alt="Cicak enjoying chit-chat ... the Singaporean way ... the humorous way." align="right">
Communication makes
life meaningful. Popularizing communication may sound unusual, but not so when almost 80
percent of the population has not made even a single telephone call. We do need to educate
the masses about the benefits of telecommunications. But that may be a tall order ... so
why not start with a little "chit-chat".
With the younger and other talkative
members of the family around, we experience enough of chit-chat. Even though the
dictionary defines chit-chat as "lighter conversation among young girls",
chit-chat is not the prerogative of any specific segment. All of us given an opportunity
would like to lighten ourselves with some chit-chat. It is not just a coincidence that the
ideal time is late evenings when the hustle and bustle of the day is over, and the telecom
network is not so much loaded.
Thus, we are not addressing just a
"niche", rather a major segment. In Japan, the Personal Handy-phone Service
(PHS) had positioned itself as a cordless service with call rates between fixed and
cellular telephony, focusing on the mass-market through this segment of late callers or if
we can call them "chit-chatters".
Cicak Does
It In Singapore
alt="https://img-cdn.thepublive.com/filters:format(webp)/vnd/media/post_attachments/42454ed2e7011c2a3f68fcf3974f23ea41873c3d984965c5fdb64f1216ef2f27.gif (14364 bytes)" align="left">
COLOR="#000000">The mobile operator
Mobile One (M1) in Singapore, which went into service last year, recently launched
"M1 Chat". It uses a cool and cheeky cartoon character Cicak—sounding like
an alliteration of chit-chat, it actually means lizard in the Malay language—to
promote the service. This Cicak, fondly called "Gordon" loves to chit-chat
incessantly on his chat-phone (read cellphone) and always with good etiquette and never on
the road. Sounds so familiar. Gordon is flashed all over the print media and the TV
network in Singapore: the commercial ends with a punchline about enjoying a good
chit-chat.
Humour
Stands Out
In a market dominated by serious messages
and complex equations representing packages, promoting chit-chat in such a humorous and
lighter way is bound to stand out. We can take the cue from our own Amul.
Chit-chat is not just the pastime of
Singaporeans. All of us need to indulge in it, just to unwind. But it needs to be
affordable. Even better, if it is mobile—we can as well walk around with out
chat-phone or take it to the cosy and private environment of our bedroom.
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"Happy
Calls" From AirTel
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It is the
latest tariff plan from our Delhi operator AirTel. Between 8 p.m. and 8 a.m., it offers
airtime rates of Re 1 per minute—unheard of. The same rates apply even on Sundays and
national holidays (one does have to pay a fixed charge of Rs 399 per month). AirTel not
only put colourful banners all over the city besides full-page ads, but also its
"street-walkers" went about offering free trial calls in the evening to let the
target audience chit-chat with their friends. They also went about distributing
gifts/sweets valued Re 1 each. Reminding Re 1 a minute. All in the interest of a friendly
and affordable chit-chat!
No-frills
Mass-market
It is
important to develop the no-frills product or service for the mass-market. How many people
really use those complex features on VCRs, washing machines, microwave ovens or mobile
phones? The mass majority need simple no-frills service. So why not "Keep-It-Simple
...", the popular KISS principle! And if possible, offer it with some humour ...
everyone can afford to smile!