T-Mobile focuses on the mobile community in Germany at CeBIT

by: admin Wednesday, March 14th, 2007

Rating: you’re my best friend

T-Mobile focuses firmly on mobile communities. It aims to launch a community web ‘n’ walk service and bring MyFaves to Europe. This year’s service innovation from T-Mobile will be in the form of social groups and the mobile Internet.

Personalisation is another hot topic and mobile communication will be tightly linked with social networking. MyFaves will be the first community tariff to be launched in it will be coupled with
Super SMS, Chat services and “friend” services. One of the newest services to be launched is the “FavOtron” where users can choose up to five friends and special services within MyFaves.

The mobile Internet web ‘n’ walk now boasts 1.1 million users. T-Mobile also has a new E-Mail Flatrate tariff to develop the mobile Internet and next generation communication.
Along with “Get Closer” the new T-Mobile logo will be “Top Service – low prices”.
The first, special low price offer will be for web ‘n’ walk. There will be a new special no commitment, no membership or subscription fee rate of only EUR 0.09 per minute for any user. The next is the web ‘n’ walk surfer which offers EUR 5 for 120 minutes per month.

What we think
T-Mobile should have killed the outdated name web ‘n’ walk and used some internal branding for its mobile services. T…online for example is an ideal new name for web ‘n’ walk. But the investment in branding and now 1.1 million users since its launch in 2005 means this might have been more cost than parent Deutsche Telekom could have handled.

MyFaves will be a hit in Germany and T-Mobile has done well to introduce the service so quickly after its results announcement last week. MyFaves has given T-Mobile USA a kick in the right place and now its T-Mobile Germanys turn.

We are not too sure on the EUR 0.09 per minute all time Internet rate. It’s interesting and there is a fight in the market between single rate one time tariffs such as this or flatrates which are one price all month. With the state of the mobile Internet market as it is – the EUR 0.09 might be a surprise winner. It’s easy and simple to remember and might finally encourage uptake. The hefty price of a monthly bundle can be intimidating for new users.

related article: DT to focus fix and grow
http://pushingthebarrier.typepad.com/pushing_the_barrier/2007/03/deutsche_teleco.html

Free to read mobile communiites report.