Mumbai : With the increasing advent of data, the customer has become far more sophisticated and is evolving at a fast pace. Recent market trends indicate a huge spurt in smartphone sales. However, there is still a tremendous scope for adoption of 3G on these smartphones. Taking 
the lead to reach out to the smartphone users in Mumbai, Vodafone India, one of India’s leading telecommunications service providers, today launched ‘Be Smart’ Mobile Internet initiative.
Vodafone ‘Be Smart’ Mobile Internet initiative communicates the need for synergizing 3G technology with HSPA enabled handsets, for a faster, smarter and better mobile internet experience. This initiative in Mumbai is in line with Vodafone’s overall strategy to democratise data and enhance awareness on the benefits of mobile internet to both current as well as prospective customers. The new ‘Be Smart’ initiative projects real life situations with popular mobile applications ranging from videos & music, navigation, social networking, online gaming, live stock market updates etc. It engages with the audience communicating the message of ‘Smartphones are incomplete without Vodafone 3G’, in a stimulating and interesting manner.
Additionally, opening up the world of 3G to a wider audience and attempting to break existing barriers and inhibitions related to pricing, Vodafone also promotes usage with its Mobile Internet packs competitively priced and starting from INR 44 for its Mumbai customers to induce usage with HSPA enabled handsets and experience 3G.
Elaborating on this unique initiative, Arvind Vohra, Business Head – Mumbai, Vodafone India said, “Vodafone is the leading telecom service provider in Mumbai with over 6.5 million customers. A visible spurt in the demand for Smartphones indicates a growing need for high speed connectivity. Basis our insights, we feel there is tremendous potential for customers using latest technology enabled handsets to adopt 3G on their phones to get the best experience. Our new ‘Be Smart’ Mobile Internet initiative targets these smartphone users and we hope to intrigue, excite and educate them on the faster, smarter and better experience of using 3G on their handsets on the go. To generate additional buzz and excitement and stimulate engaging conversations, we have further innovated with a light digital ad at the moment of truth’ as part of the integrated multi-media campaign for this initiative.’”
Vodafone has always been at the forefront of providing a differentiated experience to its customers through unique and innovative products and services. Vodafone ‘Be Smart’ Mobile Internet initiative is supported by an integrated multi-media campaign spread across several media such as Radio, Digital, Print and Outdoor. The communication talks of the relevance and association of 3G to smartphones and it enables the user to get the maximum out of his/her handset. Engaging situations related to categories such as Music, GPS Navigation etc. have been developed. To reach out to customers at various touch points several mall activations and on-ground engagement activities have been planned based on the concept of engage, educate and experience.
As part of the integrated multi-media campaign, Vodafone has also launched the ‘light digital ad’ that is placed at the moment of truth, i.e. when a customer has clicked on a web page to download and the content is buffering. At this point, the commercial is inserted with contextually relevant verbiage. For example: “If someone has clicked on a song and its loading, at that point, the commercial says, “With Vodafone 3G, you could have been enjoying the music by now”.
In line with its overall business strategy to democratize data, Vodafone has been hand holding customers to use mobile internet and educating current and potential users about how internet can add significant value to them. The company is also building content partnerships, simplifying pricing, educating retailers and offering choice to customer basis their interests and consumption patterns.
Source : Sachin Murdeshwar