On Advertising: Tense times in cellphone industry

Iria · Oct 23, 2005, 09:17 PM

LONDON - A new flurry of ad campaigns from some of the biggest mobile phone operators in Europe calls to mind a grammar class.

O2 is using the first-person singular "I" to highlight the i-mode wireless service that it introduced this month in Britain and Ireland.

One of its competitors, Orange, is playing with tenses, plucking a favorite slogan from the past to tell British consumers that "the future's bright."

And the pan-European pitch from another rival, Vodafone, is rooted firmly in the present: "Make the most of now."

These are, in fact, tense times in the mobile phone industry.

Market penetration is near 100 percent in many areas, new entrants are putting pressure on call rates, and consumers seem reluctant to embrace more expensive high-technology services.

So the usual barrage of marketing ahead of the year-end holiday shopping season has an extra tone of urgency.
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Read More / Source: International Herald Tribune

Oct 23, 2005, 09:17 PM	#1
Iria DriverHeaven Extreme Member Join Date: Apr 2004 Posts: 7,275 Rep Power: 89	On Advertising: Tense times in cellphone industry LONDON - A new flurry of ad campaigns from some of the biggest mobile phone operators in Europe calls to mind a grammar class. O2 is using the first-person singular "I" to highlight the i-mode wireless service that it introduced this month in Britain and Ireland. One of its competitors, Orange, is playing with tenses, plucking a favorite slogan from the past to tell British consumers that "the future's bright." And the pan-European pitch from another rival, Vodafone, is rooted firmly in the present: "Make the most of now." These are, in fact, tense times in the mobile phone industry. Market penetration is near 100 percent in many areas, new entrants are putting pressure on call rates, and consumers seem reluctant to embrace more expensive high-technology services. So the usual barrage of marketing ahead of the year-end holiday shopping season has an extra tone of urgency. ___________ Read More / Source: International Herald Tribune