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