Nothing Changes with Sunrise New Face and Strategy
Sunrise, the integrated Swiss alternative operator, recently changed its logo and strategy in an attempt to re position itself as the real and only alternative to Swisscom.
It's not the first time, in the last 8 years Sunrise had tried everything to increase its market share and become a real threat to Swisscom and Orange and a major player in the market.
With alternative successes and failures Sunrise has modified several times its prices, services and position in the market achieving only confusion and lack of trust from its customers.
First: Sunrise, do what you do best and don't confuse with different and conflicting messages your customers!
Sunrise's customers are unaware of the differences between the new and the old Sunrise.
Prices models changed, yes, but why?
At the end of the day nothing really changed!
The same basic price plans that diAx introduced 8 years ago, with some variations but - at the end of the day - the same. There is a lack of innovation.
Second: Decide! What is your business like?
Accessing your homepage a mobile phone welcome me. Almost immediately I realize that your strategy is focused only on the mobile market.
I do not see any information on your fixed and broadband businesses; and it takes some time, several clicks, to find them.
I understand that you are not doing lots of money with them, but if you want to be an alternative to Swisscom you should actively bundle, pack and supply your products as communication services. Not as separated products.
Are you shifting the attention of your customers to your core business?
Clever, business-school type strategy, however, in doing this you are now very similar to Orange. Why should customer choose you instead?
Third: Learn from your mistakes and take the best from other markets.
You have the unique opportunity of becoming the 'only' real alternative to Swisscom.
Don't miss it with 'cleaver' top-down strategies, instead try hard to be different, unique!
And actively communicate, every time, your uniqueness.
:-)
Sunrise's customers are unaware of the differences between the new and the old Sunrise.
Prices models changed, yes, but why?
At the end of the day nothing really changed!
The same basic price plans that diAx introduced 8 years ago, with some variations but - at the end of the day - the same. There is a lack of innovation.
Second: Decide! What is your business like?
Accessing your homepage a mobile phone welcome me. Almost immediately I realize that your strategy is focused only on the mobile market.
I do not see any information on your fixed and broadband businesses; and it takes some time, several clicks, to find them.
I understand that you are not doing lots of money with them, but if you want to be an alternative to Swisscom you should actively bundle, pack and supply your products as communication services. Not as separated products.
Are you shifting the attention of your customers to your core business?
Clever, business-school type strategy, however, in doing this you are now very similar to Orange. Why should customer choose you instead?
Third: Learn from your mistakes and take the best from other markets.
You have the unique opportunity of becoming the 'only' real alternative to Swisscom.
Don't miss it with 'cleaver' top-down strategies, instead try hard to be different, unique!
And actively communicate, every time, your uniqueness.
:-)
Labels: Convergence, New-economy, Strategy, Sunrise, Switzerland
posted by Marco L. Gatti at
Monday, October 29, 2007
