New Delhi, India, March 13, 2014: Vodafone India, one of India’s leading telecommunications service providers, has launched ‘BE SMART’ Mobile Internet initiative. This ‘BE SMART’ initiative is in line with Vodafone’s overall strategy to democratise data and enhance awareness on the benefits of mobile internet to both current as well as prospective customers. The new ‘BE SMART’ initiative projects real life situations with popular mobile applications ranging from videos & music, navigation, social networking, online gaming, live stock market updates etc. It engages with the audience communicating the message of ‘Smartphones are incomplete without Vodafone 3G’, in a stimulating and interesting manner.
While data offers an exciting opportunity with, many consumers using data enabled handsets still do not use mobile internet. Vodafone ‘BE SMART’ Mobile Internet initiative communicates the need for synergizing 3G technology with HSPA enabled handsets, for a faster, smarter and better mobile internet experience.
3G is a huge game changer in today’s market. Overall data growth is 60% of the YOY growth with 3G growing at triple digit. There are about 50% of HSPA users who are still either on 2G or not using data. The BE SMART- 3G initiative is thus focussed at tapping these non 3G users and drive high speed 3G adoption.
Subrat Padhi, Business Head –Delhi, Vodafone India said, “Vodafone is a leading telecom service provider in Delhi & NCR with approximately 92 lakh customers. A visible spurt in the demand for Smartphones indicates a growing need for high speed connectivity. Basis our insights, we feel there is tremendous potential for customers using latest technology enabled handsets to adopt 3G on their phones to get the best experience. Our new ‘BE SMART’ Mobile Internet initiative targets these smartphone users and we hope to intrigue, excite and educate them on the faster, smarter and better experience of using 3G on their handsets on the go. The idea is to communicate to our consumers that smartphones are incomplete without Vodafone 3G and to enable the users to get maximum out of their handset by associating with 3G”.
Vodafone ‘BE SMART’ Mobile Internet initiative is supported by an integrated multi-media campaign spread across several media such as Radio, Digital, Print and Outdoor. The communication talks of the relevance and association of 3G to smartphones and it enables the user to get the maximum out of his/her handset. Engaging situations related to categories such as Music, GPS Navigation etc. have been developed. To reach out to customers at various touch points several mall activations and on-ground engagement activities have been planned based on the concept of engage, educate and experience.