Vodafone: How to make small seem big
Hubert Boulos and Hatem El KashefJWT Cairo
Summary
Egypt is a poor country where the telecoms category is highly competitive and driven by price via promotions targeting prepaid users, who comprise 90% of the population.
Vodafone's challenge was to compete on value, not just price.
Vodafone wanted to introduce "micro credit recharge cards" (priced between 5 and 30 British pence.) Had we looked at such cards as cheaper versions of pre-pay cards, then inevitably we would be inviting more price-led marketing and communication.
Our discovery: it is common practice in Egypt for...