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Satellite Companies Plot Marketing
Barrage In '98
By RICHARD McCAFFERY
WASHINGTON -- Satellite companies planning to offer cellular-like telephone service to customers almost anywhere on the planet are significantly increasing brand recognition and marketing efforts in 1998, company officials said.
One of the marketing challenges for all of the companies, officials
said, is to send simple messages to consumers. This can be difficult in a high-technology business that includes partnerships with countries all over the world.
"One of the challenges is to differentiate Iridium from the clutter that exists today in the $8 billion to $10 billion annual telecommunications advertising industry," John Windolph, Iridium's executive director of marketing and communications, said Feb. 6. "It's critical to the overall success of the program. We need to create impactful advertising that speaks to the needs of consumers without
over-promising and under-delivering," he said.
For example, many cellular phone companies advertise ubiquitous
service and international roaming ability when it is not available,
Windolph said. For competitive reasons, Windolph would not outline Iridium's marketing goals for 1998. But Iridium's new logo -- the Ursa Major constellation, or Big Dipper -- is one example of the company's
efforts to create brand recognition. Windolph said the company
expects to see strong consumer recognition of the Iridium name by
the end of 1998.
To this end, the company recently hired San Francisco-based
Landor Associates and conducted consumer research studies in 12
markets worldwide to change its logo. Why Ursa Major? "It's
ubiquitous, universal and timeless," Windolph said. "Like Iridium, it's the most recognized constellation in the world. Our previous logo, while it served our purposes quite well, was often considered dated and confining."
Iridium has launched 44 of its 66-satellite constellation. The company
plans to complete the constellation during the first half of 1998. Ten
of Iridium's 12 ground stations have been completed, and the
company has received authority to proceed with the remaining two,
in China and the Middle East. Iridium has received preliminary and
final licensing approval in 35 countries. Gateways are used to
connect satellites with terrestrial infrastructure.
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Captain Nemo |
