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H3G plans to spend €100mil on 3G ad in Italy
November 22, 2002
Cellular operator Hutchison 3G is to spend more than €100 million
in advertising 3G services in Italy, with much of the promotion
appearing in March next year.
The operator will begin its first phase of its advertising promotions
in Italy on Sunday and will run until March, costing €30 million.
The first television advert is designed to overcome fear the Italians
may have of the next generation of phones. It features three beautiful
women at work and play but with no mobile phone in sight. An advert
that is to be release in March will concentrate on the services
available on H3G, estimated to cost between €70 million and €80
million.
On 13th November, the company opened its website to the reservations
of the first UMTS handsets in the Italian market. The two tariffs
on offer, Top3 Executive and Top3 Privilege, costs €85 per month
and €140 per month respectively.
TOP3 Executive offers voice, video calls, SMS, video messaging
and MMS, and the contents of the Mobile Portal of 3 (like near-live
Videogoals, videonews, music, finance, points of interest, maps,
etc) with the unique limit constituted by the weekly antifraud thresholds
based on the consumption levels that are several times those of
the 2G traffic of "heavy users".
Beyond the limit:
- voice calls cost €0.12 per minute with a €0.15 set-up charge for
every call
- videocalls cost €0.48 per minute with a €0.15 set-up cost
- SMS is charged €0.15 per message
- MMS and video message cost €0.48 per message
Users accessing the Mobile Portal of 3 are limited to 100 content
downloads per week. Once exceeded, customers will pay on the basis
of each "page" viewed and not in Kbytes, which the operator say
is not very controllable. Only the "useful" contents (such as videogoal,
micro-newscast) are charged and usually cost less than €1.
TOP3 Privilege offers the same service as Executive but includes
leasing of the videophone with the possibility to change it, a time
yearly, with the newest available model.
Two videophones were on offer at the launch, the NEC e606 and the
Motorola A830, and more will be added to the range.
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3G Motorola A920
