Sorry guys I was not able to blog since long. There were multiple reasons for that. One was the main that is I was not having any high speed internet. Yesterday I bought MTS data card, the speed is good enough and now I will try to be continuous blogger. As I am using MTS so I decided to write on MTS first.
MTS(Mobile TeleSystems) was established in October 1993 by Moscow City Telephone Network (MGTS), T-Mobile Deutschland GmbH (T-Mobile), an affiliate of Deutsche Telekom AG, Siemens AG (Siemens) and several other shareholders. In late 1996, Sistema JSFC acquired a majority stake in MTS and has remained the primary owner ever since.
MTS initiated its international expansion in 2002 through the establishment of Mobile TeleSystems LLC, a joint venture with Beltelecom, the national fixed line operator in Belarus. In December 2008, MTS started to expose its brand outside the CIS borders. MTS and Shyam Telelink Limited, JSFC Sistema's telecommunications subsidiary in India, announces the agreement to allow Shyam Telelink to use MTS brand in India. The decision to introduce the brand to India is reflective of the brand’s success in the Company’s markets of operation since its launch in May 2006. In April 2008, MTS brand was recognized as one of the BRANDZ™ Top 100 Most Powerful Brands, a ranking published by the Financial Times and Millward Brown, a leading global market research and consulting firm.
Now look at the branding of MTS in India. MTS endorsed Yuvaraj and Sameera Reddy very smartly in one of its ads. The ad focuses on speed and says to get the DOUBLE DOSE of speed. In order to justify the speed, MTS is giving Reebok shoes free with MTS Mblaze that makes a man faster. What a funny coorelation but it worked for the Brand.
Nothing can come in your way when you know what you want, the ad dramatically shows that, high speed internet and smart mobile telephony.
Saatchi & Saatchi, the ad agency of MTS tried to make all the ads live. Look at the following ad. The person searches for the Games and plays the games just like as he himself is a player in between. The ad symbolizes the high speed that how a person feels that he himself is a player in between.
MTS did wonderful campaigning in order to capture the market share. Look at the following video and you will find that how MTS did campaigning on Auto Rickshaws in South India. At some places MTS put canopies offering water to the passersby. MTS did mass marketing by targeting the Apartments and Residencies by offering landline phones with CUG facilities and high speed broadband.
MTS did the successful campaigning and capture the mobile broadband market in a short while. The other advantage it had was that it was roaming free and providing speed better than Reliance connect and Tata Photon even. Except MTS no other network is providing roaming free Broadband. The tariffs of Unlimited Plan and other data usage charges are also convenient enough. So, we can say that MTS stood itself in a short while in the Battles of Advertisements.
