Enemies joining forces
Telecom is surely one of the most competitive industries of all. But sometimes enemies have to join forces to meet common challenges. WyWallet is a joint venture for mobile payments involving Telia Sonera, Telenor, 3 and Tele2. The unique initiative occurred as a result of the Swedish legislation for sms payments being tightened in 2010. Kurppa Hosk was assigned to develop a name, brand strategy, visual identity and digital user experience for the new collaborative payment service.
In August of 2010, the Swedish legislation surrounding mobile payments was tightened. Companies managing comprehensive money transfers via sms needed a new permit from the authorities, and sms payments could no longer be anonymous. To handle these legislative changes, the four major telecom operators in Sweden – Telia Sonera, Telenor, 3 and Tele2 – joined forces in a unique collaboration and developed a common mobile-payment service. As the service was new and completely unknown, the four operators needed help to build a new strong brand and launch it in the marketplace.
Kurppa Hosk was asked to develop a name, brand strategy, visual identity, digital interface and brand communications for the unique new service. In this process, Kurppa Hosk focused on the fact that telecom companies are often perceived as conservative giants with low consumer confidence. This offered a fresh chance to build a different kind of mobile-service brand – one that could induce connotations of a start-up company rather than of a traditional telecom player. The new brand had to appeal to consumers – feel humane, friendly and trustworthy – yet still be perceived as modern, technology-driven and crisp.