Jazz Advance – Effective Product Management
Good news for Mobilink’s Jazzy customers: Jazz Advance, a new product feature has been introduced by Mobilink. Mobilink’s website describes it as: Jazz Advance enables customers to obtain advance balance by simply calling 123. So you can complete your conversation and keep talking.
Jazz Advance adds value to the brand’s personality while assuring brand loyalty within its customers and offering another attraction for prospects.
The thing that kept me laughing and enjoying TV was Mobilink’s commercial regarding introduction of Jazz Advance. The story board, characters (especially Aslam Bhai ) and message was very clear and well knitted around the brand’s strategy and target segment. Have a look:
Now coming back to the service, on reaching minimal balance i.e. Rs 3.50, one can avail an advance balance of Rs 5.00. The advance amount will be deducted from next recharge. Here, the amount is not big but the help being provided by this feature is important because there could be many situations where one already has felt need for such convenience consciously or unconsciously.
The effect of cut-throat competition is much visible here. Almost all GSM companies in general and Mobilink & Telenor specifically are continuously adding value to their prepaid and postpaid brands to create favorable positioning and to aggressively penetrate for higher market share.
The Customer Relationship Management (CRM) approach adopted by Mobilink is very well integrated with product development & brand management to maximize value for end user . This creates relationship barriers so that customer does not feel being left alone, lowering the chance to switch brand.
Related Items:
See this Discussion at Telecom Grid Pakistan.
TelecomPk.Net is a leading source of information and analysis about Pakistan Telecom industry. 
