Welcome Guest Login | Register | Site Map | | Make TelecomTiger my homepage     
Telecom News
Enterprise |  Policy & Regulation |  Mobiles & Tabs |  Corporate |  VAS |  People Movement  |  Technology  |  LTE

Interview

 
 



Loop Mobile: Engaging and then exciting our subscribers is the core focus of all our communication initiatives

Arif Ali
Head Brand & Communications, Loop Mobile
 
  TT Correspondent |  Mumbai | 24/06/2009

Among the few operators which are rolling out network as per the regulatory obligations, yet keeping a low profile of it, Loop Mobile is gaining visibility like never before since its transition from BPL Mobile brand name. TelecomTiger catches up with Mr. Arif Ali, Head Brand & Communications, Loop Mobile on the company’s brand communication related initiatives.

 

Q1) You have come up with ''look who's following you' communication. If one analyses the mobile services space in India, other operators like Vodafone and Airtel have already used this communication. On the back drop of it, how do you intend to bring about differentiation in your communication?

 

Ans: To address the first concern of other operators already using similar communication to connect with users, one has to understand that there are some aspects which are common across the mobile services domain and these aspects can be used to connect to consumers. There is continuous need to communicate and address the different aspects from time-to-time.

 

At the generic level the main intention is to connect with the users and also to engage them through the communication.

 

Agreed that some claims may sound repetitive therefore familiar to industry observers but our internal research reveals that consumers are indeed getting attracted to our communication and we have been able to engage them as well which was our main objective.

 

As we are pioneers in this circle & have honed our knowledge of the difficult & unique terrain that is Mumbai over the years it is but obvious that we would want to leverage our  expertise to build a robust & I dare say, the best network in the city. And this is the main sustainable differentiation.

 

 

Q2) Your new communication is targeted towards the youth segment who are generally known to be more inclined to new schemes and services like gaming and music rather than network. Your view point.

Ans: We felt that we connected well with the youth segment in communicating our VAS and other miscellaneous offering in our earlier communication. The need was to ensure them that we will be with them where ever they are and where ever they will be. We want to excite the end-user with the network coverage experience of our services.

 

Q3) We know Loop Mobile is set to expand its foot print outside Mumbai. Do you feel you can carry forward the same communication to your new areas of operation considering that most of the new subscribers in your new areas of operation will be rural?

Ans: We are indeed geared up for the expansion. But at this point of time we can not reveal the precise brand communication strategy for the national roll-out. There is a possibility that the communication may have regional flavour as per each circle.

 

The only thing which we can say is that we will leverage and use Loop Mobile brand name for our all-India rollout.

 

Q4) How do you plan to communicate the current campaign to your audience?

Ans:  As we know Mumbai is believed to be an outdoor city with people spending most of the time outdoors. Keeping this in mind we used the OOH medium particularly hoardings as well as intercept points where the consumers are likely to be in a more relaxed & receptive frame of mind, like multiplexes & malls. We also used radio, print and digital medium to compliment the campaign.

 

 

Q5) What is the budget you have assigned for this activity?

Ans: We are not in a position to disclose the amount but we can say that it is very competitive and healthy.

 

Q6) With competition increasing day-by-day aspects such as brand recall have assumed prime importance. How do you plan to overcome this challenge?

Ans: We are a legacy brand. The latest ET Brand Equity survey of trusted brands ranks us at 34 across the country. We are considered to be trusted and reliable by the consumers. We consistently communicate about network and core reliability as well as our service offerings which are micro-segmented and exciting. We strive to be aggressive & engaging in our communication initiatives.  

 

Q7) Loop’s earlier campaign revolved around VAS offerings. Now it is about Network. What next to expect?

Ans: It is part of a continuous process. One can be sure it will be about superior value and excitement.

 

Q8) Any plans to rope in brand ambassador for endorsing your services?

Ans: Presently we do not feel any need for it. We may consider it later on.

