Number Portability as a concept may have lost its sheen – it’s been so long coming, but it’s coming nevertheless. The rising popularity of dual SIM mobile phones and a perception that ‘all networks are the same’ could be further deterrents to switching mobile operators. Motivations to switch could be extremely poor network coverage in your area of use, lack of 3G services in your circle, recent bad experience with customer service or a perception that other operators offer better tariff plans.
Whatever be the reason, I think switching operators still needs a gentle push. And that’s exactly what IDEA does extremely well with their ‘No idea, Get Idea‘ campaign.The common practice of saying ‘No idea!’ to things beyond one’s control is cleverly used in the context of reminding people of the reasons to consider a switch.
Between tactical stuff like this and preachy stuff that the brand does occasionally, I prefer this. As for me, my iPhone is locked with Airtel and I have no intention of jail-breaking it, though I would love to use a BSNL or Tata Docomo card on it. And oh, I would insist on a 3G network – I use one (BSNL) in my iPad which has spoiled me completely. But for a whole lot of consumers, the number portability ads will create dissonance. Will they switch to Idea? Advertising can’t guarantee that.