03 August 2003
Axiom Telecom, the market-leading wireless communications retailer in the UAE, is planning a multi-million dollar campaign to support the launch of its value-added services brand, Axiom Plus.
Services will include ring tones, logos, mobile games, news and information services.
The brand will be launched in September 2003 with a multi-million dollar ad spend in the last quarter alone. This will be by far the biggest launch in this sector.
“We will be the biggest player in this sector by the end of 2004,” said Faisal Al Bannai, CEO of Axiom Telecom. “95% of the companies in this segment are standalone. There will be some major consolidation in the next two years.”
Axiom plans to leverage its extensive retailer network across the UAE, presently comprising over 30 stores, to market Axiom Plus. In-store activity will be supported by print and outdoor campaigns developed by Team/Y&R, as well as roadshows to demonstrate its services first hand. Axiom’s media agency is CIA: MediaEdge.
Axiom Plus will be rolled out across the rest of the region once Axiom has established its retailer network outside the UAE. Axiom’s first outlets in Saudi Arabia are also to be launched in September.
The new stores will open in Al Faisaliah (Riyadh), Rashid Mall (Khobar) and Jeddah. Al Bannai sees the upscale Axiom brand cutting a swathe through the fractured Saudi retail market, which is dominated by mid-market and low-end propositions.
Axiom Telecom, the market-leading wireless communications retailer in the UAE, is planning a multi-million dollar campaign to support the launch of its value-added services brand, Axiom Plus.
Services will include ring tones, logos, mobile games, news and information services.
The brand will be launched in September 2003 with a multi-million dollar ad spend in the last quarter alone. This will be by far the biggest launch in this sector.
“We will be the biggest player in this sector by the end of 2004,” said Faisal Al Bannai, CEO of Axiom Telecom. “95% of the companies in this segment are standalone. There will be some major consolidation in the next two years.”
Axiom plans to leverage its extensive retailer network across the UAE, presently comprising over 30 stores, to market Axiom Plus. In-store activity will be supported by print and outdoor campaigns developed by Team/Y&R, as well as roadshows to demonstrate its services first hand. Axiom’s media agency is CIA: MediaEdge.
Axiom Plus will be rolled out across the rest of the region once Axiom has established its retailer network outside the UAE. Axiom’s first outlets in Saudi Arabia are also to be launched in September.
The new stores will open in Al Faisaliah (Riyadh), Rashid Mall (Khobar) and Jeddah. Al Bannai sees the upscale Axiom brand cutting a swathe through the fractured Saudi retail market, which is dominated by mid-market and low-end propositions.
© Gulf Marketing Review 2003
