Launch of Hutch Indonesia: Brilliant approach !
Global telecom giant Hutchison Telecom commercially launched its Indonesia mobile operation with the brand ‘3’ (Three). They provide the latest 3G for sure. But a look at their first marketing message today, Hutch has taken a brilliant approach on introducing 3G to Indonesian market.
Hutch print-ad in Bisnis Indonesia goes full page with white text over black background, and bright yellow logo on bottom-right. The message was simple: “Hi Indonesia,” printed in bold followed by introduction of the company, their global presence, 2G/3G service offerings, Website address, and coverage. A bold text “Want it?” was at the end of the message. Similar design also shown at billboards, with logos, and site address, only with less text.
No big 3G letters
Hutch’s message was a simple, no big ‘3G’ letter mostly found in Exelcom (XL-com) and Telkomsel ads –these two incumbent operator had long launched 3G before Hutch. Exelcom for example, had a building or store all painted in bright orange with a big 3G letter on it to emphasize the technology. Or watch Exelcom tagline of being the “First, Fastest and Widest,” in 3G? Contrary, there was no message whatsoever that showed 3G as Hutch’s main appeal to win youngster’s hearts.
Who care about 3G after all? Who care if you’re the first to provide 3G ?
Subscribers don’t care whether their calls passed through 2G, 3G, 4G or another Gees. They simply want to communicate, have a unique ring tone, play and download games, browse the Internet, chat, listen to music, do a video call. It doesn’t matter what Gees technology to make it possible. Subscribers only want better service and lot of contents –given the higher data capability.
Less is more
So back to Hutch. Less is more is the right phrase for Hutch’s initial marketing campaign. I think Hutch’s simple marketing message strongly emphasize their service offerings that matter most to customers, not the technology behind it. You can tell by their logo and choice of words in ads that Hutch’s positioned itself for the more content-demanding youngsters.
The Web site
The next question popped was, how Hutch is going to give more in-depth introduction of their services and contents offerings? I noticed their Website address that appeared in all of the ads. All the telcos have done that, but given the ad design simplicity, it seduced you to check the site.
So I did. The site takes long to load this morning, timed-out many times. I tried again at lunch, this time works smoothly. As you may expect, the site’s design is as simple as the ads. I found all the information I need. Hutch offers all the contents in ‘Planet 3.’ There is music, sports, news, TV, movies, lifestyle, ring tones and games download.
Hutch’s contents are not as much as the incumbents. But it will grow overtime. The winner in Hutch is their more sensible message to the market of how their services can enhanced your life quality, instead of yelling. “Hi, attention everyone! I have this 3G lho! so come and subscribe to us!” It’s the service that matters, not the technology. Brilliant.
Additional info
Hutchison Indonesia operation goes with the name PT Hutchison CP Telecom (HCPT). It’s a joint between Hutchison Telecommunications International Ltd and Charoen Pokphand Group, with 60%-40% share. Planned initial Capex was set at US$1 billion until 2008, targeting to have one million subscriber out of total 50 million subscriber.
3 logos taken from news.bbc.uk.
Hope this new gees-player will bring real-thing to the table with no or less non-sense billing toward its customers.
Hey, Hutch! see if you are content to develop the rural area as well, Jakarta and other big cities may have enough tele-density to be cramped with..
in all, please provide competitive service as telco really boost economy’s leap to the next level.
PS:Seneng udh bisa mampir kesini, salam hangat dari Afrika Barat
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PS: Ohya, Warung yang lama ini akhirnya kembali di buka, setelah lama di tinggal mudik.
Kampret Nyasar
April 2, 2007 at 2:17 am
I really doubt that they will succeed in Indonesian market. First, traditionally, 3G costumer are generated from the previous technology, which is GSM. We have seen the NTS’s case in Indonesia, aren’t we?.
Second, Indonesian mobile phone costumer should change their habit in the way they using the 3G technology, which is very difficult. You are right, Indonesian people are really don’t care what kind of technology that supported their mobile communication. GSM, 2G, 3G, they really don’t care.
And I’m agree with you in term of their campaign advertorial. It’s very brilliant, I wonder who’s the advertising consultancy behind their campaign.
I also thought that 3 is a brand new product from new local mobile telephone provider: Sampoerna Telecommunication (?)
roi
April 2, 2007 at 8:45 am
#to roi:
You got the point right, incumbent rely on their previous technology to generate revenue out of 3G. So there’s no reason for Hutch to do the same. Even though you are a 3G provider, don’t act like one ’cause the market don’t care. At least Hutch gave the market a fresh message of 3G. Let’s see what happen next.
syahpatria
April 2, 2007 at 9:11 am
Riz……..
Lieur euy bacana…….londo pisan
ha…….ha………ha……
zepbees
April 5, 2007 at 11:59 am
Deriz,
My question is always: How much will the people demand the different content? Won’t it all depend on how affordable it all is?
Yasha Chatab
April 8, 2007 at 11:40 am
Mau isi ulang 3X? Welcome to tariff war.
Instead of voice and SMS features, please offer us affordable flat rate Internet connection.
Q
April 9, 2007 at 12:05 pm
I tried 3 once. Only for a week or two. The service quality was rubbish. Failed sms. Failed to call or be called. Limited coverage. If you go to outskirts of Jakarta, like Depok or Tangerang, the signal was so haphazard… too many blank spots. Nowadays blank spots are intolerable. I’d rather not have GPRS then having blank spots. GPRS by 3 is also overwhelmingly expensive, Rp 10/kb? Come on that doesn’t make sense. Indosat offers only Rp 1.1/kb! I wish 3 escape the price war and use the money to build stronger and wider network, not only to wash out the brain of naive customers with the appealing ads.
beta
October 2, 2007 at 4:06 pm
dear all,
i am Eugene from digicel Suriname and we are testing our network, because we are launching it in a couple of weeks. can you provide me with contact numbers and person’s name that is doing the ireg testing?
Thank u advance.
Please reply inmeddiatly.
Eugene Diran
November 22, 2007 at 7:33 pm
very interesting, but I don’t agree with you
Idetrorce
Idetrorce
December 16, 2007 at 7:56 am