Posts tagged Cool
Actually I should take a step back, let’s first talk about the FALL of Telecom. When Bell South came along in NZ it got a whole bunch of high end business users, but was not regarded as mainstream by many. From memory, estimates were it had around 10% market share. It also had coverage issues, especially in Auckland.
When Vodafone bought Bell South in 1998, their market share begun to steadily climb, for a whole bunch of reasons:
- It had a superior product (GSM sim card based tech vs CDMA)
- Better phones (more GSM handsets from the then market leader Nokia)
- Telecom was the atypical monopoly, and people hated them, so anyone who wasn’t them was perceived as better
- Most important, IMHO, Vodafone was COOL. Telecom was boring, old and .. well, not cool. Vodafone marketed this very well at the time.