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Telecom Launches Mass Mobile Migration


Telecom Launches Mass Mobile Migration

Telecom Mobile is launching a major new campaign to drive one of the largest migrations in New Zealand telecommunications history – the transition of existing mobile phone subscribers up to the advanced 027 mobile network.

The new ‘G027’ campaign – which includes TV and billboard ads and an upgrade programme for existing subscribers – is designed to excite mobile phone users about the possibilities of Telecom’s 027 mobile network, launched18 months ago at a cost of $200 million.

027 offers superb call clarity, enhanced roaming capability, and is New Zealand’s fastest mobile data network. Its high-speed data capabilities mean the 027 network is ready to deliver the next generation of mobile services including video messaging, email and mobile internet, and arcade-style mobile video games.

Telecom Mobile General Manager Kevin Kenrick says the transition from old technology mobile networks to 027 is akin to going from video tape to DVD.

“Just as DVDs allow you to watch films in a whole new way, 027 opens up a whole new range of mobile possibilities.

“Services like checking and sending emails on your mobile phone, and accessing the latest news, sport and weather info via the mobile internet, are already available on 027 and we’ll be rolling out more over the next few months,” he says.

Kenrick says until now Telecom has concentrated on moving early adopters over to the new 027 network with individual offers. A broader campaign was planned once the service had attracted a critical mass of customers.

“We set ourselves a goal of 250,000 customers on 027 before moving from targeted offers for early adopters to a mass advertising campaign, and we reached that number this month,” he says.

Telecom has a planned upgrade programme for existing 025 customers that will roll out over the next two years.

“A critical part of the new G027 campaign is making sure that 025 customers understand the possibilities of 027. If you think about things like taking and sending video messages on your mobile, some of those possibilities are pretty exciting,” says Kenrick.

To illustrate the possibilities of 027, the new TV commercial features unscripted vox pops from members of the public who were are asked what they want their mobile phone to be able to do in the future.

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