Selling convergence no easy marketing task

06/5/2006 | International Herald Tribune

For European telecoms, selling consumers on convergence is proving a tricky marketing challenge, in part because of all the jargon involved with VOIP, Wi-Fi, Wi-Max, UMA, Bluetooth and IPTV. That's why Publicis Groupe's Marcel chose a non-technical theme of a fish escaping from being trapped in a bowl, for its first commercial for the launch of Orange, France Telecom's new convergence spinoff.

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