Promoting Chit-chat

Communication makes life meaningful. Popularizing communication may sound unusual, but not so when almost 80 percent of the population has not made even a single telephone call. We do need to educate the masses about the benefits of telecommunications. But that may be a tall order ... so why not start with a little "chit-chat".

With the younger and other talkative members of the family around, we experience enough of chit-chat. Even though the dictionary defines chit-chat as "lighter conversation among young girls", chit-chat is not the prerogative of any specific segment. All of us given an opportunity would like to lighten ourselves with some chit-chat. It is not just a coincidence that the ideal time is late evenings when the hustle and bustle of the day is over, and the telecom network is not so much loaded.

Thus, we are not addressing just a "niche", rather a major segment. In Japan, the Personal Handy-phone Service (PHS) had positioned itself as a cordless service with call rates between fixed and cellular telephony, focusing on the mass-market through this segment of late callers or if we can call them "chit-chatters".

The mobile operator Mobile One (M1) in Singapore, which went into service last year, recently launched "M1 Chat". It uses a cool and cheeky cartoon character Cicak—sounding like an alliteration of chit-chat, it actually means lizard in the Malay language—to promote the service. This Cicak, fondly called "Gordon" loves to chit-chat incessantly on his chat-phone (read cellphone) and always with good etiquette and never on the road. Sounds so familiar. Gordon is flashed all over the print media and the TV network in Singapore: the commercial ends with a punchline about enjoying a good chit-chat.

In a market dominated by serious messages and complex equations representing packages, promoting chit-chat in such a humorous and lighter way is bound to stand out. We can take the cue from our own Amul.

Chit-chat is not just the pastime of Singaporeans. All of us need to indulge in it, just to unwind. But it needs to be affordable. Even better, if it is mobile—we can as well walk around with out chat-phone or take it to the cosy and private environment of our bedroom.

It is the latest tariff plan from our Delhi operator AirTel. Between 8 p.m. and 8 a.m., it offers airtime rates of Re 1 per minute—unheard of. The same rates apply even on Sundays and national holidays (one does have to pay a fixed charge of Rs 399 per month). AirTel not only put colourful banners all over the city besides full-page ads, but also its "street-walkers" went about offering free trial calls in the evening to let the target audience chit-chat with their friends. They also went about distributing gifts/sweets valued Re 1 each. Reminding Re 1 a minute. All in the interest of a friendly and affordable chit-chat!

It is important to develop the no-frills product or service for the mass-market. How many people really use those complex features on VCRs, washing machines, microwave ovens or mobile phones? The mass majority need simple no-frills service. So why not "Keep-It-Simple ...", the popular KISS principle! And if possible, offer it with some humour ... everyone can afford to smile!

By Niraj K.Gupta, Voice and Data, September, 1998.