IN Paksitan, wateen is a pioneer in wirless broad band when wateen was launche some three years befor, its only competitor was Mircro net, Micro net's market focus was corporate worlds hence it was not a threat for wateen thats why wateen was launched successfully, wateen when lauched did use all the medium to reach the target audience i.e., tv, radio, news papers and bill boards, wateen had very little competition so it gained significant market share in consumer market (Micro Net has 90 market share in corportae world).
Wateen's first threat came when PTCL launched the broadband service , since every house hold has ptcl connection so the home useres preffered PTCL broad band it had faster speed and was cost effective as well, wateen failed to keen up both in compariosn with ptcl, it also stopped its advetrtising campaign for reason unkown to me..the only competitive advantage wateen had over PTCL was that it was wire less but still wateen connection need an areal just like it was required to view PTV few years before cable came in.
This year however, the biggest threat came for wateen when overnight wi tribe launched in Paksitan, Wi Tribe came with a tremendous theme (online with no line), it was launched with mega preliminary advertising wi tribe used every medium to reach the target audience and within months every one knows that wi tribe is the new thing around. Wi tribe is providing plug and play modem with high speen internet unlike wateen , wi tribe device doesnot need an arieals to catch the signals at its signals are very strong. Wi tribe lauched itself with a bang and it gained significant market share, every one is now going after wi tribe becasue of flexible packages it is offering, the most convincing thing about wi tribe is its advertising campaign they have placed the bill boards at very good places and they give different messages in accordance with target market, wi tribe is succedding in giving right message to right person and now withing months it is big thing...
After successful launch of wi tribe, wateen now has felt the danger of loosing its customers, in reply to wi tribe, wateen has started the campaign, wateen is offering broadband at very low price and free installaiton the monthly fee of wateen is half as compared ot wi tribe and it offers unlimite downloads in comparison with 5 Gb limit of witribe.. with these packages, wateen can easily outhine wi tribe, but then there comes the power of advertising..wateen made the television ad which to my view is the most dumbest televison commercial i have ever seen, they are selling internet broadband and in the ad, they have shown that you can impress girls with high speed internet ... it doesnt make any sense, i mean who will impress a girl by telling her the speed of his broad band connection..it doesnt relate.. in contrast wi tribe ad has no model yet their ad is more attractive and deliver the message clearly...Wateen should have made the better ad to convicne the audience ..i my self will not purchase the wateen broadband by seeing that ad..so wateen has failed in delivering the righy message and wi tribe has clearly outshined wateen...if wi tribe reduce the monthly fee and increase downloading limit, they will gain more market share than wateen withing months because wi tirbe is now at the mind of every person...
