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"Open space" instead of "Quantum". ISP followed the fashion for rebranding
Bashny.Net
Company "Quantum" changed its name to "Prostor Telecom". Rebranding cost, according to experts, about $ 1 million. Market participants believe that rebranding heighten interest in the company. However, the market in which it operates, has not yet become a mass, so the new image will be able to evaluate a few. B>
Telecommunications operator "Quantum" yesterday announced the change of the brand in the "Prostor Telecom". In the regions it is known since last July, and in April the company will promote the new name, and in St. Petersburg, said Nadezhda Kozneva, the spokesperson of the "Prostor Telecom." Name of legal entity JSC "Quantum" persist, she adds. In April, the company will launch image advertising in the media and on the radio, said Kozneva. The campaign will last three months, she said, without specifying how much the operator will spend for these purposes. According to Vladimir Zverev, director of communications agency "Useful links", launched an advertising campaign on radio and in print will cost the company about $ 500 000.
"The new name best reflects the strategy and scope of the company," - says CEO "Prostor Telecom" Igor Bobov. The operator intends this year to open about 15 regional branches, in particular in Ulyanovsk, Samara, Tomsk, Penza and Krasnodar he continues. The investment will amount to more than 300 million rubles., Added Bean.
Expenses on change in the company name is not known. According Kozneva, the company rebranded itself periodically engaging a freelance designer.
Director of Strategic Planning advertising company Vazari Idea & Identity Nikita Urusov estimates the cost of rebranding of about $ 1 million. And Constantine Ankilov analyst iKS-Consulting, sure, without involving professionals from the side, it was possible to meet and at $ 100 000.
"Quantum" succumbed to fashion, sweeping the telecommunications market in the past two years, his image changed when the "Beeline" and MTS, "Golden Telecom" and "Orange". Telecommunications - growing sector, working in her company no longer want to look serious, they want to be consumer friendly, says Urusov. He believes the best the company's desire to "freshen up the brand." The desire to become simpler and clearer largely explains the change of the name "Quantum" in the "Prostor Telecom" agrees Ankilov. The company is expanding its geography and renaming wishes to emphasize this, he believes.
Attention to the company rebranded exactly whet, says Viktor Yakimov, commercial director of "Metrocom." But the logo "Quantum" is well known in the market, it is unclear why it was changed, he wonders.
Urusov said that the name change will positively affect customers' Prostor Telecom. " "Rebranding means that the company wants to develop, aims to be perceived best customers," - he explains. Rebranding "Quantum" may affect the attraction of new customers, and the old is unlikely to somehow affect, says Moscow-based analyst, who asked not to be named in print.
For existing clients, the rebranding will not affect, unless the company will launch new services agree Yakimov. According Kozneva, the company plans later this year to offer digital television in St. Petersburg.
The intention of the company, one of the five leaders of the booming market of wireless Internet access, to rebrand looks justified. But do not forget that the Wi-Fi service because of the high cost of the mass will very long, so the feasibility of re-branding the company will be determined by the magnitude of the cost of a campaign to update the image sums up senior analyst of the investment bank "KIT Finance" Polina Efimovikh.
JSC "Quantum" was founded in 1997 in St. Petersburg. It provides access to the Internet on technology Wi-Fi, as well as the IP-telephony services, hosting, creation of home networks. The turnover in 2006 - $ 15 million, which is 55% more than in 2005. It has offices in 18 cities. It serves more than 4,000 business customers and about 6,000 private customers. I>
Anna Ahmedoma
via vedomosti.ru
Telecommunications operator "Quantum" yesterday announced the change of the brand in the "Prostor Telecom". In the regions it is known since last July, and in April the company will promote the new name, and in St. Petersburg, said Nadezhda Kozneva, the spokesperson of the "Prostor Telecom." Name of legal entity JSC "Quantum" persist, she adds. In April, the company will launch image advertising in the media and on the radio, said Kozneva. The campaign will last three months, she said, without specifying how much the operator will spend for these purposes. According to Vladimir Zverev, director of communications agency "Useful links", launched an advertising campaign on radio and in print will cost the company about $ 500 000.
"The new name best reflects the strategy and scope of the company," - says CEO "Prostor Telecom" Igor Bobov. The operator intends this year to open about 15 regional branches, in particular in Ulyanovsk, Samara, Tomsk, Penza and Krasnodar he continues. The investment will amount to more than 300 million rubles., Added Bean.
Expenses on change in the company name is not known. According Kozneva, the company rebranded itself periodically engaging a freelance designer.
Director of Strategic Planning advertising company Vazari Idea & Identity Nikita Urusov estimates the cost of rebranding of about $ 1 million. And Constantine Ankilov analyst iKS-Consulting, sure, without involving professionals from the side, it was possible to meet and at $ 100 000.
"Quantum" succumbed to fashion, sweeping the telecommunications market in the past two years, his image changed when the "Beeline" and MTS, "Golden Telecom" and "Orange". Telecommunications - growing sector, working in her company no longer want to look serious, they want to be consumer friendly, says Urusov. He believes the best the company's desire to "freshen up the brand." The desire to become simpler and clearer largely explains the change of the name "Quantum" in the "Prostor Telecom" agrees Ankilov. The company is expanding its geography and renaming wishes to emphasize this, he believes.
Attention to the company rebranded exactly whet, says Viktor Yakimov, commercial director of "Metrocom." But the logo "Quantum" is well known in the market, it is unclear why it was changed, he wonders.
Urusov said that the name change will positively affect customers' Prostor Telecom. " "Rebranding means that the company wants to develop, aims to be perceived best customers," - he explains. Rebranding "Quantum" may affect the attraction of new customers, and the old is unlikely to somehow affect, says Moscow-based analyst, who asked not to be named in print.
For existing clients, the rebranding will not affect, unless the company will launch new services agree Yakimov. According Kozneva, the company plans later this year to offer digital television in St. Petersburg.
The intention of the company, one of the five leaders of the booming market of wireless Internet access, to rebrand looks justified. But do not forget that the Wi-Fi service because of the high cost of the mass will very long, so the feasibility of re-branding the company will be determined by the magnitude of the cost of a campaign to update the image sums up senior analyst of the investment bank "KIT Finance" Polina Efimovikh.
JSC "Quantum" was founded in 1997 in St. Petersburg. It provides access to the Internet on technology Wi-Fi, as well as the IP-telephony services, hosting, creation of home networks. The turnover in 2006 - $ 15 million, which is 55% more than in 2005. It has offices in 18 cities. It serves more than 4,000 business customers and about 6,000 private customers. I>
Anna Ahmedoma
via vedomosti.ru
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