The streets of Swiss cities are currently being invaded by a massive advertising campaign by Sunrise (UPC). Posters with catchy keywords such as "Megabyte", "Wi-Fi" or "SMS" are appealing to passers-by, inviting them to discover the Sunrise Moments offer, an initiative that raises questions about the role of telecom operators in the entertainment sector.
Sunrise Moments is presented as an exclusive program reserved for Sunrise and UPC customers, offering benefits related to leisure and culture. The operator promises unique experiences at festivals, concerts and sporting events, as well as discounts on tickets and priority access to certain events.
A new playing field for operators
This marketing strategy illustrates Sunrise's (UPC) desire to differentiate itself in a fairly competitive telecommunications market, despite its shortcomings. By associating its image with popular overseas chinese in usa data and sporting events, the operator seeks to create an emotional connection with its customers, going beyond the simple provision of telecom services.
However, this approach raises questions about the relevance of an operator venturing into the entertainment sector. Some might argue that Sunrise (UPC) should focus on improving its core services and especially its networks rather than diversifying its activities into areas far from its core business.
A bet on loyalty?
Sunrise Moments' main goal seems to be customer retention in an industry where churn is high. By offering exclusive leisure-related benefits, the operator hopes to create a sense of belonging and privilege among its subscribers, at the risk of annoying some of them.
Basically, it remains to be seen whether this strategy will be effective in the long term and whether it justifies the significant marketing investments it implies. Will customers really be sensitive to these entertainment offers or will they prefer benefits more directly linked to telecom services?