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Vodafone switches slogan amid web revamp
Vodafone is launching a new mobile internet service designed to recreate the kind of customer engagement that handset makers have recently achieved with mobile app stores. The new service is accompanied by a marketing shift that will see the company’s slogan change from “make the most of now” to “power to you”.
The UK-based mobile operator is ditching its Vodafone Live! internet service for a new package called Vodafone 360, which integrates social media such as Twitter and Facebook, and offers an app store. The company hopes the store will be as alluring as those run by handset makers such as Apple and Nokia.
The relaunch is seen as an attempt to promote the use of smartphones and data services while strengthening the link between mobile operators and consumers. App stores have tested the primacy of the relationship between mobile operators and their customers, creating strong links between manufacturers and consumers that were almost non-existent before the advent of the mobile app market. Vodafone CEO Vittorio Colao is thought to view apps as key to reversing the trend and fostering loyalty among his customers.
Vodafone is also banking on the pull of software developed by Zyb, the Danish firm acquired by Vodafone last year. This will form the cornerstone of the new service’s ability to share information with users' friends across a range of social media without the need to access a range of different apps or websites.
Vodafone is expected to unveil 360 this week alongside a new Samsung handset which will be the first to support the new service. The cost of apps on Vodafone 360 will be added to mobile phone bills, adding an element of simplicity that Colao hopes will keep the firm's customers focused on the long-term relationship with their provider.
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