News Article
People-powered MVNO 'to rely on user-generated brand content'
Mobile virtual network operator is engaging with consumers to promote the company.
A new 'people-powered' mobile virtual network operator (MVNO) is relying on consumers to drive its marketing efforts in exchange for free calls, texts and mobile internet.
The brainchild of O2 broadband chief Mike Fairman, giffgaff will launch on Wednesday and will employ the Tool Hire concept of marketing, where several fun and eccentric marketing tools will be available for free hire by the public.
Its tools are designed to enable consumers to promote the company in an amusing and capturing way, with users required to upload videos of themselves using the tools to YouTube.
Mr Fairman said that engaging consumers cannot be underestimated and will underpin giffgaff's growth.
"Involving customers in a two-way dialogue is at the forefront of what we want to do. We've already seen positive engagement with people and great interest in our model," he added.
Recent research from the Internet Advertising Bureau found that the majority of marketers believe mobile will be the fastest-growing platform over the next five years.
Published: 23 Nov 2009
The brainchild of O2 broadband chief Mike Fairman, giffgaff will launch on Wednesday and will employ the Tool Hire concept of marketing, where several fun and eccentric marketing tools will be available for free hire by the public.
Its tools are designed to enable consumers to promote the company in an amusing and capturing way, with users required to upload videos of themselves using the tools to YouTube.
Mr Fairman said that engaging consumers cannot be underestimated and will underpin giffgaff's growth.
"Involving customers in a two-way dialogue is at the forefront of what we want to do. We've already seen positive engagement with people and great interest in our model," he added.
Recent research from the Internet Advertising Bureau found that the majority of marketers believe mobile will be the fastest-growing platform over the next five years.
Published: 23 Nov 2009