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Salt Lake City: impressions after several months
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Review: My First Day With Vonage, Excellent!
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You need some common sense.



Vonage Customer Review: One month with Vonage, and...
Vonage Customer Review: One month with Vonage, and...




Vonage Reviews

Vonage Starts Rallying Cry For Broadband Phones: Launches National Effort As Big


Vonage In Print News

October 13, 2003
By Deanna Zammit

NEW YORK -- With large communications companies mostly on the sidelines and smaller players focusing on highly targeted direct and online efforts, Vonage is hoping to take an early lead in the broadband-telephone field with a $15 million national campaign.

TV and radio work from New York shop The Gardner-Nelson Project portrays Vonage as the rallying point for a grassroots movement against traditional phone companies. Vonage provides phone service through the Internet for a flat monthly fee, a system known as Voice Over Internet Protocol or VoIP.

In one TV spot-fashioned in 30-second, 60-second, and 1:20 versions-shop owners post signs in their windows that read, “Down with high phone bills, switch to Vonage.” People are shown supporting the company with signs, and kids hold signs in their yards. The ad ends with onscreen text: “Vonage. The broadband phone company.”

“[The work’s] primary objective is customer acquisition, but it does provide a branding vehicle as well,” said Dean Harris, chief marketing officer at the Edison, NJ, company.

Radio spots are similar to the TV, with actors advocating Vonage. The campaign also includes online ads from Carat Interactive in New York.

The TV spot, which broke on 20 cable stations late last month, is backed by about $15 million through year’s end, Harris said. The company’s 2004 ad budget is about $20 million, he said.

Previous, in-house ads featured testimonials from Vonage customers.

Vonage, launched in 2001 by chairman and CEO Jeffrey Citron, started offering Voip service in April 2002-the same month Datek Online Holdings, founded by Citron, was purchased by Ameritrade for $1.3 billion. Vonage, which “appears to be leading the edge-based providers with over 50,000 subscriptions,” according to a recent report from UBS Investment Research, expects to sign up an additional 50,000 subscribers by year’s end.

“Vonage has jumped from being an obscure little company no one has ever heard of to one that people are writing about and talking about, “ said independent telecom analyst Jeff Kagan. “They’re creating a buzz.”

Big players have yet to make a major marketing push in VoIP, while smaller ones have concentrated on online and direct efforts, Kagan said.

Telecom, iConnectHere, the consumer division of Delta 3 in New York, buys online ads and search-engine keywords, tracking click-through rates and cost per acquisition, said Jeremy Teres, company director of consumer marketing. Another Voip provider, Atlanta-based cbeyond, does not yet have a comprehensive marketing plan and has handled efforts in-house since its 1999 launch, a cbeyond rep said.
Cbeyond claims 8,000 subscribers, and iConnectHere about 10,000.

TimeWarner Cable began a trial broadband-phone service in the Portland, Maine, area in May and has about 5,000 subscribers, a TWC rep said. Cablevision last month launched Voip service in Long Island, N.Y., and plans to extend it in the tristate are by year’s end, said a company rep.



SIGN OF THE TIMES: Folks express their support for the company’s Internet-phone service.



 
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†AK and HI residents pay $29.95 shipping. ††Limited time offer. Valid for residents of the United States (&DC), 18 years or older, who open new accounts. Offer good while supplies last and only on new account activations. One kit per account/household. Offer cannot be combined with any other discounts, promotions or plans and is not applicable to past purchases. Good while supplies last. Allow up to 2 weeks for shipping. Other restrictions may apply.

1Unlimited calling and other services for all residential plans are based on normal residential, personal, non-commercial use. A combination of factors is used to determine abnormal use, including but not limited to: the number of unique numbers called, calls forwarded, minutes used and other factors. Subject to our Reasonable Use Policy and Terms of Service.

2Shipping and activation fees waived with 1-year agreement. An Early Termination Fee (with periodic pro-rated reductions) applies if service is terminated before the end of the first 12 months. Additional restrictions may apply. See Terms of Service for details.

HIGH SPEED INTERNET REQUIRED. †VALID FOR NEW LINES ONLY. RATES EXCLUDE INTERNET SERVICE, SURCHARGES, FEES AND TAXES. DEVICE MAY BE REFURBISHED. If you subscribe to plans with monthly minutes allotments, all call minutes placed from both from your home and registered ExtensionsTM phones will count toward your monthly minutes allotment. ExtensionsTM calls made from mobiles use airtime and may incur surcharges, depending on your mobile plan. Alarms, TTY and other systems may not be compatible. Vonage 911 service operates differently than traditional 911. See www.vonage.com/911 for details.

** Certain call types excluded.

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