Sunday, June 06, 2004

Vodafone aims at grey market

This is the full text of a short article in this week's Marketing magazine. A very interesting and encouraging development.

"Vodafone is to encourage an older audience to use services such as text and picture messaging with an offering tailored to mature users.

The mobile phone giant is in the advanced stages of developing the service, which is likely to be similar to its youth-focused content and entertainment service vodafone Live!, which now has more than 1m UK users.

It will launch across the world at the end of the summer and marks the first time vodafone has targeted a service at the grey market.

Vodafone is hoping that as well as boosting data revenue, it will also drive take-up across an affluent sector still reluctant to use mobile phones and data services.

Last autumn vodafone ran a campaign to lure older customers in parallel with its core youth market. The TV and outdoor work targeted the 35-plus." Dick Stroud: www.20plus30.com

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