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23 July 2009
Auckland
New Zealanders are impatiently awaiting the launch of mobile phone network 2degrees, and the word on the Internet is that it could strongly challenge the big networks.
Research company Nielsen Online has used pioneering software to measure traffic on local blogs and forums about 2degrees, which is due to launch in August.
The company’s BuzzMetrics service has tracked over 4 million comments on New Zealand blogs and message boards since early last year, and has recorded a vast increase in interest in mobile phone services since 2degrees announced its intention to enter the market.
“People seem to be waiting to see what 2degrees has to offer, and predicting that it could threaten Telecom and Vodafone on price,” says Tony Boyte, Nielsen Online New Zealand Research Director.
“Consumers are already indicating that 2degrees will have a strong influence on the market and their own purchasing behaviour.”
Boyte says that because the BuzzMetrics service tracks both the volume and content of comments, it can reveal both the general level of interest out there in the new service, and the intentions of individual consumers.
In the last 60 days, BuzzMetrics recorded 745 comments on 2degrees, (29%) of which mentioned the network in the same breath as Telecom, and (28%) mentioned Vodafone.
A contributor to the website geekzone.co.nz expected the new network to shake up the market. “I'm picking both incumbents will rapidly drop prices to be competitive. Bring it on 2degrees.”
Another wrote: “Is anyone else hanging out, hoping for better pricing for us NZ’ers?”
Others were slightly more sceptical with another contributor believing that Telecom’s XT network was technically better, but that if 2degrees offered far superior pricing it would become the obvious choice.
“I'm hanging out for 2degrees to launch, so I can see what they have to offer in comparison to the big two.”
Other BuzzMetrics Verbatim Comments:
“Try to keep it open plan so I can leave at anytime without repercussions (what are the set- backs of leaving a contract early with Telecom?) as the 2degrees people looks promising.”
“After the not-so-flattering XT launch (pricing wise), is anyone else hanging out for the 2Degrees launch, hoping for better pricing? After being in the US, and Aussie for a couple of months over the last few years and seeing how cheap everything is Mobile-wise, I wish they could do something like that here in NZ.”
“Comment on the program was that Vodafone has shifted from the underdog to incumbent along with Telecom now and 2degrees is going to pick up the disgruntled customers, and VF and Telecom will have to go back to Grass Roots pretty much looking at service, etc to rebuild trust.”
“From what I understand 2degrees is a mix of 2g 3g I won’t be switching onto it. XT is 3g everywhere. Bad decision to go 2g/3g 2degrees.”
“Voda's offerings don't interest me. Staying with Telecom and hitting the XT highway when I settle on a handset that I like. Will check out 2degrees Degrees when it's all go.”
About Market BuzzMetrics
Nielsen BuzzMetrics is a proprietary methodology that analyses consumers’ opinions and discussion from Internet blogs, discussion and message boards, social networks and other CGM platforms.
About Nielsen Online
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com.
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