Gencarnya iklan yang dilakukan oleh operator telekomunikasi di media India telah berhasil meningkatkan kesadaran konsumen tentang layanan seluler 3G di negara tersebut, menurut sebuah studi yang dilakukan oleh Nielsen. Studi ini menunjukkan bahwa tingkat kesadaran akan layanan 3G telah meningkat dari 64 persen di bulan November 2010 menjadi 80 persen di bulan Juli 2011.
Di antara berbagai layanan 3G yang telah dipublikasikan, studi Nielsen menunjukkan bahwa layanan panggilan video dianggap sebagai yang paling bermanfaat diikuti oleh konektivitas yang lebih cepat. Enam puluh tujuh persen dari responden survei mengatakan bahwa panggilan video merupakan manfaat utama yang dirasakan dari layanan 3G sementara 38 persen menyebutkan konektivitas yang lebih cepat.
โTelecom operators who won 3G spectrum have spent considerable sums and bombarded all available media platforms to increase awareness about the new service. Most advertising has focused on video calling and faster connectivity and as we can see, this push seems to have worked, at least in terms of building awareness about these servicesโ, said Farshad Family, Managing Director – Media, Nielsen.
Daya Tarik Bangunan
While awareness of 3G services might have risen, the Nielsen study shows that telecom advertising ย has not been as successful in building appeal or improving perception for the 3G service For the time period that the study was conducted, appeal of the 3G service between November 2010 and July 2011 went up marginally from 41 percent to 43 percent, while perceived relevance of the service went up to 45 percent in July 2011 from 38 percent in November 2010.
โDespite significant spends on advertising, ย consumer ย perception on two key aspects of the newly introduced 3G service โ appeal and relevance โhas not improved. And this lack of positive perception is reflected in the likelihood of adoption. The study clearly shows that likelihood of adoption has remained flat since operators rolled out their advertising campaign. While the proportion is still at nearly 20 percent, consumers need marketers to more persuasively demonstrate relevanceโ, says Family.
Peluang Peningkatan
ย An opportunity for ย telecom operators is the mobile handset upgrade cycle. The Nielsen study shows that Indian consumers who hope to buy a phone in the next three months plan on spending 50 percent more on their next mobile handset, willing to spend Rs 7200 for their next phone compared to Rs 4600 they spent on their last one, suggesting that smartphones will be within reach for wider segment of Indian consumers.
The upgrade in mobile handset for Indian consumers is largely driven by them seeking more advanced features on their phones. A camera is still the most sought after feature for ย 49 percent of respondents. An FM radio and the Internet rank second and third respectively, and 15 percent of the respondents also seek 3G services on their next phone.
"Pencarian konsumen India untuk ponsel baru hampir seluruhnya didorong oleh fitur dan sementara kamera dan radio FM tetap menjadi favorit, konsumen India juga semakin mencari konektivitas Internet melalui ponsel mereka, dengan harapan akhirnya dapat terhubung ke komunitas dan layanan online yang terus berkembang. Hal ini menunjukkan fakta bahwa pasar telekomunikasi mempertahankan permintaan yang kuat di masa mendatang dan aspirasi konsumen India untuk melakukan upgrade akan terus menjadi pendorong yang kuat," kata Family.
Tentang Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
