20060619

Virgin SugarMama and the mother of all mergers

After Fujistu and BenQ, Nokia inherits part of the Siemens DNA... Will a fourth wedding mean the funerals of Siemens ?
To tell you the truth, no one cares : Siemens has never been the sexiest of all brands, nor mobile networks the most glamorous part of the business. The only question could be "WHEN will Ericsson tie the knot with another Asian partner ?"


Meanwhile, Virgin Mobile USA brings the old airtime-vs-ad concept to another level : teens are lured by a generous Sugar Mama (sugar daddies being not that PC) who offers airtime to those who give her some attention. It's an opt-in thing where innovation lies in the multimedia flavor of the candies :

  • "ADTIME: Watch short online video spots and give your feedback.
  • TEXTIME: Answer questions via text message.
  • QTIME: Fill out brief surveys about brands, products, and services."

Besides and unlike session-by-session formulas where people have to undergo ads right before calling, Sugar Mama smarly leverages on its customer's "spare time".

The day is full of time outs when watching ads can be something else than a chore. That should be stimulating for admen as well.

Unlike at the network level, you may not have to tie tighter knots to lock your customers and partners.



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