MUMBAI: The telecom industry<\/a>’s pricing war is spreading to advertising, as top carriers Bharti Airtel<\/a>, Vodafone<\/a> India and Idea<\/a> Cellular jacked up spending on promoting their latest price points and services to ring-fence users from jumping ship to Reliance Jio<\/a> Infocomm. 孟买:电信行业的价格战争蔓延到广告,作为顶级运营商Bharti Airtel,沃达丰(Vodafone)印度和的想法细胞抬高支出促进他们最新的价格和服务来保护用户跳槽依赖JioInfocomm。
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While the three incumbents have already increased ad spending<\/a> by 10-15% each since Jio<\/a> launched services early September, they are expected to further rev up expenses by at least 20% on year each this fiscal through March 2017, heads of advertising and marketing agencies involved in planning telco strategies said.
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\nJio is expected to raise its spending by 50% on year this fiscal in the firefight to swiftly build on the 100 million user base, especially in the crucial months immediately after it starts to charge for services from April 1. Jio will have to promote its offers to get users to make it the primary SIM. Currently, most of its customers use it as a secondary operator, and for customers to shift loyalty, Jio will have to advertise heavily, experts said. Jio did not respond to ET's query .
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ET spoke to ad makers working with these telecos on their marketing campaigns across media platforms. There seems to be a consensus that with Jio rolling out its tariffs, campaigning wars will only intensify. This would pressurise telcos<\/a> at a time when revenues are falling and margins are thinning, but this is unavoidable, they said.
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\n![\"\"](\"\/\/www.iser-br.com\/Themes\/Release\/images\/responsive\/ettelecom-default.jpg\")
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\nArun Iyer, chief creative officer, Lowe Lintas, working on the Idea Cellular account, said the field has become ‘hyper competitive.’ The Kumar Mangalam Birla company brought out a ‘tactical’ television ad that spoke on quality rather than free offers, cocking a snook at the six months of freebies rolled out by Mukesh Ambani-owned Reliance Jio.
\n
\n“Everybody is currently talking about plans and tariffs. Going forward is when the power of the brands will come in,” said Iyer. Idea Cellular did not respond to ET’s queries. Reliance Jio’s television ads on its new tariff plans are already on air.
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\nThe company, however, did not respond to ET’s queries.
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\nAccording to media analyst estimates, the telecom sector spent Rs 4,500 crore in advertising in 2016. Shashi Sinha, CEO IPG Mediabrands, said that about 35% of these numbers are of telecom operators while the rest mainly are of handset makers. Also, spending on television ads would go up by at least 15% in the next few quarters, now that Jio has started charging customers.
\n
\nTraditional media like television, print and billboards will continue to find favour with the four-five main operators, but social and digital media, too, will be under spotlight.
\n
\n“As consumers are increasingly embracing the digital world and preferring to engage via apps and social media platforms, we have strengthened our focus on digital and increased spends in this category by 50%,” said Siddharth Banerjee, executive vice-president (marketing), Vodafone India.
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A person familiar with the media planning with one of the top telecom operators also noted the increased “focus” on advertisements, especially digital. Airtel<\/a> did not respond to an emailed query from ET either.
\n
\n“The advertising spending is just a start, and we will see more campaigns from the telecom operators from April-May and especially before Diwali. They may bundle offers with handset makers and new phone launches,” said marketing expert Jessie Paul, CEO of marketing advisory firm Paul Writer.
\n
\nPaul said the total marketing spending is roughly 20%, but the next year can see it go up to 30% at least. However, the spending will also depend on consolidation, calls taken on how much they want to dig into the coffers on advertising later on.
\n
\nA head of an agency working on one of the top three telcos said that while reacting to Jio’s expected advertising salvo, Idea and Vodafone would have to keep in mind their different set of consumers if their merger goes through.
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\nVodafone, which has bought TV time during the IPL, an envious slot because of the game’s popularity, is strong with urban subscribers while Idea focusses mainly on a rural, semi-urban user base. If the merger goes as per plan, it would become the largest operator in India by revenue market share and subscribers.
