http://www.berlingske.dk/article/20070925/danmark/109241091/Get 50 percent off on your on your phone-calls during the month of Ramadan.
That is the commercial from the Danish phone company Tele2 in an attempt to increase turnover in the Muslim holy month of Ramadan which is right now. The company's administrating director Thomas Nistrup got the idea from Sweden where Tele2 tried out a similar arrangement before. So Tele2 is lowering the price on a specific mobile phone subscription, Amigos, for talk-time cards which is popular for international calls.
"During Ramadan we want to present the oppertunity to call cheaper to the Arabian countries. It might be that we'll choose Poland or some other place next time, because there are a lot of Poles in contruction yards and garden centres that use the product Amigos," says Thomas Nistrup.
Aren't you afraid of criticism because only Muslims can get it?
"Naah, it's got nothing to do with politics. We just want to make a good offer," says Nistrup
Is it OK to differentiate between people from a market point of view?
"Yes, there are also mobile phones only for women and "gaymobil" for gays. There are are many ways to address a certain audience," says the Danish director, and besides, everyone kan SMS cheap now, he says.
The Koran on your mobile phone
Today, Tele2 in Denmark and Sweden are no longer in the same group. Tele2 in Denmark is owned by Telenord. But Thomas Nistrup makes no hassle of hiding at the old colleagues in Sweden got the idea. Over there, Tele2 is ready with new products - A Koran-offer.
"We noticed that during the bigger holidays -- Not just during Ramadan -- there was an increase in phone calls between 10 and 15 percent. This gave us the thought last year of lowering the price especially during Ramadan to lure more customers over from other operators. And we succeded big-time. We got 30 percent more traffic, and a lot of the customers have stayed with us," says Thomas Ekman who's responsible for Tele2's home-user department in Sweden.
Tele2 in Sweden has about 100.000 Muslim customers and now, the Koran has been made available as an audiobook on your mobile phone, and the sales are already impressive, remarks Thomas Ekman.
OK from the Consumer Council
Whether you're losing eye-sight or if you're a Muslim, either way there's nothing wrong with special rebates directed at specific target groups, says the Consumer Council.
"This time it's the Muslims who get cheaps phone calls. Another time it was older customers at Synoptik[A store that sells glasses, contact lenses, etc] who get cheaper glasses, there's nothing stopping a company from directing its rebates in this way," says Karsten Kolding of the Consumer Council. At long as the modalities for the rebate are clearly outlines, he says.
Translated by yours truly. They also included this picture: http://images.berlingske.dk/apps/pb...ARK&Lopenr=109241091&Ref=AR&MaxW=620&border=0
Guy in the middle: "Can I convert my FASTnet to the Ramadan subscription?"
Salesman - "Sure, if you're a convert."
Guys on the right - "Holy crap, I am so prank-calling my cousin in Ramallah!"
What do you think?