 

    
 mail this article    print this article    Show and Post Comment
  
Whitepaper
Maintain Business Continuity with Cisco ASR 9000 nV Technology
It is a virtual chassis solution where a pair of ASR 9000 routers acts as a single device by maintaining a single contr...read more
Simplify Your Network with Cisco ASR 9000 nV Technology
With the new Cisco Network Virtualization (nV) technology in the Cisco ASR 9000 Series Aggregation Services Routers, se...read more
Cisco Small Cell Solution: Reduce Costs, Improve Coverage
It is designed to address the challenge of mobile service coverage and to expand network capacity...read more
Other interviews
Cloud telephony is the best suited medium to reach out to the masses
"Smartphones have an integral part to play in the connected world of future"
“Domestic (Indian) brands are taking a larger share of the market every month”
“I do not expect much impact on tariff for consumers”
“We would be focusing on LTE 4G solutions in 2014 in India”
“We will start rolling out 4G LTE services by end of this financial year”
After advent of LTE technological innovation is much more challenging
“Our green technology can reduce diesel consumption by 56%”
“We expect 3G revenue contribution to be at par or exceed 2G revenue”
"We are strengthening our service capabilities in India"
“We partner with right technology and utilize our competitive advantage”
Indian VAS market is huge and effectively receptive
We are looking at growth in India
3G, 4G to fuel MVAS growth
Introduction of data plans at the right price and packaging key to growth
Smartphones will be major catalyst for mobile advertising growth in India
Despite challenges VAS market will continue to grow in India
Indo-US defense ties have created opportunities for T&M industry
3G penetration will help expand VAS market in India
ZTE has formed an enterprise solutions team for enterprise business in India
Telecom operators are looking forward to deploy green wireless solutions
Our value proposition to hotels has been well accepted
Effective mobile campaign management can boost operator’s business
Interpreting and analyzing data is vital for successful business
Unified Communications is transforming India Inc
Bill shock makes 90% Indians switch off data connection
LTE will ensure lower capital investment
'We need to come quickly to LTE': J S Sarma
'Corporate war fueling 2G controversy:’ A Raja
Ruckus Wireless’ WBA solution promises cost effective alternative to WiMAX in urban areas
Mobile data services the new opportunity for Indian operators to increase ARPU feels Comverse
Capgemini foresees huge scope for engagement with Indian Mobile Operators to drive Rural uptake
“Waiting for competition to tap the $ 150 mn agri-info MVAS market along with us”: RML
“Already serving more than 657 mn ad displays monthly in India over mobile web”: Admob
“Our international reach will be our main differentiator for mobile financial services,” says Roamware
Sterlite Technologies plans multi-fold organic growth to break into the global top league
Entry of 3G will make Broadband Services more appealing in India, says NSN
Picocell as a tool for Customer Retention, the ip.access way
WiMAX not a 4G technology, only LTE is, says Ericsson CTO
No business case for WiMAX in rural India….definitely not, says Qualcomm India
Delta carving out differentiation around Green Quotient of its telecom site power solutions
TI’s new chip makes way for Smaller, Denser, Cost-effective wireless base station design
Qualcomm India: “Well-positioned to serve both GSM & CDMA operators for 3G migration”
UTStarcom: IPTV far more relevant technology to India than any other market in the world
“Decision to foray into CDMA space is with an eye on data services” says Sistema Shyam’s CEO
‘Fixedline infrastructure can never deliver broadband across India’ says GSMA Director
With voice being commoditised, SMS set to assume greater role, foresees Tekelec
"The race is still anybody's to win in the mobile browser market," declares BOLT
“WiMAX has seen very good traction and adoption in India”, says Tata Elxsi
“.tel is the biggest innovation in the internet”
India’s largest mall on your mobile: ngpay
Economic slowdown has no impact on Airtel, says Akhil Gupta
Synchronica fully supports legal interception unlike RIM, says CEO
Motorola says uniquely positioned to best serve critical technology demands of enterprises in India
Tandberg: Real value of video-conferencing solution should be measured on usability and benefits
DTH, WiMAX and Billing to be new focus areas for Oracle India
Wireline Services will bounce back, says Chairman MRO-TEK
Motorola well-positioned to play a major role in India’s next phase of growth, says Mohanty
Aircel will double its network by 2008 end
‘We are migrating to full IP Network’, says MTNL director (technical) Kuldip Singh
Sistema will offer competitive tariff, Mobile TV in India
Mobile TV is a distant dream in India
IT & BPO growth story will continue
Redefining rules of the game