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\n“A lot of what will happen next will depend on how consumers react to Reliance now that it is charging,” said the head of the agency mentioned above, who did not want to be named.\n\n<\/p><\/body>","next_sibling":[{"msid":57567933,"title":"BSNL employees take out rally for long pending issues","entity_type":"ARTICLE","link":"\/news\/bsnl-employees-take-out-rally-for-long-pending-issues\/57567933","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":57567977,"entity_type":"ARTICLE","title":"Reliance Jio entry forces Airtel, Vodafone, Idea to up spending on ads","synopsis":"While the three incumbents have already increased ad spending by 10-15% each since Jio launched services, they are expected to further rev up expenses by at least 20% on year.","titleseo":"telecomnews\/reliance-jio-entry-forces-airtel-vodafone-idea-to-up-spending-on-ads","status":"ACTIVE","authors":[{"author_name":"Devina Sengupta","author_link":"\/author\/479212895\/devina-sengupta","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479212895.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":false,"msid":479212895,"author_name":"Devina Sengupta","author_seo_name":"devina-sengupta","designation":"Senior Assistant Editor","agency":false}},{"author_name":"Delshad Irani","author_link":"\/author\/479203177\/delshad-irani","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479203177.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":false,"msid":479203177,"author_name":"Delshad Irani","author_seo_name":"delshad-irani","designation":"Editor","agency":false}}],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2017-03-10 08:33:55","lastupd":"2017-03-10 08:35:05","breadcrumbTags":["Reliance Jio","Airtel","idea","Voda","ad spending","Telcos","Vodafone","industry","Bharti Airtel","Jio"],"secinfo":{"seolocation":"telecomnews\/reliance-jio-entry-forces-airtel-vodafone-idea-to-up-spending-on-ads"}}" data-authors="[" devina sengupta","delshad irani"]" data-category-name="" data-category_id="" data-date="2017-03-10" data-index="article_1">
虽然三个在职者已经增加了广告支出了10 - 15%Jio9月初推出服务,他们预计将进一步加快费用至少20%在这个财政每年通过2017年3月,广告和营销机构负责人参与电信规划策略。
Jio预计将提高50%的开支,这1亿财政在交火中迅速建立用户基础,尤其是在关键的几个月后立即从4月1日开始收费服务。Jio将促进其提供让用户使其主要的SIM卡。目前,大多数的顾客使用它作为一个二级运营商和客户忠诚度转移,Jio会大力宣传,专家说。Jio没有回应等的查询。
等与广告厂商处理这些电讯业跨媒体平台营销活动。似乎有一种共识,即Jio推出其关税,竞选战争只会加剧。这将使增压电信公司当收入下降,利润变薄,但这是不可避免的,他们说。
Arun艾耶首席创意官,劳灵狮广告,致力于手机账户,说该领域已成为恶性竞争。”Kumar贝拉Mangalam公司拿出“战术”的电视广告,在质量而不是免费提供的,趾高气昂的六个月免费推出的穆克什Ambani-owned Jio的依赖。
“每个人都正在讨论计划和关税。是品牌的力量什么时候来,“艾耶说。想法细胞没有回应等的查询。依赖Jio的电视广告新的关税计划已经在空气中。
然而,该公司没有回应等的查询。
据媒体分析师估计,电信部门2016年在广告花费4500卢比。首席执行官沙市Sinha IPG集团表示,这些数字是约35%的电信运营商其余主要手机制造商。同时,电视广告支出将至少上升15%在接下来的几个季度,既然Jio已经开始收费的客户。
传统媒体,如电视,报纸和广告牌将继续找到与四五主要运营商的支持,但社会和数字媒体,也将受到关注。
”,消费者越来越多地拥抱数字世界,而是通过应用程序和社交媒体平台,我们加强了我们的专注于数字和花这类增加了50%,”哈斯巴纳吉说,执行副总裁(营销)、沃达丰(Vodafone)印度。
一位知情人士媒体计划的顶级电信运营商还指出增加的“焦点”广告,尤其是数字。附近的旅馆没有回应电子邮件的查询等。
“广告支出只是一个开始,我们将看到更多的活动从电信运营商4、特别是在排灯节。他们可能包提供了与手机制造商和新的手机发射,“营销专家杰西说保罗,营销咨询公司的首席执行官保罗的作家。
保罗说的总营销支出大概是20%,但明年至少可以看到它上升到30%。然而,支出还将取决于整合,调用了多少他们想深入研究资金在广告。
一头一个机构工作的三大电信公司表示,尽管对Jio预期广告齐鸣,想法和沃达丰必须记住不同的消费者如果合并交易通过。
沃达丰(Vodafone),买了电视时间在联赛期间,一个嫉妒的插槽,因为游戏的受欢迎程度,强与城市用户想法小说主要在农村,半城市用户群。如果合并按照计划,它将成为印度最大的运营商收入市场份额和用户。
“很多接下来会发生什么,将取决于消费者如何应对依赖现在充电,”上述机构的负责人说,不愿具名。
MUMBAI: The telecom industry<\/a>’s pricing war is spreading to advertising, as top carriers Bharti Airtel<\/a>, Vodafone<\/a> India and Idea<\/a> Cellular jacked up spending on promoting their latest price points and services to ring-fence users from jumping ship to Reliance Jio<\/a> Infocomm.
\n
While the three incumbents have already increased ad spending<\/a> by 10-15% each since Jio<\/a> launched services early September, they are expected to further rev up expenses by at least 20% on year each this fiscal through March 2017, heads of advertising and marketing agencies involved in planning telco strategies said.
