Flexiroam is the leading global mobile virtual network operator offering an affordable alternative to current mobile roaming services. The company was founded in 2011 by CEO, Jefrey Ong with the aim of expanding the horizons of global communication. By leveraging on innovative technologies, Flexiroam offers international outbound travelers voice and data roaming in over 200 countries and territories.
Flexiroam was listed on the Australian Securities Exchange (ASX) in June 2015 with the goal of rapid growth and global expansion. They are proudly alliancing with over 100 travel industry partners, including major airlines and top travel agencies. In short, Flexiroam is a data roaming company that lets consumer earn free data before travelling and also helping them to avoid huge roaming fees when they are overseas.
Consumer Make-up
Flexiroam’s consumer are always smart, inspiring, fun, and adventurous. They encourage people to be daring and try new stuff or what they have always wanted to do. They believe in being smart all ways possible not only educational wise. For example, being smart in how to solve problems during trips. Being inspiring to everyone who always wanted to travel to many places for a holiday. Fun in a way that the personality shines no matter where you are and Adventurous to try new things be it to hike a mountain or to try local foods in a different country.
Specific Target Market
Core Agency is assigned to build brand affinity and expand Flexiroam’s audience by reaching out to public demographics both online and offline. Therefore, people within the age range of 20-45 years old are our target market. Frequent flyers for both business and leisure are people that are most targeted. For example, frequent travellers, explorers, fun and adventurous people, and holiday goers.
Flexiroam was listed on the Australian Securities Exchange (ASX) in June 2015 with the goal of rapid growth and global expansion. They are proudly alliancing with over 100 travel industry partners, including major airlines and top travel agencies. In short, Flexiroam is a data roaming company that lets consumer earn free data before travelling and also helping them to avoid huge roaming fees when they are overseas.
Consumer Make-up
Flexiroam’s consumer are always smart, inspiring, fun, and adventurous. They encourage people to be daring and try new stuff or what they have always wanted to do. They believe in being smart all ways possible not only educational wise. For example, being smart in how to solve problems during trips. Being inspiring to everyone who always wanted to travel to many places for a holiday. Fun in a way that the personality shines no matter where you are and Adventurous to try new things be it to hike a mountain or to try local foods in a different country.
Specific Target Market
Core Agency is assigned to build brand affinity and expand Flexiroam’s audience by reaching out to public demographics both online and offline. Therefore, people within the age range of 20-45 years old are our target market. Frequent flyers for both business and leisure are people that are most targeted. For example, frequent travellers, explorers, fun and adventurous people, and holiday goers.
SWOT ANALYSIS
In the SWOT analysis, Flexiroam’s strength is definitely their affordability, innovative, freedom and flexibility. After calculating, users only have to pay approximately RM3 per month in order to purchase the X-Pack. That is very affordable especially when it lasts for a year. They are also very innovative in following the trend in this modern era with the easy sticker application. Flexiroam also provides freedom and flexibility for travellers with no worries about data roaming. Users can now travel hassle free.
Flexiroam’s biggest weakness is the cost of shipping. Users wouldn’t want to pay extra just to get the X-Pack while the shipping fees already cost half the price. Sticker application is also a problem for them because it takes a lot of steps and it is quite complicated to activate the membership. One of the down point for Flexiroam X pack is that it only benefits frequent flyers, other than that, users who don’t travel a lot would not be attracted by this product. This also couldn’t be used for phone calls as it automatically shuts the call settings while being switched to Flexiroam X mode.
Opportunity that Flexiroam can have is the era of mobile dominance. More and more people are using smart phones right now mainly because the easy access to the Internet hence it’s easier for Flexiroam to penetrate into the market. People also rely on the heavy usage on Internet nowadays therefore it is an opportunity for Flexiroam as its product is Internet based. Next, people nowadays tend to travel more instead of saving unlike the older generation. The travel experience is what they want to have therefore Flexiroam can take this opportunity to target the younger generation market.
One of the threats for Flexiroam is that there is free Wi-Fi almost everywhere during traveling. People might be willing to spend the time to search for free Wi-Fi instead of subscribe to Flexiroam X. Besides that, travellers’ mind-set is also considered as one of the threats as many people travel with the purpose of escaping and isolating from the social world, so it is difficult to persuade them to subscribe to Flexiroam X and get Internet connection. Portable Wi-Fi is also one of the “in” things now as many travellers still haven’t gotten the chance to know about Flexiroam X yet. Other than that, Telco companies also provides attractive package for users to use during traveling which is also one of the threats for Flexiroam X.
Flexiroam’s biggest weakness is the cost of shipping. Users wouldn’t want to pay extra just to get the X-Pack while the shipping fees already cost half the price. Sticker application is also a problem for them because it takes a lot of steps and it is quite complicated to activate the membership. One of the down point for Flexiroam X pack is that it only benefits frequent flyers, other than that, users who don’t travel a lot would not be attracted by this product. This also couldn’t be used for phone calls as it automatically shuts the call settings while being switched to Flexiroam X mode.
