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When Globacom announced last week Tuesday that their subscribers can make free on-net Glo-to-Glo calls for a daily charge of N40.00 only, in a promo tagged Glo BIIIG DASH, it seemed like the smartest marketing campaign ever in the Nigerian highly-competitive telecoms market to attract more subscribers.

But actually it was a lame effort.

Industry analysts have suggested that the promo was in response to Etisalat’s promo that allows their own subscribers get back every minute they spend on calls without a daily rental fee.

Whatever the case, the party just crashed as Glo has experienced huge problems with their network for the past week. Yesterday, Glo sent an SMS saying:

Due to overwhelming response of millions of subs to the BIIG DASH, many of who engaged our network longer than anticipated, we are witdrawing this offer for now. Expect a wow package soon.

My thoughts

I’ve always argued against promotional efforts by telecom companies that seem desperate and overlooks the primary reason why they are in business – to satisfy their customers. In this case, Glo might think they’ve satisfied their customers, but they’ve just shown a lack of market and technical research foresight.

I think that if they really want to gain more market share, they had better concentrate on improving network service quality, excellent customer service initiatives, and improved product developments instead of running desperate and lame promotional and marketing efforts.

Just hope that ‘wow package’ wouldn’t be another silly promotional effort.

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5 Responses to Glo’s BIIIG DASH Promo Crashes

  1. Mutiu says:

    I was skeptical when I watched Glo press conference on TV. I subscribed to it on my very old SIM but the story changed when I initiated a call and what you hear is a sound like molue engine. On one occasion, I had no money on the phone for the daily N40 rental, I was able to make calls.
    I think they need to work on the network first before they announce/offer “free” calls.

  2. [...] This post was mentioned on Twitter by Loy Okezie, Loy Okezie. Loy Okezie said: Glo’s BIIIG DASH Promo Crashes: When Globacom announced last week Tuesday that their subscribers can make free o… http://bit.ly/8bXkFV [...]

  3. Mutiu says:

    Also I still heard the promo on radio this morning?

  4. ivoice247 says:

    hi guys,

    I TOTALLY DISAGREE! Glo is moving in the right direction, this is what the major networks all over the world are offering (sprint usa, at$t usa, verizon usa, vodafone uk, virgin mobile uk & usa) unlimited calls or unlimited minutes with networks. This is the next big step after offering free night calls which is very popular… as you all know any network not offering free night calls is not going anywhere)

    The problem with glo is that they've got the strategy all wrong. They have to first offer this service to the heavy users by making the call about N200 per day; this will attract those heavy users that have good networks and a large team of sales or staffs who need to be in contact with each other on a regular basis. For example a sales or marketing team leader of a corporate organisation will advise his/her team members to be on a glo line so as they can communicate effectively, cheaply and easily with one.

    This service will firstly encourage staffs of big corporations like banks, oil , sales & marketing, networking companies etc etc to patronise glo network then these staffs will encourage their friends and family to come on glo, then people will slowly begin to migrate to the glo network.

    You must understand that glo doesnt need all their customers to be on unlimited calling, only about 10% of their over 12million active users (i.e 1.2million users) calling the remaining 90%. You must also understand that glo can have their subscribers calling at different times of the day by inplementing a not only 24hrs unlimited calling plan but also a time bound unlimited calling plan (i.e 7 am – 10 am, 11 am – 4pm, 5- 8pm, etc ) By this, you are spreading your subscribers over a 12 hour period which will reduce pressure on the network. This is the same scenario mid-night call users bcos midnight call is based on the fact that not all users will be awake and even if they are awake not all subscribers will want to receive a call at that time.
    This is also the same strategy data network providers (ISP) are offering by giving subscribers different payment plans.

    Now finally, as more people get on the network and more base stations are erected to congested areas, glo can slowly reduce the tariff to accomodate more people and there by monitoring subscriber usage to forestall any congestion. This is what plays in countries where wireless competition is tight like usa, where sprint initially offered $99 /monthly unlimited plans, then now reduced it to about $60/monthly to unlimited to all networks. AT $ T and verizon wireless offer about $45 monthly unlimited calling plan

    Rasheed Hassan
    (Information and Telecoms Consultant)
    Haran Resources Ltd
    Plot 1439 Sanusi Fafunwa Street,
    Victoria Island, Lagos
    Nigeria
    Email – ivoice247@yahoo.com
    Tel – 01-4369196
    Mobile – 08032030452

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