The Big Red Hand


Artykuł pochodzi z pisma "New Warsaw Express"

Poland's biggest mobile telecom, PTC, has reached out to the hip-hop generation, blanketing Warsaw in big red hands to announce the launch of its new Heyah pre-paid service.
Heyah is PTC's third brand after the subscriber-based Era and pre-paid Tak Tak, but the company is pushing hard to describe it as a fourth operator, downplaying its links to the two established brands.
The strategy features big risks - trying to advertise to kids in their own language is always a tricky business and can go spectacularly wrong - but also big rewards, if Heyah manages to position itself as the new kid on the block, providing cheaper services for folks who don't have corporate expense accounts.
So far the strategy is impressive, featuring a nifty website, sponsorship of all kinds of music for the kids and cool features like a new prefix (888) and the ability to choose your own number.
But Heyah isn't just fun and games; it also has implications for the other mobile operators, as Heyah is deploying a new business model. Till now, Polish operators have subsidised phones - flogging them for as little as one zloty - and made up for it with higher tariffs and long-term contracts. Heyah offers cheap tariffs but you've got to bring your own phone.
Various sources estimate that Poles have a few million unused mobiles tucked away in their sock drawers, and Heyah is betting that nice uncles and aunties will pass them on to the younger generation.
Of course, there are other ways to pick up a phone without subsidies from operators - ways that sadly are also connected with Poland's youth culture - and rival operators lost no time in suggesting the malicious but delicious slogan "Heyah dla zlodzieja" (Heyah is for thieves).

ANDREW POWERS

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