Telecom switch sparks ad war

<p>SYDNEY: The launch of mobile number portability (MNP), which allows </p><p>customers to switch telecom carriers and retain their phone numbers, has </p><p>sparked a fierce marketing battle among Australia's five largest </p><p>telecommunications companies. </p><p><BR><BR> </p><p>Telstra, Optus, Vodafone, Virgin Mobile and Orange have kicked off </p><p>marketing campaigns focused on MNP to capture new customers as well as </p><p>hang onto their existing subscribers. </p><p><BR><BR> </p><p>All eyes are on newcomers Virgin and Orange, which are expected to use </p><p>MNP to steal market share from their established competitors. </p><p><BR><BR> </p><p>Virgin Mobile marketing director Jean Oelwang said a limited marketing </p><p>budget had ruled Virgin out of television, but creativity would be key </p><p>to its effort. "We don't have the budget to play with the big boys so we </p><p>have taken to the streets," Oelwang said of the brand's "It's worth </p><p>moving" campaign. </p><p><BR><BR> </p><p>The brand has worked closely with its agencies, primarily the Glue </p><p>Society and Host, to gain exposure through outdoor and radio. </p><p><BR><BR> </p><p>However, Optus, like Telstra and Vodafone, has taken a more expensive </p><p>route, saturing the market with TVCs, new rate plans and outdoor and </p><p>print campaigns. Optus director of consumer marketing mobile, Paul </p><p>Kitchin, said the brand had been preparing for MNP for years. Its </p><p>campaign, by George Patterson Bates, targets the general public and </p><p>small business clients. </p><p><BR><BR> </p><p>Although the major telecom operators have more money to play with than </p><p>Virgin and Orange, Kitchin said marketing budgets won't be the deciding </p><p>factor in the battle for market share. "Customers are looking for value </p><p>propositions," he said. </p><p><BR><BR> </p><p>The MNP campaigns are expected to run until year end. </p><p><BR><BR> </p>