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Blackberry Torch 9800: battle of the telcos
CLIENT: SingTel, M1, and StarHubPRODUCT: Blackberry Torch 9800MEDIUM: Print/The Straits TimesMARKET: Tech-savvy consumers in Singapore (i.e. just about everyone) ATTRACTION: New to market mobile phones tend to sell themselves in Singapore. Stick a large visual of a handset on a page and the attraction will be there, especially for brands as commercially entrenched as Blackberry. This comparative analysis across Singapore’s three largest telco providers - SingTel, StarHub, and M1 - reveals and reflects important insights and truths into the comparative positioning, and strength of each brand in a clearly saturated telco market. POSITIONING: Both SingTel and StarHub could be found in the main section of Saturday's Straits Times (although SingTel before StarHub; A13 versus A15), whereas M1 opted to position themselves at the front of the Home section (B3). For us, M1’s positioning worked best; away from the din of telco ads that always seem to reverberate around the main section of Saturday’s paper, ins
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