Ab Mera Number Hai – Telenor India Launches
Telenor Group’s Indian mobile operation, Uninor, today announced the launch of its mobile services in seven Indian telecom circles, making it the largest single day launch in the telecom history. On the first day of service Uninor will cover a footprint of close to 600 million people. Its interesting to note the organizational mode and the marketing strategy.
Marketing Strategy
Uninor will leverage from Telenor Group’s established marketing and design framework. As in several other markets where the Telenor Group is present, the brand follows Telenor’s brand strategy, combining the global position of the Telenor Group with a distinct local identity. Uninor’s tagline is “Ab mera number hai” or “My time is now”, set to target the young and ambitious individuals.
Organizational Model
Uninor has established an organizational model, utilizing the unique extend of infrastructure sharing and large degree of outsourcing services available in India. With extensive use of outsourcing, Uninor has created a fast, flexible and efficient model for future growth. Jon Fredrik Baksaas said:
The Indian organizational model represents a new and innovative approach to setting up a light and cost-efficient telecom operation. I believe that Uninor’s organizational approach will make them faster and more agile than a traditional mobile operator.
The Uninor launch also represents the largest ever distribution at launch by any operator in India. From the start, Uninor will be retailed at over 210,000 points of sale through close to 1000 exclusive distributors in the seven circles. Uninor services will also be available in 17 exclusive company owned shops and 50 exclusive franchisee shops.
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maverick, you seem to be a frustrated insider. taking digs at individuals is a sign of a really small individual. and what do you know of advertising anyway.
God help uninor. Haven’t seen such a bad advertising coming out of India in ages. David Meneghello is a wrong chioce to head Marekting. It should have been given out to Dushyan Vaithi. If this sort of advertising and brand bulding continues continues then Uninor is a complete crash.
all said and done, well the fact is telecom war has started in india and thanks to new players like uninor , mts, tata docomo for doing this.
the tariff plans are ensuring that we end user gets the best.
uninor being latest is being aggressive in its marketing strategy and it is also said that their plans are coming out to be cheapest. Cheaper than one second pulse also.
The fact is that an average call we make is around 100 seconds and uninor comes out to be 97 paisa max where as others are minimum 100 paise i.e rs 1.
so the more we talk cheaper it gets on uninor
cool
@khayati How many ambitious individuals will make Uninor recover the investment costs? Lets be practical.
@nikhita If ordinary people in India sell the mobile connections then I think the people who intorduced AR Rahman, Abhishek Bachan, Aamir Khan and Shahrukh Khan should be brought to free range and shot for wasting huge budgets whereas it was that simple as it is like Uninor is posing to sell a mobile connection in Indian market!
Now to give a 1% of reality check: Bollywood has glamorized the mindset of an every Indian consumer and they get pulled towards glamor. That’s why Shahrukh Khan, AR Rahman, Aamir Khan and Abhishek Bachan are selling the connections and not ordinary people.
I can see the Uninor hoardings all over and really love the fact that they have used ordinary people instead of big stars. It really fits well with their ‘Ab Mera Number Hai’ campaign. All the best Uninor!
uninor as a brand is standing out making a headway n pointing at ambitious individuals to make opportunities n not wait for them.. Its different than other telecom brands showing happy n touchy faces.
This is crap advertising. Nothing is in synchronization with consumer’s mobile-behavior. What was Uninor thinking? This isn’t Pakistan bhaaya!
The marketing and brand strategy revealed from the TVC shows how consistent their policies are. Good luck Uninor.