\n
\nJio is expected to raise its spending by 50% on year this fiscal in the firefight to swiftly build on the 100 million user base, especially in the crucial months immediately after it starts to charge for services from April 1. Jio will have to promote its offers to get users to make it the primary SIM. Currently, most of its customers use it as a secondary operator, and for customers to shift loyalty, Jio will have to advertise heavily, experts said. Jio did not respond to ET's query .
\n
ET spoke to ad makers working with these telecos on their marketing campaigns across media platforms. There seems to be a consensus that with Jio rolling out its tariffs, campaigning wars will only intensify. This would pressurise telcos<\/a> at a time when revenues are falling and margins are thinning, but this is unavoidable, they said.
\n
\n
\n
\nArun Iyer, chief creative officer, Lowe Lintas, working on the Idea Cellular account, said the field has become ‘hyper competitive.’ The Kumar Mangalam Birla company brought out a ‘tactical’ television ad that spoke on quality rather than free offers, cocking a snook at the six months of freebies rolled out by Mukesh Ambani-owned Reliance Jio.
\n
\n“Everybody is currently talking about plans and tariffs. Going forward is when the power of the brands will come in,” said Iyer. Idea Cellular did not respond to ET’s queries. Reliance Jio’s television ads on its new tariff plans are already on air.
\n
\nThe company, however, did not respond to ET’s queries.
\n
\nAccording to media analyst estimates, the telecom sector spent Rs 4,500 crore in advertising in 2016. Shashi Sinha, CEO IPG Mediabrands, said that about 35% of these numbers are of telecom operators while the rest mainly are of handset makers. Also, spending on television ads would go up by at least 15% in the next few quarters, now that Jio has started charging customers.
\n
\nTraditional media like television, print and billboards will continue to find favour with the four-five main operators, but social and digital media, too, will be under spotlight.
\n
\n“As consumers are increasingly embracing the digital world and preferring to engage via apps and social media platforms, we have strengthened our focus on digital and increased spends in this category by 50%,” said Siddharth Banerjee, executive vice-president (marketing), Vodafone India.
\n
A person familiar with the media planning with one of the top telecom operators also noted the increased “focus” on advertisements, especially digital. Airtel<\/a> did not respond to an emailed query from ET either.
\n
\n“The advertising spending is just a start, and we will see more campaigns from the telecom operators from April-May and especially before Diwali. They may bundle offers with handset makers and new phone launches,” said marketing expert Jessie Paul, CEO of marketing advisory firm Paul Writer.
\n
\nPaul said the total marketing spending is roughly 20%, but the next year can see it go up to 30% at least. However, the spending will also depend on consolidation, calls taken on how much they want to dig into the coffers on advertising later on.
\n
\nA head of an agency working on one of the top three telcos said that while reacting to Jio’s expected advertising salvo, Idea and Vodafone would have to keep in mind their different set of consumers if their merger goes through.
\n
\nVodafone, which has bought TV time during the IPL, an envious slot because of the game’s popularity, is strong with urban subscribers while Idea focusses mainly on a rural, semi-urban user base. If the merger goes as per plan, it would become the largest operator in India by revenue market share and subscribers.
\n
\n“A lot of what will happen next will depend on how consumers react to Reliance now that it is charging,” said the head of the agency mentioned above, who did not want to be named.\n\n<\/p><\/body>","next_sibling":[{"msid":57567933,"title":"BSNL employees take out rally for long pending issues","entity_type":"ARTICLE","link":"\/news\/bsnl-employees-take-out-rally-for-long-pending-issues\/57567933","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":57567977,"entity_type":"ARTICLE","title":"Reliance Jio entry forces Airtel, Vodafone, Idea to up spending on ads","synopsis":"While the three incumbents have already increased ad spending by 10-15% each since Jio launched services, they are expected to further rev up expenses by at least 20% on year.","titleseo":"telecomnews\/reliance-jio-entry-forces-airtel-vodafone-idea-to-up-spending-on-ads","status":"ACTIVE","authors":[{"author_name":"Devina Sengupta","author_link":"\/author\/479212895\/devina-sengupta","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479212895.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":false,"msid":479212895,"author_name":"Devina Sengupta","author_seo_name":"devina-sengupta","designation":"Senior Assistant Editor","agency":false}},{"author_name":"Delshad Irani","author_link":"\/author\/479203177\/delshad-irani","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479203177.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":false,"msid":479203177,"author_name":"Delshad Irani","author_seo_name":"delshad-irani","designation":"Editor","agency":false}}],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2017-03-10 08:33:55","lastupd":"2017-03-10 08:35:05","breadcrumbTags":["Reliance Jio","Airtel","idea","Voda","ad spending","Telcos","Vodafone","industry","Bharti Airtel","Jio"],"secinfo":{"seolocation":"telecomnews\/reliance-jio-entry-forces-airtel-vodafone-idea-to-up-spending-on-ads"}}" data-news_link="//www.iser-br.com/news/reliance-jio-entry-forces-airtel-vodafone-idea-to-up-spending-on-ads/57567977">
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