“I DON PORT OOO” Campaign: issues and service delivery as the epicenter!
The erstwhile brand character of Estisalat Network, Saka Adetoro became
a media trend last week for the “I DON PORT OO” advertising campaign
for the leading telecommunication operator, MTN. The campaign centered
on the directive by the regulator to the operators to begin SIM
portability of subscribers across all the networks. What however made
the campaign a media discourse and popular was the sophistication
deployed by the MTN to use a former brand identity of its competitor
that sent made the “I DON PORT OO” a trending Ascription after the my “
Oga At The Top” popular jingles.
The media commentators and
brand strategists have opened up a major discussion around the
consequence of the advertising campaign. While some are in awe of the
timely ingenuity of the telecom operator, others are of the precept that
the use of the brand personae is unethical and done in bad taste. In
another forum, it was stated that the strategy was a veiled approach by
the telecom operator to keep its huge subscribers relying on the wide
coverage area capacity of the network.
Irrespective of the scale
of advocated motives of the “ I DON PORT OO“ campaign lies the emerging
paradigm where telecommunication operators see the subscribers as the
engine room of their growth hence the need to tailor their service in
ensuring first-rate customer service in the industry. This possibility
offered by SIM portability is a novel indication that makes it possible
for subscribers to switch network with losing their unique numbers.
This development coming at the time where many subscribers are of the
opinion that the operators are not doing enough to evolve service that
is equivalent and correspondent to the expected global practice in the
telecommunication operation. The SIM portability is a veritable prospect
that put the subscribers at the vanguard of all service initiatives of
the mobile telecom operators because nobody wants to give its
competitors the reason why subscribers on its network are “porting” to
another network. The emerging trend is a welcome development which if it
had been deployed at the beginning of the global service for mobile
communication in Nigeria, it would have created a culture of admirable
service delivery for those whose passion is tailored in providing
subscribers with exception services while those that fail in that area
of subscribers at the epicenter of its service take the back bench.
The onus is now more than ever on the operators to know that highly
subscribers-centric operators lead their respective industries. The
critical task is to build service that define subscribers’ expectations
as against the predominate culture of devising brand strategies without
knowing what the subscribers (both high end and low capacity) desired.
The same index applies to subscribers in respect of location and
context. Now is the time to understand that business strategy tailored
in giving the subscribers sense of fulfillment are one of the biggest
factors in subscribers overall satisfaction with experience.
By: Gbelela Olabisi Michael (Lagos)
08023974758
olabisimichaelng@yahoo.com
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