Profile: A Numbers Game

By Brownsell, Alex | Marketing, October 6, 2010 | Go to article overview

Profile: A Numbers Game


Brownsell, Alex, Marketing


Marc Allera, sales and marketing director at Three, hopes smartphones will help the brand double its market share. Interview by Alex Brownsell.

This is the moment that Marc Allera, sales and marketing director at Three, has eagerly awaited for nearly a decade. Since joining the mobile operator in 2001, and subsequently taking on the top marketing role three years ago, the 38-year-old has sought to convince a sceptical public of the possibilities of mobile internet. Operators have promised for years that accessing the web on the move will change our lives, but many early adopters forced to squint at tiny colour screens on the first 3G phones responded with indifference.

Only since the introduction of the iPhone, and the development of rival smartphones from RIM and Nokia, have mobile users bothered checking their Facebook and Twitter feeds on the go.

Yet the transformation has been stark - Allera says that over the course of the past four years, mobile internet use has rocketed, going from accounting for 3%-4% of Three's network traffic to 98%.

'At times, we have been doing this by ourselves,' he says. 'Maybe consumers weren't ready. If we're honest, the devices weren't necessarily in place. The network wasn't in the best of places either - and it's difficult to build a category by yourself. Yet it feels as if everything has clicked into place in the past 18 months. That's great for everyone. People have finally got what we've been talking about.'

Changing perceptions

Now that consumers are prepared to listen to Three, Allera's priority is to ensure that its brand conveys a message that boosts sales Unfortunately for him, many people still remember the patchy network coverage that blighted Three in its early days, despite all the company's efforts to match the performance of its more established rivals.

Earlier this year, Three completed the installation of an additional 50sq km of network coverage, a fact that Allera felt worthy of publicising with a major inegrated ad campaign. The mock-80s Hollywood movie trailer clips, created by glue Isobar, carried the tagline 'Bringing you an even better network'.

The pounds 7m push aimed to give consumers an insight into the 'mammoth task' carried out by Three employees, according to the former Sega marketer. 'We have a perception challenge to overcome - a legacy from years ago,' he says. 'We could have left it as an engineering task, but have embraced it as a marketing challenge. We've got a job to do to keep convincing the market, and have done a good job so far.'

Allera claims that, since the start of the campaign in May, the brand has enjoyed one of the most successful periods in its history. However, this may have been less to do with the ads, and more with the fact that Three, somewhat belatedly, became able to offer Apple products. Although the marketer denies that its lack of iPhone options damaged Three, he admits that it held the brand back at a vital moment.

'There is no doubt that not having the iPhone made it harder to grow It's one of the most popular devices on the planet - and we didn't have it.' Allera adds that Apple now considers Three a 'key partner' in the UK and intends to share new products with the operator.

Another crucial launch for Three has been its smartphone price plan, which it hopes will win over millions of prospective users over the next year.

The One Plan, a two-year contract that offers customers 2000 any-network minutes, 5000 Three-to-Three minutes, 5000 texts and a 1GB internet data allowance per month, was introduced with a heavyweight print and outdoor push over the summer. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Profile: A Numbers Game
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.