Swisscom’s no-frills offering for digital natives is two years old. Head of Wingo Cyrill Wick provides an update on the service, including the launch of mobile

Eurocomms.com: It is two years since Wingo launched. What can you tell us about how it is performing?

Cyrill Wick: We are very happy about the development and the growth of Wingo since the launch two years ago.

Since the start in April 2015 we are steadily increasing our brand awareness and the customer base.

The launch of the mobile offer last year in November as well as the recent Wingo Fair Flat tariff gave us an additional boost.

We saw a significant impact on our wireline business since the launch of our mobile offer.

On both products we are facing a double-digit growth.

Wingo launched as a fixed-line play and Swisscom said two years ago that there were no plans to add mobile services. What changed that caused you to launch Wingo Mobile?

At the beginning we were focusing on a wireline offering.  

With Wingo we address primarily digital natives, and these customers have a high demand for mobile services, which are flat, high speed and with the best price.  

The launch of the mobile offering was only a way to fulfil better our customer needs.

Wingo's strategy for mobile and wireline is to have few products with top performance at a moderate price.

You have also added a DSL offering, having launched Wingo as a fibre-based product. Again, what caused you to change tack?

Our fibre offer was very well received by the population.  

More and more customers outside [of where we offer fibre] showed interest.  

Today's technology such as G.Fast allows us to offer a stronger speed with Wingo on copper.  

To be fair, we grant our copper customers a discount compared to our fibre customers.

We push fibre but in case of (temporary) unavailability we also offer copper.

Is there any evidence that Wingo has cannibalised your core Swisscom subscriber base?

Generally speaking, Wingo targets a different segment and customer experience than Swisscom.  

In fact, we see Wingo as a complement to the existing Swisscom product portfolio.  

Wingo customers want little service at the best price.  

I can confirm that there are some Swisscom customers who are attracted by Wingo offers.  

However, most of our customers are acquired from the market.

How do customer experience KPIs differ between Wingo and Swisscom?

Wingo is for people who want full performance at top price.  

Wingo customers do not need a physical touchpoint and consciously sacrifice service and consultancy.  

Wingo is all about the online user experience.

What would you say has been the biggest learning/key takeaway from the first two years?

Competition in the telecommunications market is very intense and the offerings are very similar.  

Establishing a new brand in this saturated market requires patience and sufficient resources.  

It is important to identify the customer needs we want to reach, react quickly and create a compelling customer experience.  

With Wingo Fair Flat, we have apparently met the need of the customers.  

We will continue with further attractive offers.

 

More Features

2018 predictions: Amazon to bid for sports rights, more zero rating and M&A megadeals 2018 predictions: Amazon to bid for sports rights, more zero rating and M&A megadeals European Communications has picked out six predictions for the year ahead, featuring content, new business areas and M&A megadeals. More detail
Q&A: Turkcell CMO Q&A: Turkcell CMO Ismail Butun joined Turkcell from Nestle in 2016. He discusses the importance of brand, being able to speak the language of digital and the launch of an internet-only tariff More detail
Q&A: Proximus CMO Q&A: Proximus CMO Olivier Crucq, who leads marketing at Proximus’ residential division, discusses millennials, Belgium’s two distinct cultures and fibre. More detail
Opinion: Why digital brands are beating telcos Opinion: Why digital brands are beating telcos By Jennifer Kyriakakis, ‎Founder & VP Marketing, ‎MATRIXX Software More detail
    

@eurocomms

Other Categories in Features