Mobilink has admitted the fact that major revenue push in the telecom industry is because of the youth segment which is utilizing the telecom services the most.
Telenor with its product ‘djuice’, Ufone with its product ‘Uth’, Warid with ‘Glow’ and Zong as an entity itself are capturing the youth segment. Therefore, Mobilink felt that they should have their old youth brand OCTANE revived with new look and feel. This upcoming Youth Brand is likely to surface in November 2010.
Competition in Telecom Industry: Mobilink, for long, tried to cope with Youth with their primary brand Jazz, however, with time Jazz has turned out to be more of a generic brand. Specialized package for youth, Jazz Octane couldn’t leave the impact due to its daily rental, at the same time, pricing and publicity didn’t match the competition. Maybe its little late, but Mobilink has rightly identified the need of a Youth Brand, because it is the youth that has revolutionized the scope of the mobile industry from being just an ordinary mobile phone calling/receiving device to becoming a texting, web connected, instant messaging, and social networking phenomenon.
Target Audience: Target audience for this upcoming brand is said to be between 15 to 25 years of youngsters.
Offerings: Keeping in view the Mobilink’s recent (hourly) offers, Mobilink will try to come up with special treat for youth, who are usually hard to impress these days. It is sure that Mobilink will retain its focus on SMS and internet GPRS packages to grab the attention.
Official Advertising Agency: The agencies have presented their concepts to Mobilink but Red Communication Arts is already celebrating their winning as they have a consent from the Mobilink Head of Marketing on the grant of being the official advertising agency of Mobilink.