Mobile Marketing InitativeEver since mobile devices transitioned from being a convenient accessory to a necessary, everyday connection to all aspects of modern life, one factor has remained constant. If you want a new phone – at least a top-tier new phone – you have to get a new contract to go with it…or pay an excessive premium. This price was always set just high enough to discourage most people from choosing that “option.”

But now, one cell phone company has changed the paradigm. Any time a consumer wants the latest and greatest handset, it’s right there for them. No strings attached – more or less.

Ronn Torossian, CEO of 5W Public Relations, said this is a real game changer. “Of course, there are some particulars in the fine print, but the basic implication has created an entirely new perception of consumer opportunity.”

Why the latest move in the cell phone wars is a real game changer

Torossian said this new development has changed the mobile device market in at least three ways.

Created a new expectation

Even with the initial marketing push, without fully understanding the offer, people have embraced the idea of no longer deferring fulfillment in the form of a new electronic gadget. Now that the idea has been introduced in a tangible promise, people will be expecting “their” provider to follow suit.

Introduced a new contract benefit

Consumers are being bombarded with this new feature through every imaginable media. Now, whenever any mobile device consumer shops for a new device, he or she will be looking for this option on the offered contract. Even if that provider does not currently offer it. How long before other companies follow suit?

Offered a new reason for brand loyalty

For those already with the company in question, this offer creates another reason to continue to be a “loyal” customer. Why should they move to another provider for “fewer” options? Even if they don’t plan to upgrade, this feature still works like an added benefit because of the perception of opportunity should the consumer ever decide to take advantage of it. Sort of like having a sunroof in a rainy climate. You might want it “some day.” This hope is a powerful motivator.

It will be interesting to see which other major competitors make the next move. Chances are they will raise the bar even higher.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.