Opportunity that Flexiroam can have is the era of mobile dominance. More and more people are using smart phones right now mainly because the easy access to the Internet hence it’s easier for Flexiroam to penetrate into the market. People also rely on the heavy usage on Internet nowadays therefore it is an opportunity for Flexiroam as its product is Internet based. Next, people nowadays tend to travel more instead of saving unlike the older generation. The travel experience is what they want to have therefore Flexiroam can take this opportunity to target the younger generation market.
One of the threats for Flexiroam is that there is free Wi-Fi almost everywhere during traveling. People might be willing to spend the time to search for free Wi-Fi instead of subscribe to Flexiroam X. Besides that, travellers’ mind-set is also considered as one of the threats as many people travel with the purpose of escaping and isolating from the social world, so it is difficult to persuade them to subscribe to Flexiroam X and get Internet connection. Portable Wi-Fi is also one of the “in” things now as many travellers still haven’t gotten the chance to know about Flexiroam X yet. Other than that, Telco companies also provides attractive package for users to use during traveling which is also one of the threats for Flexiroam X.
PRODUCT DIFFERENTIATION
There are many categories with unique opportunities for advertising. Flexiroam is under the category “Beneficial But Obscure Product Differentiation”. This basically means that advertising is perhaps the most crucial to Flexiroam’s success. It has the ability to creatively promote hidden benefits that will usually determine the success of Flexiroam, such as affordable roaming fees. Flexiroam is a brand that its benefits are over the top. But with lack of advertising, it still remains undiscovered until this day. Not many people known about this brand because of its low brand awareness and publicity. Flexiroam should advertise more on billboards and public places to get the brand out for more people to know about.
CONSUMER EVALUATION
i. Consumer Make-Up
Flexiroam’s ideal consumers are always smart, inspiring, fun, and adventurous. They encourage people to be daring and try new stuff or what they have always wanted to do. They believe in being smart all ways possible not only educational wise. For example, being smart solving problems during trips in outside of countries; Being inspiring to everyone who always wanted to travel to many places for a holiday; Fun in a way that the personality shines no matter where you are and Adventurous to try new things be it to hike a mountain or to try local foods in a different country.
Flexiroam’s ideal consumers are always smart, inspiring, fun, and adventurous. They encourage people to be daring and try new stuff or what they have always wanted to do. They believe in being smart all ways possible not only educational wise. For example, being smart solving problems during trips in outside of countries; Being inspiring to everyone who always wanted to travel to many places for a holiday; Fun in a way that the personality shines no matter where you are and Adventurous to try new things be it to hike a mountain or to try local foods in a different country.
ii. Specific Target Market
Core Agency is assigned to build brand affinity and expand Flexiroam’s audience by reaching out to public demographics both online and offline. Therefore, people within the age range of 20-45 years old are our target market. Frequent flyers for both business and leisure are people that are most targeted. For example, frequent travellers, explorers, fun and adventurous people, and holiday goers.
Core Agency is assigned to build brand affinity and expand Flexiroam’s audience by reaching out to public demographics both online and offline. Therefore, people within the age range of 20-45 years old are our target market. Frequent flyers for both business and leisure are people that are most targeted. For example, frequent travellers, explorers, fun and adventurous people, and holiday goers.
PRODUCT POSITIONING
In the product positioning for Flexiroam X, it can be seen that it is located at an very affordable price range compared to Celcom, Maxis and Tune Talk. As for the brand awareness, Flexiroam X unfortunately has the least because of its lack of advertising. VisionData is slightly better on the awareness and its price is also on the affordable side. As for Wiyo, the price range is exactly the same as VisionData depending on the countries they go, but the awareness for them is good because they are quite well known with all the celebrity endorsements. Next, Celcom, Maxis and Tune Talk’s price is on the high side with exactly the same price for all 3 brands. Range from Celcom with the least amount of awareness and Tune Talk with the most amount of awareness.
MARKETING GOALS
SHORT TERM:
- To increase social media exposure and engagement on Facebook and Instagram.
- To increase the brand personality through social media platforms: Facebook and Instagram
- To target frequent flyers and new audiences aged between 20 and 41 that are more active on social media platforms and who travels a lot.
- Able to achieve 2,500 app downloads and 250 membership conversions.
LONG TERM:
- To widen the marketing area outside Malaysia such as Indonesia, Thailand and more.
- To become the first data roaming brands when customers thought of traveling.
SPECIFIC TARGET MARKET
Core Agency is assigned to build brand affinity and expand Flexiroam’s audience by reaching out to public demographics both online and offline. Therefore, people within the age range of 20-45 years old are our target market. Frequent travellers, adventurous and fun people are most targetted. For example, Fakri Zulkarnain, aged 42 years old who likes to travel and capture beautiful pictures as memories. He is an adventurous hiker and is interested to try new stuff.
SOCIAL MEDIA (FACEBOOK & INSTAGRAM)
Our client Flexiroam is currently utilizing Facebook and Instagram although the brand is more focused on Facebook.
