Deutsche Telecom tries to focus, fix and grow with Myfaves
Rating: is myFaves 2.0?
Rene Obermann made it clear in his presentation this morning that Deutsche Telekom wants to focus and grow. He is aware of many of the issues that have hampered the company’s success (crap mobile Internet strategy for one) and is set to pave the way for a tighter DT.
MyFaves was touted as the potential saviour of the day.
What is MyFaves?
Basically it’s a US bucket rate tariff that allows free mobile calling to five numbers all day everyday at any time.
How Much?
From USD 39.99 per month.
What is the value add?
Its like a voice social networking offer where there is a revolving idle screen with pictures of your favourite friends adding direct voice dial. Favourites can be changed each month. But accessing favourites leads to a instant messaging style 2.0 list of connection possibilities. Basically users of MyFaves can chat, SMS, call these five people with a single click with a cool user interface.
Special Devices?
Yes. In the US three devices are available:. BlackBerry Pearl (USD 149.99); Motorola RAZR V3 (USD 49.99) and Samsung Trace (USD 99.99).
What we think?
DT has been promising bucket rates in Europe for years and simply hasn’t delivered. The GBP 7.50 Web ‘n’ walk rate is a step in the right data direction and Mates Rates has also been a lukewarm success. But T-Mobile has stepped short of delivering because of awkward small print.
MyFaves in the US sounds likes it working. So bring it to Europe now. Kick out Web ‘n’ walk – focus on white label mobile Internet strategy and start clustering mobile devices with products. T-Mobile is crying out for a super hot sexy device like the Prada phone and it needs to start bonding with potential top labels.
The focus in Germany away from phones on to cheaper tariffs is doing the company no favours.
Mobile 2.0 is a good thing. Rene Obermann has the right idea – but corporate identity is necessary and all operations need to tout the same services and features. Not just some countries or promotions. The mobile Internet is the future but mobile voice is where its at and MyFaves must be introduced in Europe… yesterday.
Related News:
- CeBIT: T-Mobile touts MyFaves and Web ‘n’ walk success
- T-Mobile MyFaves Mates Morpher on facebook
- Mobile Flatrate brand BASE Germany puts fuel on the fire in Germany – watch out MyFaves
- T-Mobile focuses on the mobile community in Germany at CeBIT
- IEC Presents France Telecom, Deutsche Telecom, Viaccess and BT in Exclusive Plenary Panel
Leave a Comment