobile phones, they are buying smarter phones, they pay bills online and what doesn't.
Amid this change, this change, which is very fast in nature, Telecom majors trying their luck with this expensive technology. With 68000 crore invested in purchase of 3 G spectrum, I hope that these companies have good luck.
Let me remind you that the European market, where 3 G was introduced in 2003, profitable companies, mobile phone, 2-3 years ago. Therefore, it can be a long wait for the companies, and especially when they have invested so much. But as I said the Indian market at an amazing rate, converts so I think that mobile phone companies here will not have to wait that much.
Currently, many of them use experiential marketing for market development. Bharti Airtel has launched a campaign in which he has several buses red or famously known as "3 G" buses "on the move in some of the major cities. Users can go to those buses gain experience 3 G mobile services such as mobile TV, video, and online games. In addition they are also trying to bring some excitement to their customers with new Airtel ringtone. This print and outdoor campaign also shout "Airtel – here. He joined hands with Nokia for its 3 G network, which can be a smart move.
Vodafone's 3 G advertisement campaign is brilliant. His success in Zoo Zoo campaign can be gauged from the fact that he was the highest gainer in terms of number of users who have decided to change operators while maintaining the same number. Zoo 3 G, new superhero community Zoo Zoo is everywhere, be it online or offline. You can see these ads a floating ad on YouTube, portals, magazines, billboards, etc. This is a perfect example of how the integrated marketing communications is and truly reflects the personality of the brand-faster, more efficiently and better.
Tata Docomo has turned thousands of retail stores in the shopping experience, where you can come and Tata Docomo 3 G functions, the company also spent a lot of outdoor campaign activities, some of it very innovative.
A new campaign to use 3 G is pretty mundane. Although ads go on explaining the new services are being offered not to create any excitement about the brand. Ads lacks energy and hoopla that created some 3 G other brands.
Mobil moved up the ranks quickly, and I believe this is due to her relationship with Captain MS Dhoni, India cricket. It offers quite a few online 3 g. It was quite innovative in their proposals.
Idea 3 G again, I'm not very good campaign idea. After a very successful "the idea of ' sirji campaign featuring Abhishek Bachchan, this announcement did little to woo their audience. This is just another campaign for me. Actually I was a little disappointed to see these ads.
BSNL got gold, when they could have offered services BSNL 3 G priced at 2 g. that could penetrate deeper into the step, but the campaign was not very popular. Not sold well, BSNL and not easy for a customer who wanted to go to 3 G of 2 G.
There are some other companies, which are also great rates in this sector. Indian mobile phone manufacturers have already started offering 3 G-enabled mobile phones at affordable prices the middle class. But there is still a long way to go. One important aspect is understanding. After you have created awareness among companies should think about percolating down pyramid and then think about increasing ARPU.
This mountain path and one years. For example, China has only 4% adoption of technology after 2 years of its launch and that too when the players were aggressive in their marketing, and Government support. Only time will tell whether the Indian market will fare better for Telecom Majors than their counterparts in China and Europe.
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