MNP Needs Marketing

When MNP was introduced a few weeks ago, everyone had their own idea of the elephant they were feeling in a dark night.

Some said the stuff is not picking up, later to be corrected later by PTA that the number is running in thousands in the first month of the service introduction. Cellular-News say:

Speaking at a conference last week, the Chairman of the Pakistan Telecommunication Authority, Maj. Gen (R) Shahzada Alam Malik said that since the introduction of mobile number portability in the country, more than 10 thousand subscribers have availed the MNP facility while 20 thousand have already posted their requests for shifting their cellphone numbers along with the code from one operator to another. ..

Yet, MNP remains a technical jargon for most of the cell users in Pakistan. Ask the average joe teefa on the street and he’d draw a blank on this possibility. MNP needs neutral marketing from PTA – jargon free, crisp and right in the local lingo.

True, everyone (Mobilink, Telenor, Ufone, Warid, Paktel, Instaphone) is flashing the MNP badge on their websites but this is not the right marketing MNP needs right now.

The mission of MNP – forcing operators to deliver better service to keep the MNP-enabled churn low – is best served if PTA or Pakistan MNP Database – the co-funded company at the center of portability service – advertises the MNP possibilities to the general public. Am I am not talking about ‘instruction sounding’ announcements that most of the target audience will overlook thinking it relates to a technical domain. I am talking about taking the publicity of MNP to the level of engaging a media partner, making the information and the message get across in the masses.

I am sure the sponsors of PMD , especially the bigger ones, would not like the idea. Even the small ones who at first would like to see MNP helping them will appear supportive might not want to let the chaos loose. So the best entity for MNP promotion might be PTA. I am not sure if the USF could be used for such an activity (which does not come specifically under rural telecommunication infrastructure enhancement) but if financing this campaign is an issue, the money could be put to good use.

With right marketing and awareness, the PMD could soon be in need for more hardware and a license upgrade for the Telecordia MNP solution.


One Response to “MNP Needs Marketing”

  1. Osama A. Says:

    Actually what I’d written in that post was that 10k in launch month is also too low.

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