Not for thin voices
Telecom: Sunrise is poaching customers from its competitors with a flat-rate landline service.
Telecom With a flat rate for landline telephony, Sunrise is going after customers from the competition. Swiss telephone service providers are fighting for customers and market share with an aggressive pricing policy and superlative communication. The undercutting of competitors' tariffs and overbidding of services leads to more and more offers and ultimately also contributes to consumer confusion. This is because the different tariff structures make it increasingly difficult to compare service providers. At the beginning of the month, Sunrise launched a new offensive in customer base expansion with the first flat-rate offer for the Swiss fixed network. Beat Ruch, Head of Marketing Communications at Sunrise, denies that Sunrise select unlimited is a response to Cablecom's digital phone: "As the number two in the Swiss market, we are clearly oriented towards Swisscom and therefore do not feel compelled to respond to a player like Cablecom. The introduction of select unlimited is not a reaction but an action. And this is primarily aimed at the customer base of the former monopolist. Sunrise's offer wants to position itself against their services primarily through its simple operation and transparent tariff structure. For a monthly flat rate of CHF 24, the service allows 600 calls to the Swiss fixed network. While the call duration is unlimited, special numbers, the mobile and satellite network and Internet connections are excluded. Sunrise customers also continue to pay the connection fee of around CHF 25 to Swisscom.
According to Ruch, initial reactions to the product have been very positive: "We are on target". The nationwide launch of Sunrise select unlimited starts on August 27 with TV and radio commercials. The in-house agency Wirz is responsible for the publicity campaign. The TV commercials dramatize the consumer USP "speak more" in a surprising way: a patient continues to say "A" even though the doctor has long since pulled the wooden stick out of his mouth, and a mother who has called her son in pauses for minutes on the syllable of what she has just said. "Train your voice", the text binder breaks up the scenes. Three radio commercials were also produced using the same concept. Voice training would actually be an advantage for Sunrise-select-unlimited subscribers: according to comparis.ch, the flat-rate offer is only worthwhile from 7 hours and 40 minutes per month. According to Beat Ruch, the offer is primarily aimed at classic families and other frequent callers who use their
do not want to adapt their calling behavior to the time-based rate structure.
CH fixed network marketWith the start of liberalization in 1998, the number of telecommunications providers rose by around 112 percent by 2001, according to Bakom. A year ago, Switzerland had a total of 115 licensed operators. An additional 110 companies were authorized to offer public voice telephony services. However, only around a quarter of these were active on the market. Around 34% of consumers do not make their domestic and international calls via Swisscom. Thanks to its monopoly on the last mile, Swisscom still holds 99.98% of fixed network connections. In the EU, on the other hand, six percent have already been using an alternative provider since liberalization (sk).
Sunrise's TV commercials dramatize the consumer USP "more speech" in a surprising and funny way.
Simone Keller
According to Ruch, initial reactions to the product have been very positive: "We are on target". The nationwide launch of Sunrise select unlimited starts on August 27 with TV and radio commercials. The in-house agency Wirz is responsible for the publicity campaign. The TV commercials dramatize the consumer USP "speak more" in a surprising way: a patient continues to say "A" even though the doctor has long since pulled the wooden stick out of his mouth, and a mother who has called her son in pauses for minutes on the syllable of what she has just said. "Train your voice", the text binder breaks up the scenes. Three radio commercials were also produced using the same concept. Voice training would actually be an advantage for Sunrise-select-unlimited subscribers: according to comparis.ch, the flat-rate offer is only worthwhile from 7 hours and 40 minutes per month. According to Beat Ruch, the offer is primarily aimed at classic families and other frequent callers who use their
do not want to adapt their calling behavior to the time-based rate structure.
CH fixed network marketWith the start of liberalization in 1998, the number of telecommunications providers rose by around 112 percent by 2001, according to Bakom. A year ago, Switzerland had a total of 115 licensed operators. An additional 110 companies were authorized to offer public voice telephony services. However, only around a quarter of these were active on the market. Around 34% of consumers do not make their domestic and international calls via Swisscom. Thanks to its monopoly on the last mile, Swisscom still holds 99.98% of fixed network connections. In the EU, on the other hand, six percent have already been using an alternative provider since liberalization (sk).
Sunrise's TV commercials dramatize the consumer USP "more speech" in a surprising and funny way.
Simone Keller
