By Peng Xuzhi (China Daily)
Updated: 2007-08-23 10:55

First, the premise for transformation must be to maintain the M-Zone brand's advantages in the campus market, even as it aims to expand its market share.

The second point is that the transformation is actually a return to its original intention. China Mobile has defined M-Zone as a brand targeting young and fashionable customers between 15 and 25 years old, building a telecommunication zone, an attractive space featuring fun, fashion and discovery.

It is clear that the launch of M-Zone was client-oriented - to cover 15- to 25-year-old customers. But its promotion later deviated from its original intention.

Of course, I am not challenging one of the top 10 marketing cases. It is like the Chinese saying, "looking for a bone in an egg" - which means looking for a flaw where there is none.

Since the launch of M-Zone in March 2003, China Mobile has achieved great success. Statistics show M-Zone attracted nearly 20 million clients between March 2003 and September 2004 - or one new customer every three seconds. It is a miracle in China's mobile communication market.

But the wonder in the past does not mean we do not need to do more, as the campus market is limited.

Exploring the markets of middle-school students and youngsters outside the campus will be key for the brand's further development, and the brand will return to be a youth brand, rather than a campus brand.

 

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