Marketer tells about ‘Show,’ the video cell phone service
Shin Hoon-joo
Q. What exactly is Show?
A. It’s the brand name of our new 3.5-generation cell phone technology, based on WCDMA (Wideband Code Division Multiple Access). There are a lot of things that happen with this evolved technology, but the biggest characteristic is that the data transmission speed becomes faster ― about 14 times faster. Unlike CDMA, WCDMA is used globally, which enables global roaming in about 100 countries.
Why was the service named “Show?”
While preparing for a year and 10 months, we studied the characteristics of the service and analyzed what kind of benefits it would have.
In deciding the name, our advertising agency and a naming agency were also involved. Then we conducted consumer surveys, and the name became fixed.
The biggest characteristic, however, with WCDMA compared to the existing technology is that video telephone service became possible. People are accustomed to voice calls, but in the future, video telephone service will become more widespread.
Why did you make another brand called Show when you already have a brand called KTF?
We wanted to show this was an entirely new technology so we launched a brand strategy. Like when Toyota created Lexus. Everyone knows that Lexus is made by Toyota, but it still has an entirely different premium image. Most people know Show is KTF, but they don’t associate the previous KTF service with Show.
Are you saying that Show is a premium, luxury service?
It is, in terms of quality. Video telephone service is more expensive than audio calls, but other fees are the same or lower and we have different pricing plans such as “couple plans” to cut down on video telephone costs.
Were there any problems in the naming of Show?
We were apprehensive because in Korea, the phrase “putting on a show” is used in a negative context. However, we wanted to be experimental. Also a lot of comedy shows on TV are using the catchphrase in their skits, which is great for us, because it’s like free promotion.
What if you don’t want people to see you ― like, if you’re in the bathroom?
You can make a video clip in advance to use as an alternate, or a still frame.
But then your lips won’t match with what you say.
You can tilt the camera so that you can’t see your mouth and if you’re in a very private situation, you don’t have to answer the phone. Right now, there are a lot of ring-tone services provided by separate content providers.
In the future, I’m sure content providers will begin developing alternate video services and more services that cater to video phone services. Services that we have never imagined will be developed.
What kind of people do you think will find video telephone service attractive?
People think video telephone services will be popular among young lovers, but actually a lot of senior citizens love talking to their grandchildren and watching them at the same time.
Will video telephone service take over voice?
We don’t think video will ever completely take over voice, but will give users another choice.
Can you do video calls to someone in another country?
If the mobile service provider in that country supports video telephone service, users in Korea can do video calls with that person. A few days ago, I called a friend in Australia and it was quite a fun experience.
You've launched a lot of provocative advertisements and not used any celebrities. Is that part of your strategy?
Famous people appear in dramas or films, so we needed new faces to show something revolutionary and new. It’s like we’re saying “this could be you.” It would have been easier to make advertisement series with one famous person, and it’s been difficult casting a different unknown person every time.
Some of the people who’ve appeared in our advertisements have already begun to gain a lot of popularity.
By Wohn Dong-hee Staff Writer [wohn@joongang.co.kr]
with the Korea JoongAng Daily
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