Amena is back: Think, feel, do free!

amena is a living example of an excellent brand reputation. Since it was launched its positioning hasn´t changed (despite two factors: the product was not good at all and even worse, the consumer knew it). Indeed, that may have been the reason for Orange choosing old amena brand positioning for launching its new (year and a half old) product:

The target market is pretty interesting: Techy people who know the mobile industry and the services provided for each operator but with no money to pay for an Iphone 5 (or at least, not willing to pay that much) There is a nice niche market there 🙂

The launch of the brand was also amazing. They decided to do it totally online. Why?

  • Because  the target is people between 20 and 45 years old, always e-connected,
  • The service is available only on line,
  • The product itself aims at being 100% online.

BUT the marketing campaign didn´t work. Once again, a lesson learnt: careful when focusing only online foregetting the offline.

This is a short explanation about the positioning statement included above to clarify how makes you feel and what does for this wise consumer: offers consumers the most competitive rates for the service they are getting and with the technical support of an operator: Orange. Besides, the service and the conditions are online so that it gives the consumer transparency.

Having no permanence contract, the consumer has the power of decision on his hand. Once you register on the service, you can decide when you want and at no cost whether or not to write off your contract depending on your consumer experience.

Will Google do it?

Technological companies are in one of the most dynamic sectors. If economists have difficulties predicting what is going to happen in the foreseeable future, the IT sector is even more complicated. Just some examples of companies that were leading their “subsector” only a few years ago:
Mobile industry: Nokia or RIM.
Social media: MySpace, Friendster or Xing.
– And nowadays: Apple!! it seems it is loosing its outstanding position due to the incredible performance of its competitors and other intrinsic problems (lack of technological advances, interoperability and pricing strategy, to name some of them). Shares and profits are falling in the last three quarters of 2012. Only time will tell if they manage to overcome these problems…

Flip side of the coin is Google. Its creativity and innovation are placing it at the very top of the digital world. It is already well-known for its fantastic web-based service, the core of its business: search engine (in constantly progress: eg. new search engine: knowledege graph. By the way, a nice one, on the 28th dec, Google changed and adapted its logo to honour the Spanish engineer, Torres Quevedo), open source, social media (google plus), it has turned to a better design..









And even more attractive, it is really making efforts to entry in the mobile industry: it bought Motorola seven months ago and there are rumours that it will buy T-mobile… Will Google beat Samsung and Apple in this market?

Just in case you are interested, find below an excellent and deeper analysis of Google´s strategy:


Tecnología NFC: ¡no sin mi móvil!

Hace poco, en mi post “in or out” sostenía que no tenemos otra, internet  está revolucionado nuestra forma de vida y yo… ¡a disfrutarlo! 😉  ayyy, ya me he cansado de todas las críticas que recibe cuando sabemos que no es algo “estratégico” sino “necesario”.

La tecnología permite avances difíciles de imaginar ni aún viéndolos. Hoy llevo visualizados unos 50 vídeos sobre NFC y aún no me lo creo…

¿Qué es?

Por si aún no la conocéis, la Tecnología NFC es una tecnología de comunicación inalámbrica, de corto alcance y alta frecuencia que permite el intercambio de datos entre dispositivos a menos de 10cm.

¿Qué ofrece?

La aplicación más inmediata es a través de móvil. Ya se están haciendo las primeras pruebas piloto, incluído en España (Proyecto Telefónica Distrito NFC) y en breve será posible realizar servicios como:

– pagos con sólo acercar el móvil: como un monedero digital o una tarjeta de crédito

– identificación: para abrir el coche, acceder a edificios al metro o al bus

-intercambio y recogida instantánea de datos: cambios de correos electrónicos, menus de restaurantes

Y esto sin contar con las posibilidades de acercarlo a dispositivos como televisiones, ordenadores, cámaras…

¿Por qué es tan importante? 

Ya podía descargar la tarjeta de embarque y entrar en el aeropuerto usando Blackberry y Starbucks permite pagar con el i-phone en Estados Unidos. ¿Dónde está la diferencia?

La clave es el software libre. El hecho de tener un protocolo que permita comunicación entre dos dispositivos que usen el mismo protocolo y sin necesidad de licencia alguna, rompe las limitaciones, convirtiéndose en el sistema perfecto cuyo único requisito es que ambos dispositivos estén cerca. Mas importante aún si la comunicación es fluida y rápida.

Hace poco, en mi post “in or out” sostenía que no tenemos otra, internet  está revolucionado nuestra forma de vida y yo… ¡a disfrutarlo!  ;-)  ayyy, ya me he cansado de todas las críticas que recibe cuando sabemos que no es algo “estratégico” sino “necesario”.

y la experiencia piloto de usuarios de Telefónica que os comentaba: