300million-Yota

The future. Big? Scary? Hard to explain? Or flippin’ amazing?

300million 1 Rosoman Place London EC1R 0JY United Kingdom

+44 (0)20 7833 3838 [email protected] 300million.com

Case study > Yota ©300million 1/3

Yota acquired the licences to become the world’s first 4G communications brand. The technology, WiMax, can provide supersize mobile broadband to media-hungry people like nothing else available.

Like any new technology brand launch, this one was loaded with challenges. Why should people get excited about yet another big change, when they’re comfortable with what they already have? How to muscle in on a market dominated by big competitors ready to fight tooth and nail against any suggestion that their technology is outdated? And with the launch in Russia, where 40% of the population don’t even own entry-level mobiles, how could we motivate people to “skip a generation” and embrace the future?

We questioned the client’s belief that this was a challenger brand. Instead, we suggested that Yota represented something different in kind; not an alternative but an entirely new technology-enabled choice. And we encapsulated this thinking in a bold core idea, ‘Enjoyment Unlimited’.

From this starting-point, we gave the brand an emotive, community-based appeal – aimed at getting customers to want ‘in’ rather than just to want ‘it’. Visually, we reflected and reinforced this attitude, designing a logo that didn’t just symbolise Yota’s values but also raised a smile.

Our first success was in rallying the client team around our belief that, far from being a disadvantaged newcomer in an established market, Yota could be a pioneering lifestyle brand of almost limitless potential.

Since Yota launched in Russia, it has grown rapidly and the brand has broadened its offer into delivering innovative mobile services. Our role continues to widen, too – from consulting on the brand architecture, through designing a brand book for employees, to advising on the brand experience in the company’s offices. And the next even more exciting challenge we’ll be tackling with the client is how to make the Yota brand equally successful in other countries.

Question Answer Impact


Yota, in partnership with Microsoft, was awarded the Global Telecoms Business Innovation Award 2009 for the MAX 4G mobile device [named by 300million!].

Yota has experienced rapid growth since start up in 2007 from a core leadership team of four people to 1,300 in 2009.

$400m of investment has been put into the business to date.

Mobile WiMax networks are fully operational in Moscow and St Petersburg with further regional expansion across Russia and CIS as well as internationally in Nicaragua and Peru.

9 year-old Ryan Staddon holds the world handstand record – an astonishing entire week!

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Quick facts




“The team at 300million really understand our business

ambition and culture. They are not afraid to speak their minds and we trust their view. We will continue to work with 300million as they always aim to surprise and keep reminding us how we need to keep pushing our brand forward, staying innovative, smart, engaging and fun. We share a great working relationship.”

Dennis Sverdlov CEO, Yota



Documents

300million-Yota