Nigeria’s Spectranet Repositions as The Wi-Fi Network

The leading Internet service provider has made product innovations to offer the best-in-class Internet browsing experience to its discerning customers.

Leading Internet Service Provider Spectranet, offering high-speed Internet services through multiple services, including 4G LTE, HomeFiber and FiberOnAir has unveiled a new multimedia advertising campaign to reposition itself as The Wi-Fi Network.

According to the company, its new payoff as The Wi-Fi Network is aimed at reinforcing its position as the leading Internet Service Provider in the country in terms of quality of the network, products and service offerings.

“The Wifi Network as a positioning payoff line showcases the confidence of the brand in terms of its ability to service current and evolving needs of various customer segments including the fast-evolving Generation Z.” — Ajay Awasthi, CEO of Spectranet

The brand provides Wi-Fi solutions for Fixed as well as On-the-move usage. It offers products for moderate users to heavy users preferring Unlimited products and those requiring high download and upload speeds. While 4G LTE will predominantly service customers needing Wi-Fi on the move, GPON (HomeFiber) and FiberOnAir services will help fulfil the needs of customer segments at their homes or business establishments with high volume data consumption and high download and upload speed with lower latencies.

Major milestones

The brand was the first to host Netflix in the country and also the first to commence 4G LTE operations, making major media houses recognize Spectranet for its commitment to the development of the industry as a leading brand in the ISP domain.

“More importantly, the Brand Spectranet wants to stay relevant to a new set of users, predominantly from Generation Z. From our customer studies we have noticed that the average age of our customers has shifted significantly downwards. Along with our excellent service delivery, the brand imagery and the positioning need to appeal to these younger customers.” — Awasthi

New corporate positioning

Speaking on the brand’s new Corporate speak, the Executive Director at Creativexone, the Advertising Agency to Spectranet, Shola Adegboroye, noted that Spectranet is customer-centric, innovative and a nimble brand. The brand so far ran with a faster, affordable and reliable theme. In keeping with the changing times, the brand needs to reinvent itself and step into the next phase of evolution reflecting the aspirations of Generation Z. It also needs to consolidate its offerings across various high-speed technologies under one tagline. According to him, all these unique offerings stand Spectranet out as TheWi-Fi Network.

Speaking on the new positioning, Ajay Awasthi, Chief Executive Officer of Spectranet said the company has looked critically at the market and it is obvious that they are the leaders when it comes to their unique service offerings across 4G LTE, Fixed Line (FiberOnAir and HomeFiber) for Homes and Estates, as well as Enterprise Business for MSME’s and Corporations.

He further added that the company is looking to consolidate all of its product offerings under one umbrella tagline: The Wi-Fi Network, to help simplify the decision-making for prospective customers, as the end-customer looks to eventually consume a Wi-Fi service supplied to him through a modem or a router.

“We are not just another ISP; we are significantly different from others in terms of variety of innovative offerings, customer service model and network reliability. It’s time for us to showcase the new Spectranet through a bold positioning statement.” — Awasthi

Besides breaking a new campaign, Spectranet has consistently reflected the innate aspiration of each individual to “Do More” to do better and has enabled individuals, families and organizations through flexible unified data plans offering unlimited browsing to all segments in various time segments of the day.

The company has also invested heavily in deploying services such as Fiber on Air, and Home Fiber offering high-speed and reliable broadband internet to homes and enterprises.