As the turf battle for wireless customers heats up and the economy continues to melt down, Cricket’s Muve Music offering pitches the “real life value-seeker,” appealing to consumers’ choice and control when it comes to their wireless world. The pitch: “Only Muve Music can provide you with the power of Android to bring unlimited music AND nationwide talk, text and web starting at $55/month.”
“These value-seekers want value that will enhance their life,” Jaime Vasquez, Cricket’s VP of consumer marketing, told brandchannel. ”Today, consumers are increasingly valuing the balance of having quality technology products while not over-spending on their purchases.”[more]
“They may be tightening their purse strings, but they are still expecting the latest technology and ease of use, especially when it comes to communicating with family and friends,” Vasquez added. “These value-seekers want value that will enhance their life, and that’s what Cricket is helping to provide with unlimited data and the latest smartphone offerings from Samsung, LG, Huawei and ZTE.”
As a ‘challenger brand,’ Cricket is the seventh largest wireless telecommunications network in the U.S. with seven million customers. In order to diffentiate itself, it’s relying on music and entertainment to stand out in the pre-paid space, looking to attract a diverse, ethnic consumer base in its latest ad campaign (by agency TPN.
“Muve Music is the first wireless rate plan to include unlimited music downloads, designed specifically for the mobile experience. With a healthy database of music from all of the major record labels, and several indies, we’re offering consumers access to the level of technology they are wanting and expecting in their mobile devices, at an attractive price,” adds Vasquez.
Cricket’s description of the Muve plan:
With our Muve Music plan, you can download unlimited music straight to your Muve Music-capable phone. No syncing, no streaming, just real music downloads so you can pocket your playlists and take them with you wherever you go. You also get ringtones and ringback tones, not to mention unlimited talk and text to any network, anytime, from anywhere within Cricket’s nationwide coverage area. Plus you get caller ID, voicemail, call waiting, 3-way calling, call forwarding, international text, video and picture messaging, mobile web, and data backup.
Muve Music has deals in place with Sony, Universal Music, Warner Music and EMI, as well as unlimited talk, text and data. The 360 “You Call” ad campaign includes a national partnership with Best Buy, TV, radio, print, online, digital, retail and out-of-home.
Muve is a big part of the reason that Cricket Communications bills itself as “not your typical wireless company,” but it also offers pay-as-you-go offerings, no contracts or termination fees, the latest Android cell phones (like the Huawei Ascend II) and a “competitively priced” Cricket Broadband service.