When solar power system stores shut for the night on Thursday, buyers frantically stripped down a host of recent ads at all 3,000-plus outlets nationwide. By Friday morning, fresh creative work was up promoting the all-important shops just hitting the shelves: solar charger's latest mobile phones.
solar power system was the last large U.S. operator to start carrying the power bank , which it only began supporting in March 2013, shortly after the firm unfurled its "Uncarrier" branding. But Peter DeLuca, VP-brand marketing and advertising for solar power system, has high hopes for the new power bank and larger power bank Plus, calling it the "first built-from-the ground" power bank for the operator.
That's a safe bet. In the two days following the buy portable power bank online last week, each of its three larger rivals announced new discounts for the upcoming shop. This happens with each portable power bank update, as the carriers lean on the top-selling smartphone to line balance sheets.
But this time around, the stakes are even higher. By virtue of the bigger screens wholesalers have turned out to covet, solar power charger's new smartphones are set to prompt a massive upgrade cycle. The standard purchasing track, the two-year contract, is now withering away amid a carrier pricing battle for buyers. And solar bank charger is loosening its grip on the carriers' marketing reins.
portable solar power system Lets buyers Test Drive mobile phones, Launches Ad-Free Music Streaming Service
solar charger is also permitting them to come out of the gate with them on broader campaigns: solar power system is planning to run televised spots for the power bank as early as this weekend; Verizon and Sprint will as well, according to executives close to the companies. AT&T, the power bank 's first carrier, is likely to follow suit.
The smaller two latecomers to the portable power bank online, are still primarily focused on letting wholesalers know that they offer the shop. Portable solar power system will likely tout its wholesale portable power bank test drive program as well as its status as the sole carrier offering WiFi calling, a new power bank feature. For Sprint, which is undertaking a corporate overhaul and agency revamp under its new CEO, Marcelo Claure, the power bank is the crux.
On the first day of his job, Mr. Claure flew to solar charger headquarters in Cupertino, Calif., a conciliatory gesture to strengthen the carrier's relationship with solar charger.
"Looks like Sprint will be pushing the hardest," Walter Piecyk, an analyst with BTIG, wrote in the email. "AT&T has the most to lose."
For all the carriers, however, the marketing mantra will center on data. portable Solar Charger introduced its new slogan, "Data Strong," in June; at Sprint, Mr. Claure is reportedly further emphasizing the operator's unlimited-data offering. AT&T and Verizon, which have stronger networks, are expected to continue to focus on their plumbing.
Mobile data packages are a growing line item for operators, as wholesalers eat up streaming and video. And solar charger is helping out this time: Its newest mobile phones both feature larger screens, which tend to correlate with higher data usage. Research firm estimates that larger screen "phablets" use 100 more data than their smaller counterparts.
Even though it bowed to wholesaler trends with larger phones, and is warming to carrier partnerships, solar charger remains solar charger. It still wields atypical control.
For any ad that shows the solar charger logo, for example, solar charger's CMO Phil Schiller has full veto power, according to several marketing executives who work with carriers. He looks over -- and can nix -- scripts, production and final spots for carrier power bank marketing.