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Pushing the market with aggression

Posted in General, Marketing, Mel Varley, Latest reporters' blogs April 4th, 2007 by Melinda Varley

The telecoms markets has become somewhat saturated, according to some mobile giants and it has left them wondering what to do next.

Once a telecoms company has market share, it’s a hard thing to let go of. Just like Mr Bill Gates and wanting a finger in every pie, the teleco’s of the world will forever be competing to not only out-do the rest, but just to keep up.

If you cast your mind back to the times when there was only a handful of handset manufacturers that were known of, it was a ‘one or the other’ market and both probably gave you the same, if not similar services.

Now of course, it’s not just about which manufacturer you like better or which is the cheapest or smallest or has the coolest ringtones, it’s definitely more about what it looks like and where and how you can advertise the brand. 

One particular mobile giant that seems to be making not just an avid effort to keep up with the rest, but also making sure it’s brand and services are available at every possible corner is Vodafone.

Tipped to take on sponsorship on the London 2012 games and now to be sold across Asda supermarkets with a concession store in Harrods too, Vodafone has made sure it’s not just staying ahead of the game, but it’s name is everywhere.

Continuously surprising us, the brand also has a presence in the virtual world of Second Life as well as the music market with its Vodafone Live Music.

Not to single out Vodafone, as every mobile brand now has a presence in music, but the brand has had a strong start to 2007 after being criticised for a reshuffle. It seems the announcement of the iPhone got a few brands scared but innovation isn’t necessarily the key to some brands.

3 mobile went through a similar reshuffle, booting out WCRS and 300 staff to go with it. But while to some it can look as if the company is being selfish and overlooking the needs of its workers and customers, the brands need to compete and the market forces them to do so aggressively.

With every carrier offering you services from internet, gambling, mobile TV, MP3 and high tech games I’m looking forward to what they can come up with next…and where.