We are finding a lot of our customers and subscribers sign up for themselves, love the service then tell a friend, or get someone in their family on it. It's one of those things if you're in the digital ecosystem, it's an ecosystem built on sharing. It is something we are focussed on, generating awareness, letting people know we exist. There is an awareness hurdle, which is one of the reasons I love talking to organizations and people like yourself, because you're helping us spread that word. Ultra has been around for five years, so we have all of that built-in wireless know how, but this brand is newer. We are a young brand at just 18 months old. ZDNet: There has to be some sort of hurdle to gain awareness though. I think it's a really strong benefit, and we think it's something that customers are really resonating with the market. We are as lean and efficient as possible. Really what it's done is we've built a business from the ground up to be direct to consumer and eliminated a lot of the erroneous costs passed onto the consumer. In some cases, our 5GB plan is more affordable than other carriers 2GB plans. If you think about at a 2GB, 5GB, 10GB-level, nobody is offering $15, $20, $25 per month. What that's afforded us is the opportunity to offer plans that are about 50-percent less expensive than comparable plans in the market. We've opted to pass it on to the consumer as savings. In removing the overhead, now you have a choice: Either keep that overhead as profit or pass it on to the consumer as savings. By being an online-only business, we have removed some of the overhead in the business itself. North: We think online only is a very exciting proposition for the customer. ZDNet: How does having an online-only approach help or hurt Mint, especially when competing with the likes of Straight Talk, which has a large presence in retail such as Wal-Mart?
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