Social media is low cost, fast caters to a big audience and generates interaction. Brands literally do not have to pay a single cent to sign up for a social media account, except of course to advertise their sponsored posts. In addition to that, happy customers will share testimonials on social media about a brand they love and this can enhance the brand image. The best part is their potential audience is not limited, and it may reach a wider range of audience regardless of background as social media is a vast world and is accessible by everyone, unlike newspapers and television.
The disadvantage of using social media is, however, the possibility of having an unhappy customer posting their dissatisfaction on social media and the difficulty faced by the brand to convert traffic to leads or sales. There is no point of being able to attract many followers and likes if the customer is not purchasing.
Social media is low cost, fast caters to a big audience and generates interaction. Brands literally do not have to pay a single cent to sign up for a social media account, except of course to advertise their sponsored posts. In addition to that, happy customers will share testimonials on social media about a brand they love and this can enhance the brand image. The best part is their potential audience is not limited, and it may reach a wider range of audience regardless of background as social media is a vast world and is accessible by everyone, unlike newspapers and television.
The disadvantage of using social media is, however, the possibility of having an unhappy customer posting their dissatisfaction on social media and the difficulty faced by the brand to convert traffic to leads or sales. There is no point of being able to attract many followers and likes if the customer is not purchasing.
COLLABORATION WITH OTHER BRANDS
Trip advisor
Tripadvisor is an American travel website company that provide reviews of travel-related content. This collaboration is beneficial as this can spread consumer’s awareness with a better reach and can be valuable in terms of brand publicity. Also, this can increase customer’s interest as well upon knowing the price for a package of Flexiroam X. Not only the price of the products, customers are allows to find out more information about Flexiroam X when they are using Tripadvisor. The disadvantage of this, however, is the possibility of another brand dragging down another brand, in any case of reputation damage.
shopee
Shopee has become one of the leading online shopping platforms since its launch in 2015. Shopee is a platform that allows their mobile savvy users to shop in fun, free and trusted way. Since their launch, they’ve extended their market dominating Southeast Asia; including Singapore, Thailand, Indonesia, Vietnam and also Philippines. The purpose of this partnership includes Flexiroam X users will get a lot of discounts when they purchase any items via Shopee.
FOODPANDA
Foodpanda is the most convenient online food ordering site, connecting people with the best restaurants around them. This campaign is designed to create awareness of the many different cuisines around the world available on the Foodpanda platform. Flexiroam’s sponsorship includes Flexiroam X starter packs for grand prize winners of the campaign. Flexiroam will also provide free data for all Foodpanda users who become new Flexiroam X subscribers. Foodpanda will feature Flexiroam on its social media platforms. Flexiroam will also post and promote the World Food Tour campaign on its social media platforms.
YELLOW PORTER
Yellow Porter, the platform that allows buyers to purchase their items internationally and have them shipped to their requested destinations at the lowest rates. Yellow Porter does specific matching shipments to travellers and that’s the reason why Flexiroam partner with them. To celebrate this collaboration, Flexiroam will be awarding everyone in Yellow Porter to redeem 500MB of free data from now until 31st January 2017.
CAROUSELL
Carousell is a Singapore-based community marketplace which boasts one of the world largest and fastest growing mobile marketplace apps. Flexiroam is partnering with Carousell on its In-App contest, "List, Refer & Win". The campaign is designed to create brand awareness and target consumers who are planning for their yearend holiday and looking for travel related items in Carousell. Under the agreement, campaign prize winners will receive Flexiroam X starter packs and Carousell credits. In addition, Flexiroam is providing weekly prize winners with free data roaming. To promote the contest, both Flexiroam and Carousell will share the In-App contest on their social media platforms. Flexiroam is also listing Flexiroam X membership packs to be sold on Carousell.
Singapore Airline Staff Union (Siasu)
SIASU is an organisation established in Singapore to represent the employees of Singapore Airlines Limited and a number of its subsidiaries, and represents more than 10,600 members. In the partnership agreement, Flexiroam and SIASU will collaborate to co-market and coordinate sales of Flexiroam services to SIASU members for a period of two years. Flexiroam has made an exclusive Flexiroam X offer to SIASU members, offering them complementary data upon the purchase of Flexiroam X membership with one gigabyte of data packages. SIASU will promote Flexiroam X product through sending Electronic Direct Emails (EDMs) to all its members. SIASU will also feature Flexiroam and the exclusive Flexiroam X offer in the official SIASU website.
All the above collaborations are beneficial to Flexiroam as this can spread consumer’s awareness with a better reach and can be valuable in terms of brand publicity. Also, this can increase customer’s interest as well upon knowing the price for a package of Flexiroam X. Not only the price of the product, customers are allowed to find out more information about Flexiroam X when they are using Foodpanda, TripAdvisor, etc.
All the above collaborations are beneficial to Flexiroam as this can spread consumer’s awareness with a better reach and can be valuable in terms of brand publicity. Also, this can increase customer’s interest as well upon knowing the price for a package of Flexiroam X. Not only the price of the product, customers are allowed to find out more information about Flexiroam X when they are using Foodpanda, TripAdvisor, etc.