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Operators dial S for service
The telecom service provider category is one of the most interesting ones on the charts for the simple reason that it sees a running battle between Nawras and Oman Mobile akin to the cola wars. From product launches to celebrity endorsements to discounts on offer, the two service providers have been locked in a constant duel to outdo each other. The biggest gainers in the process have been customers who have been treated to better products and service. Nawras seems to be getting the better of Oman Mobile till now at least in terms of brand recall. With the government planning to offer a second fixed line licence, something similar can be expected in landline arena in the coming surveys. Omantel, which has revelled in being the only player in the market, may soon be forced to put its best foot forward. Till this happens the market will surely be watching the running feud between Nawras and Oman Mobile.
Time to refresh
Oman Mobile, the market leader in the mobile service market, comes in at No 3. This comes as a bit of a surprise as the service provider has an overwhelming share of the market, a strong legacy system and good products. A possible explanation of its low score is that it may be going through a period of brand fatigue. It is quite common to find stellar brands going through such a midlife crisis, despite doing everything right. The brand may need to freshen its appeal with a high-voltage campaign. Its me-too approach (signing on a number of football players in response to Nawras) also needs to give way to some path breaking advertising. The silver lining for Oman Mobile is that it enjoys strong recall amongst Omanis.
Customer friendly communicator
Nawras Telecom’s emergence as the No 1 brand amongst telecom service operators comes as little surprise. From signing Oman’s star footballer Ali al Habsi as its brand ambassador to introducing a month long Nawras goodwill journey during the month of Ramadan, the service provider has consistently been ahead of the curve in brand-building activities. It has embellished its brand promise by delivering quality service and cutting edge products in the market. It recently notched another first by introducing 3G in the market. Nawras was felicitated with the ‘Middle East Mobile Operator of the Year’ award at the CommsMEA Awards 2007 in Dubai.
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