Mobilicity – A new Cell-Phone carrier that gives new definition to mobility through simplicity, and its simplicity has been going against The Big 3 – Rogers, Bell, and Telus.
As Nikita Arora stated in her blog post. Mobilicity has been running a campaign in 5 major Canadian cities – Vancouver, Edmonton, Calgary, Toronto and Ottawa, building trust by pin-pointing on sky-high fees the big 3 charge. In particular, this campaign targets the overage fees that drain wallets of many Canadians. This way, they will be able to stir up public resentment towards the Big 3 and the same time gain full-attention on themselves.
Why might this be an effective strategy?
Mobilicity has always offered unlimited, no contract-plans. A quick visit to a Mobilicity store, can save you up to $30 – $40 of monthly cell-phone fees.You could get an unlimited everything (Income/outcome calls, worldwide text, North America calling, and Unlimited 3.5G data) for a price of 6G data coverage that Big 3 offer. Those numbers shine in the eyes of customers- as it did in my eyes. They are therefore in perfect position to market them self as a superior in the industry.
However, there is a negative side untouched in Nikita’s blog post. Low-fees are create the best positioning statement for Mobilicity – It could be ” To all talkers/texters, Mobilicity is a carrier that simplifies connection with no contract and low-fees”. This statement is easily destroyed by Big 3 because they have a “Strong Signal” that Mobilicity lacks.
Although there are negative sides, Mobilicity’s been able to grab a lot of attentions, and it will continue to do so with its “cheap” fees.
