Reconnecting with Small Business
Agency Belgiovane Williams Mackay (BWM)
Advertiser Telstra Business Mobile Plus
Total Campaign Expenditure $1 - 2 million
The launch of the iPhone in 2008 completely revolutionised the Smartphone category, heightening and clarifying for all mobile customers the true potential that could literally be in the palm of their hand.
For many businesses a Smartphone provided a new benchmark in simplicity and ease of use. It gave them easy mobile access to email and the internet, allowing them increased mobility and the opportunity to start to compete on a level playing field with larger enterprises. It provided a compelling reason to review their telecommunication needs and sign up to a plan that suited their specific business needs.
The ‘iPhone effect’ contributed to 29% growth in the overall Smartphone category in the first half of 2009 (IDC Quarterly Mobile Phone Tracker, 2009). For the industry this was a much needed catalyst with opportunities twofold in terms of potential new Smartphone customers (via acquisition or upgrades) and increased Average Revenue Per User (ARPU) as Smartphone users are generally higher consumers of data (via email and internet usage).