Swisscom launches brand for digitally affine customers
In order to better address the growing customer group of digitally affine people, Swisscom is launching Wingo, a brand that carries a standalone offering reduced to needs.
Digitally affine, mostly younger, urban people have clear expectations of their telecommunications provider and deliberately forgo extras and distinctive service. According to the announcement, Wingo is designed to offer customers the best performance at a reasonable price, thus supporting customer growth at Swisscom.
The ICT market has changed dramatically in recent years and is increasingly permeating our everyday lives. As the market has matured, customers' wishes have also become more complex. The changed environment requires providers to differentiate themselves more strongly in the market and to address the needs of the various customer groups even more precisely.
Wingo primarily targets young, urban customers
"With Wingo, we are targeting digitally affine, urban customers that we have not reached sufficiently as Swisscom in the past. Thanks to reduced service, very simple offers and a low price, we will win new customers," says Swisscom Marc Werner, Head of Swisscom Residential Customer Business, of the new offering. The Wingo brand reduces the offer to the essentials. It will only be available online to address customers, take out subscriptions and receive support. In this way, Wingo is targeting the needs of private customers who are already well versed in the digital world and who consciously want to do without services.
Wingo is focusing on subscriptions specifically geared to the target group. The fixed-network offering will only be available in those areas where fiber has already been laid to customers' homes. This will reduce technical complexity. As Swisscom's usual services, such as stores and free hotlines, are also dispensed with, Wingo can offer very low-cost products.
With Wingo, Swisscom aims to address residential customers who could not previously be reached with Swisscom's offering. For this reason, Swisscom expects to be able to maintain or expand its market share and revenues in the future with the help of Wingo, despite strong competition and simultaneous price erosion in the telecommunications market. Wingo is available on the market with its offer as of today.
