With the dawn of IPTV on 15th June, the long awaited day finally arrived for most of the gadget freaks and TV-holics, After checking out www.dialogtv.blogspot.com and www.tvradiosrilanka.blogspot.com, I realized that the majority of them seems to be unhappy DTV customers. This is indeed bad news for Dialog TV. Just a week ago I received a Rs 5000/- discount voucher for a first or supplementary DTV connection, a clear distress signal from Telecom giant, Dialog. It is too early to predict the success of IPTV. But Dialog has opened itself to possible attack and SLT seems to be exploring every bit of it.
So where have the Dialog people gone wrong?
Very clearly, Dialog has got their brand strategy wrong. They should have taken a proper evaluation of their extension strategy.
Dialog is a powerful mother brand, built on the promise of Innovation. Dialog mobile lives up to this promise by giving us a whole heap of things to do whether we like them or not – and this is a crucial part of their marketing strategy and has been successful in doing so. Instead of coming up with names that stand out with a clear proposition, Dialog has always resorted to extending their mother brand to every SBU. The results may have worked for a few SBUs, but clearly for an out dated TV platform, it was the wrong decision. They may have doubled or tripled the number of TV connections, riding on the Dialog name, but in the long run, this is bound to backfire. Dialog must have already felt the steam with the teaser-showdown, where SLT IPTV clearly specified the datedness of satellite TV. So, its 1 – 0 for SLT at the moment.
How will it affect the mother brand?
When Dialog TV gets wounded in their own backyard of innovation, people will eventually begin to question the brand promise of the Dialog mother brand - whether they truly provide the benefits of “Digital-Darwinism”? Again, through its subsidiary,Mobitel, SLT has cleverly worked out, by getting a point 5-advantage over Dialog’s 3G. Dialog has unknowingly contributed to SLT’s two pronged attack!
SLT IPTV - Hitting where it matters
This is perhaps the best opportunity SLT ever got against Dialog – thanks to the marketing blunder, courtesy of Dialog. But I was disappointed with their website, www.tommorrowyou.tv. The site is not at all interactive and fails to make a good impression. I am not sure whether ‘tomorrow you’ is an interim name. (I hope it is) Obviously SLT is aiming harder at DTV with the name itself; however a name of such an interesting category could be much more amusing and appealing, especially when you compare the names of popular internet TV channels like Blip and Joost. Having a directly confrontational naming strategy is outdated, at least by two decades, so I hope they will come up with something better!
Is it the end of the road for DTV?
I think not. Knowing SLT’s efficiency levels and speed to market, Dialog will easily have about a year and a half to get their act together, until they offer a good selection of channels and interactive services. Dialog has two options. Launching mobile TV with added interactive functionalities or having their version of IPTV. I personally think mobile TV is a better bet, considering that TV viewing will ultimately be highly personalized and free from a location. The road to mobile TV seems long and winding but not impossible for Dialog, considering their strengths at changing the game.
Anyways, only tomorrow will tell us about the future :)
So where have the Dialog people gone wrong?
Very clearly, Dialog has got their brand strategy wrong. They should have taken a proper evaluation of their extension strategy.
Dialog is a powerful mother brand, built on the promise of Innovation. Dialog mobile lives up to this promise by giving us a whole heap of things to do whether we like them or not – and this is a crucial part of their marketing strategy and has been successful in doing so. Instead of coming up with names that stand out with a clear proposition, Dialog has always resorted to extending their mother brand to every SBU. The results may have worked for a few SBUs, but clearly for an out dated TV platform, it was the wrong decision. They may have doubled or tripled the number of TV connections, riding on the Dialog name, but in the long run, this is bound to backfire. Dialog must have already felt the steam with the teaser-showdown, where SLT IPTV clearly specified the datedness of satellite TV. So, its 1 – 0 for SLT at the moment.
How will it affect the mother brand?
When Dialog TV gets wounded in their own backyard of innovation, people will eventually begin to question the brand promise of the Dialog mother brand - whether they truly provide the benefits of “Digital-Darwinism”? Again, through its subsidiary,Mobitel, SLT has cleverly worked out, by getting a point 5-advantage over Dialog’s 3G. Dialog has unknowingly contributed to SLT’s two pronged attack!
SLT IPTV - Hitting where it matters
This is perhaps the best opportunity SLT ever got against Dialog – thanks to the marketing blunder, courtesy of Dialog. But I was disappointed with their website, www.tommorrowyou.tv. The site is not at all interactive and fails to make a good impression. I am not sure whether ‘tomorrow you’ is an interim name. (I hope it is) Obviously SLT is aiming harder at DTV with the name itself; however a name of such an interesting category could be much more amusing and appealing, especially when you compare the names of popular internet TV channels like Blip and Joost. Having a directly confrontational naming strategy is outdated, at least by two decades, so I hope they will come up with something better!Is it the end of the road for DTV?
I think not. Knowing SLT’s efficiency levels and speed to market, Dialog will easily have about a year and a half to get their act together, until they offer a good selection of channels and interactive services. Dialog has two options. Launching mobile TV with added interactive functionalities or having their version of IPTV. I personally think mobile TV is a better bet, considering that TV viewing will ultimately be highly personalized and free from a location. The road to mobile TV seems long and winding but not impossible for Dialog, considering their strengths at changing the game.
Anyways, only tomorrow will tell us about the future :)
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