Brand : Vodafone Blue
Company :Vodafone
Brand Analysis Count : 502
It is non odd for a mobile service provider to dabble into the hardware . But most of such launches went largely unnoticed yesteryear consumer. This bundling of hardware as well as software although real much pop inwards the Western marketplace is non withal beingness popularized inwards the Indian market.
Company :Vodafone
Brand Analysis Count : 502
Vodafone Blue is a Facebook dedicated mobile call from Vodafone. The construct is thoroughly interesting because of its unique positioning. Vodafone Blue was launched inwards September 2011 targeting the ultimate Facebook fan.
It is non odd for a mobile service provider to dabble into the hardware . But most of such launches went largely unnoticed yesteryear consumer. This bundling of hardware as well as software although real much pop inwards the Western marketplace is non withal beingness popularized inwards the Indian market. Vodafone Blue is manufactured yesteryear Alcatel as well as is co-branded yesteryear Vodafone as well as Facebook. This construct is an illustration of co-branding betwixt 2 service providers. Bharat is witnessing a huge surge inwards social networking usage. Facebook is leading the pack alongside an estimated 33 1 G one thousand Indian users. Vodafone is a leading histrion inwards the Indian mobile telephony alongside an estimated subscriber base of operations of unopen to 143 million. So meeting to tap synergies is the aim of this co-branding exercise.
Since most of the mobile service providers are grappling alongside the outcome of wafer-thin margins, information usage is beingness viewed every bit a revenue generation & survival chance yesteryear most players. The ascension of popularity of social networking sites provides ample chance for mobile service providers to gain revenue as well as also increase subscriber base. Vodafone's involvement inwards this enterprise volition hold out to increase its information usage subscriptions. For Facebook, Bharat is a crucial marketplace both interms of users as well as also advertisers. Partnering alongside a major histrion similar Vodafone volition convey inwards to a greater extent than users as well as importantly to a greater extent than usage of its site. So on newspaper , everything sounds logical as well as good.
Vodafone Blue's USP is its tight integration alongside Facebook. The production tin hold out said every bit a Facebook call as well as the production is aiming to laissez passer on a pure Facebook experience to the consumers. This is non the outset construct to come upwards out alongside a Facebook phone. Earlier HTC has launched HTC ChaCha construct alongside a dedicated Facebook button. Vodafone Blue has production features similar - dedicated F button, FB is e'er working on the background, tardily sharing of photos as well as messages etc.
The large query is whether Indian consumer needs such a production that is heavily integrated to entirely 1 social networking site ? The production is a niche but entirely fourth dimension volition say whether this production is going to take away keep plenty takers to justify its existence. It is truthful that Facebook is hugely pop inwards Bharat but volition a consumer hold out willing to musical rhythm out Rs4500 for a dedicated call is a doubtful proposition.
There are many goodness things virtually this phone. The hardware is decent thence are the looks. But at that spot are many other phones inwards the same cost make that offers many to a greater extent than features than Vodafone Blue. Hence for an average consumer, Vodafone Blue may non hold out a compelling buy.
Another interesting facet of this construct is its communication. The construct is running a high profile tvc for its launch.
Watch the advertizement hither : Vodafone Blue
The advertizement conceived as well as executed yesteryear Ogilvy is beingness shot every bit a Broadway Musical. This is the outset fourth dimension that an Indian construct has taken upwards a Broadway musical theme. The advertizement was interesting every bit a first-watch thence became every bit good long as well as boring.
Although the advertizement had some elements of creative brilliance, the role of the advertizement baffled me. Is that advertizement for Facebook or Vodafone Blue ? Do Facebook needs such a crusade explaining FB features ? Why such a long advertizement failed speak whatsoever unmarried characteristic virtually the call ??
According Business Standard, the construct is targeting non-metro consumers. The construct feels that the adjacent social networking moving ridge volition come upwards from these tier II cities. In that instance the promotion is agency off the mark. Secondly, the consumers who already are the users of FB request non hold out re-educated virtually FB features. So an expensive promotion made to exhibit creative brilliance as well as no strategy.
According to the reports, Vodafone is offering 1 yr unlimited FB access to the buyers of Vodafone Blue. The call comes locked alongside the service providers as well as the consumer has to chose a pre-paid innovation for this call to taste the FB services.
I am no proficient inwards forecasting the success of construct launches. Vodafone Blue is an interesting experiment inwards the social networking space. Influenza A virus subtype H5N1 dedicated social networking call without over-focus on whatsoever 1 social networking site would take away keep worked better, but hither inwards the instance of Vodafone Blue, it is a co-branding initiative. Time volition say whether this experiment was worth it or not.
