Uninor: ‘Rational appeal’ way to go

The mobile operator’s new ad dumps the tired lifestyle and emotions route for a different strategic direction that has a simple, earthy charm

Uninor, I think, has taken the sensible approach for its mobile services. They have dumped the tired lifestyle and emotions route and their new ad deals with good old logic and business. This makes sense, because if all other brands have taken the lifestyle path, it’s a wasted effort to join the herd and therefore not be noticed at all. Especially, when you are a newer entrant and have to compete with biggies like Airtel and Vodafone. The rational route may in fact help the brand stand out a bit in an extremely cluttered and hyper active segment.

It’s not just the strategic direction; I also like the advertisement for its simplicity and earthy charm. The film features two young pals, both male. One is seen whining that just because he gets a longer talk-time on his Uninor, it doesn’t mean people can whack his phone for their own calls. Clearly, he is pissed off that his buddy piles on to his phone. In the frame enters a girl and asks for the chap’s phone. And the dude quietly hands it over to her; in fact, he cleans the instrument on his shirt before parting with it. And all the embarrassed chap gets is a cold stare from his male buddy.

What works for me in the execution is the totally soft, understated treatment. No camera jerks, no fast cuts, no over the top expressions, and yet the humour comes through effortlessly. The simplicity of the treatment makes the ad an entirely pleasant watch. So, full marks all round.

Apparently there are sequels to the film, all appealing to the rational, but I have still to view them, and that doesn’t matter. The point is made, and made well.

So then, what’s the big lesson? For one, it pays to be brutally singular in your promise. If consumers can powerfully equate Uninor with cost savings and discounts, and not much else, then that’s a lucrative niche to occupy. It becomes Uninor’s own little place in the consumer’s mind. This is even more important in a category where lifestyle is de rigueur, and where nothing new is left to be said.

Even more significantly, as number portability kicks in, the brand with a clear promise will be the one best placed, especially on the rational front. So a certain segment of subscribers are already in the pocket. And yes, the creative delivers as well, with its simple, easy-to-understand delivery mechanism.

Good stuff. 



BSE makes changes in five indices; to become effective from 10th Jan

Mumbai: The Bombay Stock Exchange on Monday announced changes in five indices, effective from 10th January, including the inclusion of Manganese Ore India Ltd (MOIL) in the BSE 500 and PSU indices.

Among the mid-cap stocks, Ackruti City, Allahabad Bank, IDBI Ltd, Thomas Cook (India) Ltd among others will be excluded from the list, a BSE media statement said.

Meanwhile, A2Z Maintenance & Engineering Services, ABG Shipyard, SKS Microfinance, VA Tech Wabag, Punjab & Sind Bank, Ramky Infrastructure will be included in the mid-cap list, the statement added.

In the BSE-500 index, Gati and Koutons will be replaced with MOIL and Jubilant Life Sciences.

MOIL has also got a place in the BSE PSU index, while Jubilant Life Sciences has been included in the BSE Healthcare index.

Further, BAG Films & Media, Kingfisher Airlines, Technofab Engineering, Welspun India will be excluded from the small-cap list, while Aksh Optifibre, Jupiter Bioscience, Kesoram Industries, Texmaco will be included in the index.


RIM offers interception solution using cloud computing

New Delhi: With the approaching deadline to offer complete solution for monitoring of its contents by 31st January, BlackBerry maker Research in Motion (RIM) has offered lawful interception in its security architecture through cloud computing from Indian operators, reports PTI.

Cloud computing is an Internet-based service, whereby shared servers provide software and data to computers and other devices on demand.

RIM infrastructure is ready to receive and process through the cloud computing-based system, lawfully intercepted BlackBerry Messenger data from Indian service providers, the Canada-based firm said in a letter to the government.

Earlier, RIM had assured the government that it will provide the ‘final solution’ for the lawful interception of BlackBerry Messenger services by 31 January 2011. The company has said that this was the understanding that it was to put in place the system by 31st January.

According to sources in the know, the Indian ministry of home affairs has asked the Intelligence Bureau (IB) to validate the technology (cloud computing) being offered by RIM.

BlackBerry has over one million subscribers in India, which is one of the fastest growing markets in the world in terms of new subscriber additions.

The Canada-based company made it clear that its security systems are still cutting edge by saying, “RIM maintains a consistent global standard for lawful access requirements that does not include special deals for specific countries.”

Last year, RIM had assured the government that it would provide a final solution for lawful interception of BlackBerry Messenger services by January next year. The project is likely to be completed by the end of January 2011.

With regard to Blackberry's Enterprise mail service; however, it had asserted that the company had no ability to provide customers' encryption keys.

With respect to the same issue, Robert E Crow, vice president, industry, government and university relations, RIM, had met Indian home minister P Chidambaram and explained the status of its project.

The company had also claimed that there was no deadline from the government and it was RIM that had said it would work with operators to ensure that security agencies were able to intercept BlackBerry Messenger data.

The company had also asserted that there was “no change” in its security architecture and sought to dispel talks of its ban in India as mere rumours.

The rumours around BlackBerry services stems from the fact that the Indian government had earlier asked Blackberry to provide complete access or face a ban.


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