The Simple Argument Wins

Femto Hub Blog (Dec 10 2009) EMEA

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  1. SFR, France’s second largest telecommunications operator, recently launched their commercial femtocell offering with an amusing on-line advertisement. It is worth a look -- and you don’t need to be fluent in French to get the point. For those who are language challenged like me, "C’est quoi ton code?" translates to "What’s your code?"

    What is most interesting? So far, SFR is the only European operator willing to market the fact that that indoor coverage is an issue. And they are marketing femtocells with a crystal clear headline: femtocells improve indoor coverage, period.

    To get consumers interested in any product, the message needs to be dead simple. SFR gets that. Mobile operator business models have been carefully worked and analyzed. And rightly so – these are complex systems representing a lot of money and a great deal of integration effort. But in the end, the demand from end customers must be based on solving a simple problem. The reason for someone to buy a femtocell must to be something you can explain to your average house painter in less than thirty seconds.

    In this country, I have never encountered a person who didn’t understand the idea – plug this widget into your Internet connection and get five bars of coverage in your home. And the answer is always the same, "When can I get one?"

    Congratulations, SFR.


    This article originally appeared in the Airvana Blog.

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