Archive for the ‘telecom’ tag
Zoozoo!
Buzz behind Zoozoos – Everyone is talking about Zoozoo these days. Even me for that matter!! And you know what this is creating my friends? Its creating a buzz … a buzz unlike any other in the market these days. People love it, people hate it … but people definitely talk about it. Vodafone has a winner here – or so one might think.
Industry situation – With mobile penetration in India going to touch around 90% by 2014 (thats 1 billion mobile phones!!!), the revenues from simply voice based services are going to trickle down. What were considered to be luxury services on mobiles (missed call alerts, caller ring back tunes, et al) are now considered necessary services. Living in a country which has multiple mobile service provider also means that all these service providers have to invest for customer acquisition. Which means even lesser charges from voice based services.
Jumping the gun – The only way voice based revenues could be increased is to increase the Value Added Services (VAS) part. Before we go any further, What do you mean by VAS?? Don’t worry, even I didn’t know about them a few months back, I worked in an IT firm making solutions for Telecom Operators and I had no clue what they meant by VAS!! Thanks to those beautiful ads, now I do!! But why will people buy these services, how can they buy them if they do not even know what they means?!? Hence the need for awareness for these VAS was recognized by Harit Nagpal (Chief Marketing Officer, Vodafone India). Ogilvy was given the charge of creating the buzz for Vodafone.
The Buzz Explained – A good buzz can be dissected to have these elements
- Clarity of message – Each ad ends with the particular VAS feature. The message is clear.
- Simplicity – Ogilvy’s Rajiv Rao, in charge of this promotion knew that the entire idea had to be simple and yet stupefying to cut across all ages and convey the idea. All the ads depict this minimalistic approach.
- Stand out – The egg shaped head; it stands out. The cute shape of those zoozoos; it stands out.
- Variety – A single idea can also cause a buzz, but over a period of time it dies down, simply because people cannot keep on talking about the same thing again and again. e.g – pink chaddi campaign. You need fodder for people to talk during train journeys!!
- Right time, Right medium – IPL for TV, Youtube for online. Zoozoo is everywhere. An nice article by Sushrut Bidwai can be found here.
It’s a great campaign, and I would not be surprised if this turns out to be a case study in a few years. As I finish this post, a question still remains in my head – what will happen if the Zoozoo’s buzz transcends Vodafone VAS and moves on to something totally different (e.g I saw a political ad with the zoozoo theme)?
Convergence
I think I have already written a blog post by this title, this could be a continuation of the same. When I was working with TechMahindra as a part of their leadership cadre, some of us were asked to meet up with British Telecom’s (BT) Vice President, Warren Buckley. He launched into how telecom, ISPs, content providers, etc are soon converging into one maelstrom of user enabled content. That was the first time I heard of the term Web 2.0. Back then one of BT’s top concerns was that Google will eat up the entire market. That was 3 years ago. This is now.
I am currently working with I2itelesource Pvt Ltd as a Delivery Manager. The organization is into deploying cutting edge solutions for telecom service providers and mobile network operators. They do a lot of business in the Asian subcontinent, and a lot of business comes from Middle East. The kind of demands and promises our sales team does is stupendous, stupefying and sometimes plainly stupid.
Coming back to convergence, back then it was very difficult to plan and put together a service platform for content providers. Now, they can be built by taking ready-made blocks and clubbing them together. Service Oriented Architecture and Web Services in full flow. Makes my mouth water J. Imagine streaming content in real time off a media/streaming server, encoding it so that the user can watch it only once, creating the charge records and charging the customer’s account and delivering the content to an IP-based device (TV/Computer/Projector, et al) for a seamless on-demand service. Can this be done? Yes.
There would be a time when telecom, internet, television and other new age media would converge in one seamless integration. Imaging checking your email on your TV while you are watching a cricket match. This can be done. Playing hookey at work seems so much easier, yes?
