By Valérie Sontot
In France, January saw the suspense finally end around the launch of Free Mobile, the new and fourth national phone operator – with the spotlight firmly fixed on Super Xavier Niel, our very own Steve Jobs.
The conference began at 8:30am at the company headquarters, with the star of the show fashionably late. Like Superman, Super X. positioned himself directly as our saviour, rising against the other three operators and criticising their monopoly and pricing structures. The 40 minute speech on a big stage was taken in by media both fascinated and… less fascinated. Finally, Super X. announced an unlimited mobile offering for just €19.99 a month!
The media attention around the event was huge, with columns across magazines, newspapers and online filled with coverage. In fact, it had so much interest that as PR people we may as well have had a day off!
Although the launch was popular, people have struggled with a bug-ridden website to subscribe to Free’s well-publicised offer. With this in mind, it’ll be interesting to see how the future pans out for Super X., Free and its hungry competitors.
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