Mobile Flatrate brand BASE Germany puts fuel on the fire in Germany – watch out MyFaves

Rating: New position, new community, new “friends” push, new tariffs

BASE the mobile brand in Germany owned by E-Plus is taking its gloves off. Its launching a fiery new TV campaign in the form of a soap opera to launch a new assault on the German market.

In a strategy that is necessary for MVNO style brands (complete brand renewal every couple of years) its focus now is friends and it is calling itself the mobile brand for friends.

What we think?
This is a direct attack at T-Mobile’s very successful MyFaves (on device portal voice community service).

Related News:

1. BASE Germany new flatrate tariffs
2. BASE 5 new flatrate in Germany for EUR 75 per month
3. E-Plus’s BASE about to get fascinating, emotional and become a new lifestyle brand
4. Deutsche Telecom tries to focus, fix and grow with Myfaves
5. T-Mobile MyFaves Mates Morpher on facebook