Mobile: Bouygues launches new brand
While the competition is fiercer than ever on the mobile phone market, after the battle of VAT and before the arrival of Free Mobile, Bouygues Telecom has decided to strike a blow. The group on Monday launched B & You (pronounced in English "and you bi"), a new brand in its own right, only distributed on the Internet, but in return offers two packages very aggressive.
B & You offers calls, SMS, MMS and unlimited Wi-Fi 24 hours 24 to 24.90 euros a month. A second formula, to 36.90 euros a month, adds more internet access 3G + (up to 500 megabytes).
Packages actually aggressive, which puts B & You among the cheapest in the market. Note however that these prices are for offers "naked", that is to say without subsidized mobile phone operator.Clearly, the customer will keep their old phone or pay for its new mobile "full price", or about 600 euros for a iPhone4 example. This is the cost of the mobile operator itself. The offer is therefore suitable for consumers who do not want to change mobile. Another advantage for the customer is not forced to embark on a period and is free to change operators at will.
The offer is cheaper for the customer because it is more economical for the operator: exit the costly call centers, stores, everything is online only. In case of failure? The client manages to find the answer through the forums, or returns its mobile mail through a relay package.Left to make do with an old mobile in the meantime.
The new brand, which is both very highly participatory and community, offers subscribers a Web site, a forum, a blog, a space on Facebook and Twitter, where they can submit their problems, provide advice , vote for or against future offers, etc..
"This is the mobile phone 2.0," said Caroline Lehericey, Director of B & You. "Our goal is the generation Internet, users tend to be young, on the lookout for low prices, very comfortable with technology and reluctant to need help."
Create the break in the patterns of market
This new brand, which is managed by the communication agency DDB, functions as a start-up independently. It has of course the network of Bouygues Telecom.The operator Bouygues Telecom, meanwhile, retains its identity, with its network of stores, its service, its consumer hot lines, etc..
It is a flagship project for the group, working for months on this project top secret, under the code name "U2". Inventor of the package in 1996, the first unlimited offers all operators with Neo and the fixed-mobile convergence with ideo, Bouygues Telecom hopes to re-create the "break" in the habits of the market.
Conservative, the company does not communicate sales targets. She claims to have created a brand responding to an emerging need that may develop in the future. And if B & You start with two mobile offers, nothing does it markets tomorrow as the Internet box.
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