Of late, there is an ad on TV for Reliance Communication. It features a guy who has bought a new laptop and is on the way home (I presume). This guy is at first asked by someone in the elevator "got SIM?". Then he gets the same message displayed in various means. Like he sees a text "got simpler" and a bus pulls over and cuts off the "ler" from his view. He sees the mirror image of MI2 which looks like SIM... you get the idea.
All this is for selling Reliance's USB modem which can be used to connect to the Internet from anywhere.
And the theme of the ad is that this USB modem for a laptop is like the SIM for your mobile.
Correct me if I am wrong, but isn't Reliance Communications' core mobile service offered using CDMA technology? Which offers no SIM. So why do they want to advertise with an analogy to a SIM when they don't use it themselves?
1 comment:
A Subscriber Identity Module is a vital component in any handheld licenced communication device. The equivalent in a CDMA device is the Universal Integrated Circuit Card (UICC). The removable version of that is RUIM (Removable User Identity Module) is popularly used in UMTS networks. So Reliance are not AGAINST SIM cards, it is just that their CDMA technology uses the IMSI (International Mobile Subscriber Identity) in a different manner. Just the fact that RUIM is not popular in India and the average user can relate easier to "Dai Magaa, Yen Chim Gard un Pone la podu da, Kissteena wait pannikinu irpaa, Pone pottu Kandhee Mandabadhukku vara sollanum", that they've gone with that creative. I don't think that Reliance has envy or anger at the SIM card per se.
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