Maibo changes tack to highlight service position

<p>BEIJING: South African-funded Maibo.com has repositioned as an </p><p>online service provider (OSP) as a result of China's cluttered portal </p><p>business. </p><p><BR><BR> </p><p>The change in business direction is believed to be its second since it </p><p>launched in mid-2000 as a horizontal portal and then shifted to an </p><p>ISP-based positioning of pro- viding a wider package of internet access </p><p>and services. </p><p><BR><BR> </p><p>Maibo.com kicked off the repositioning with a Beijing-only television </p><p>campaign, highlighting its speedy customer service capabilities. </p><p><BR><BR> </p><p>In the TVC, created by Grey Worldwide: Beijing, a man rushes out in the </p><p>middle of a hair cut to answer a customer request. "We decided to build </p><p>the brand on a more concrete platform of service, which is the biggest </p><p>factor in differentiating Maibo from others," said Grey Beijing general </p><p>manager, Josh Li. </p><p><BR><BR> </p>