“It is more affordable calling the other network from orange than calling within that network to orange.”
Now very familiar to most households, orange has in the recent past caught many people’s attention with its high note comparative advertising campaign against Kenya’s leading mobile subscriber Safaricom.
By use of its own corporate colours in the advert, Orange Kenya shows prices from simcards on orange to orange network and orange to a sim card that is definately assumed to be safaricom by many people since the green sim card represents safaricom’s corporate colour.
The advert emphasizes on orange’s low call rates unlike its rival telecommunications company which in the real sense Safaricom is quite expensive across networks.
Orange’s Tujuane tariff, charges ksh 2 for on-net calls and ksh 3 for-net calls compared to Safaricom’s ksh 4 for on-net and ksh 5 for off-net. It also favours calls from mobile to landline with the same call rates.
The move is definately in a quest to tap into Safaricom’s dominant market share for subscribers to opt for cheaper rates too.
The tariff that was announced the telco’s default option under its prepaid category of tariffs in the second quater of 2013 has also attracted a bigger percent in volume of traffic and revenue as well.
The unspoken comparison of the two telecommunication companies created in the viewers mind is without doubt a smart move.