As many as 16 players vying for the attention of consumers in a market, how can anyone get noticed? Ask Indian telecom service providers and they will tell you how…
“There is no hour of waking life in which we are not besought, incited, or commanded to buy something of somebody.” Sound familiar? Samuel Hopkins Adams, the famous advertising expert of his time, had made this remark in 1909, an era when advertising and marketing was still in its uncluttered infancy. More than 100 years have passed, but the statement seems as relevant as it was then. In fact, as clutter turns out to be the great media boogeyman of our time (as Marc E. Babei, Forbes.com’s marketing columnist puts it) and marketers its puppets, the significance of this statement has only increased manifolds with question remaining the same: How to get a hearing amidst the entire hubbub? And this holds true even for the Indian telecom industry whose growth story has said to have defied the fundamental rules of the game!
The reason as to why we can say that with élan is based on the fact that as of today there are as many as 16 players (including brands like Airtel, RCOM, Vodafone, Idea Cellular, Tata Indicom, Aircel, Uninor and Tata DOCOMO) in the Indian telecom arena vying to catch the attention of the subscribers, but with very little differentiation, both in terms of product offerings and services. This wouldn’t have been a big problem for these players if everything would have remained the same as it is now. But with mobile number portability (MNP) making its way to the Indian telecom arena anytime soon, it would become imperative for these players to have a strong brand aura so that they can not only lure new customers, but at the same time remain connected with their existing customers. “Surely MNP will be an advantage to all, operators and customers alike. However, only those brands that deliver superior mobility experience to customers and create a strong brand connect will be able to sustain the initial benefits derived from MNP,” says Allan Bonke, Executive Vice President, Delhi Hub, Uninor. Indeed true! But then, there lies the challenge: With as many as 16 players vying for the attention of consumers, how can anyone get noticed?
“There is no hour of waking life in which we are not besought, incited, or commanded to buy something of somebody.” Sound familiar? Samuel Hopkins Adams, the famous advertising expert of his time, had made this remark in 1909, an era when advertising and marketing was still in its uncluttered infancy. More than 100 years have passed, but the statement seems as relevant as it was then. In fact, as clutter turns out to be the great media boogeyman of our time (as Marc E. Babei, Forbes.com’s marketing columnist puts it) and marketers its puppets, the significance of this statement has only increased manifolds with question remaining the same: How to get a hearing amidst the entire hubbub? And this holds true even for the Indian telecom industry whose growth story has said to have defied the fundamental rules of the game!
The reason as to why we can say that with élan is based on the fact that as of today there are as many as 16 players (including brands like Airtel, RCOM, Vodafone, Idea Cellular, Tata Indicom, Aircel, Uninor and Tata DOCOMO) in the Indian telecom arena vying to catch the attention of the subscribers, but with very little differentiation, both in terms of product offerings and services. This wouldn’t have been a big problem for these players if everything would have remained the same as it is now. But with mobile number portability (MNP) making its way to the Indian telecom arena anytime soon, it would become imperative for these players to have a strong brand aura so that they can not only lure new customers, but at the same time remain connected with their existing customers. “Surely MNP will be an advantage to all, operators and customers alike. However, only those brands that deliver superior mobility experience to customers and create a strong brand connect will be able to sustain the initial benefits derived from MNP,” says Allan Bonke, Executive Vice President, Delhi Hub, Uninor. Indeed true! But then, there lies the challenge: With as many as 16 players vying for the attention of consumers, how can anyone get noticed?
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!
IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
