Marketing Lessons from MNP – How NOT To Compete
Nation wide MNP is live from today in India and there is already a sea of ads from all operators trying to woo customers into their network. Suddenly all operators are talking about their great network coverage, customer care friendliness and call charges etc. All this only when the there is a perfect competition established in the market.
So what was happening all this while? The concentration was completely on brand building earlier but now it has shifted to features and services? Has your network suddenly become better or did it take an MNP to realise that customers needed better product and service than just a better known brand?
The fact that the ads highlight certain issues proves that the service providers are completely aware of what people ultimately want but even then they kept running away from it. Did it take a competition to make you realise that you are better and can go faster?
As a startup don’t wait for your competition to tell you what you need to do as when there is competition, same growth will need more resources.
PS: My friend tells me Adwords CPC on “mobile” related keywords has gone up 200% in past 1 week.
[Naman is a startup enthusiast and has worked with couple of Indian startups as Product Manager. He writes at The Inspire Blog]