Roundup: 3 Years of Romtelecom Dolce


Dolce's Evolution
  • From the moment of its launch, Dolce was designed as a product meant to make a difference. It was created on the principle of high performance at affordable prices, customer friendly, focused on the needs and expectations of the Romanian consumers. Dolce customer base mirrors the structure of the Romanian population, being successful in both rural and urban areas.

Evolution of Customers' Base
pauza
  • Dolce experienced spectacular growth rates since its launch in 2006, growing even during the crisis.
  • Dolce success can be attributed to the optimal mix of several components such as targeted sales, high quality and customer oriented approach, promotions and, lately, customized offers through portfolio reshuffle. Dolce adapted quickly to market demands growing from 46 to 57 channels in basic pack and also recently launched more main packages customers can choose from. Now we have four main packages from which the customers can choose the one which better fits their needs: the most watched channels, variety for the entire family, movies based package or with no minimum subscription period.
    • Dolce Star – the main package with the most movie channnels in the market
  • One of the most appreciated features of Dolce is the electronic guide provided to the customers. This is seen as easy to access and very useful, simple, fast and at hand for gathering information about TV broadcastings. The electronic program guide is considered by Dolce customers the easiest way to consult a TV schedule, in comparison to printed, internet TV guides or zapping.
  • From the technical point of view, Dolce evolved from the single dish solution to, recently, SMATV (Satellite Master Antenna Television), which is a system allowing the distribution of Dolce services in apartments from buildings, using a single antenna on the roof of it and a local cable network.
  • Such actions made us one of the most appreciated DTH providers on the market.
Click here to access a photo library connected to Dolce.

Attitudes and needs towards higher technological TV equipments
maaslowen
Most of the users have at least two TV sets at home. In case of 36-45 y.o. respondents, at a practical level, buying the second TV set answers to the necessity to ensure differentiated access to the television programs to the family members, in the context of highly diversified TV programs and channels. But, in many cases, for both age segments, the second bought TV is most of the times LCD or plasma TV set which also shows their interest in modern TV technology, the determinants for the interest previously mentioned are some psychological needs which have a deeper root in the need of self-esteem:
  • the need to be admired and appreciated for the device  they have at home;
  • the need to be up-to-date regarding general technological improvements which enable better image and sound quality for TV broadcasts;
Source: internal marketing research studies.