The electronic and telecom companies are banking on Internet enabled features as the key driver to sell their products. The latest to join the bandwagon is the electronic giant, Philips. Realizing the growing importance of Internet as a medium for infotainment, Philips has launched Streamium MC-i 200, touted as the world's first Broadband Internet audio system.
The company plans to spend Rs.10 million on its promotion initially. JWT is handling the account. Speaking to exchange4media, Sharmila Sahai, General Manager-Audio & Video Consumer Electronics, Philips India said, " We launched Streamium through an integrated marketing programme comprising of activities like online promos through www.indiatimes.com (banners, pop-ups, shoushkeles, contests etc.). We are also using our corporate website to provide exhaustive information on the new product."
Other than this, the product is also promoted through print campaigns, road shows and demos at youth hangouts, product reviews and intensive marketing through corporate marketing channel. "The response to these promos has been very positive and overwhelming with over 500 calls received from customers in response to our launch ad and more than 2000 responses to the contest hosted by indiatimes," informed Sahai.
Even the mobile majors are also introducing new Internet enabled handsets to woo the Net savvy consumers. Recently, Motorola launched its T720 mobile handset which promises to bringing colours to a classic form. Based on the GPRS technology, it is powered by a graphic screen that supports more than 4000 colors.
Narendra Nayak, Country Operations Manager, Motorola India PCS claims, "With T720, one can access e-mail on a go with the included POP3 e-mail client, and send messages to any mobile or e-mail address. It can be used for multi-tasks purposes from checking e-mail to receiving a call to browsing the web to sending a fax without waiting to dial-up." The promos for the same are done by O&M with media planning handled by McCann Erickson.
The leading mobile brand Nokia too plans to launch a slew of new handset models enriched with Internet features in the market soon. "Nokia would have something to offer to every consumer whether replacement or new, whether entry level, mid level or premium level, whether basic, youth, premium or fashion," said Gautam Advani, Head- Marketing and Corporate Communications, Nokia India. And the company plans to communicate with the target group in style as Advani claims, "Aggressive communication to the relevant target audience has been a Nokia norm and you will see more exciting stuff as we go along."