The digital convergence is on and network providers, handset makers, film studios and TV stations are battling for the digital consumer adapting their business models. Who will win? The one who can answer this question will open the cornucopia of gold! One approach is to offer the digital consumers a home, a lifestyle a place of the never-ending technological revolution where he can indulge in the latest digital gadgets and get first-hand advice. True, the biggest Thai network provider of mobile phones, ADSL and fixed line telephony offers the consumer a 3D-brand experience at its new pilot True Urban Park in the Siam Paragon shopping mall (on the third floor). From the outside one sees a huge moving billboard displaying messages, fronted by a flower shop. Upon entering one sees the cosy lounge chairs with sound tubes above, trumpeting music from your personal IPODs, a coffee shop, a mobile shop and a high-speed internet stations. A DJ is playing the latest tunes and a trendy library is not missing. Overall, a truly different experience compared to the plentiful mobile phone shops bursting with merchandise and confusing promotions and mobile plans.
The idea of the Urban Park is to be a trendy brand beacon and lifestyle platform for marketing activities, for example starring as set for MTV shows. It is about meeting the consumer and inspiring him, offering him a “third-place” to spend his leisure time. It took only five months to build the park and the motivated staff radiates joy and tech-prowess. According to the manager, Ann, Thais on average change every three months their phones and mobile phones are an integral part of the urban lifestyle. Unfortunately the shop sometimes attracts the wrong mobile-phobic audience, who just comes for the trendy atmosphere and the supreme Iced Café Mocha: me.
Comments