Telenor Xpress 3 - 2000

Telenor is on a mission to make djuice.com one of the world's leading mobile Internet portals.

Squeezing the net

Telenor is on a mission to make djuice.com one of the world’s leading mobile Internet portals.

Djuice.com is a new mobile Internet portal launched in the Norwegian market this March. The service will provide users with the best digital content available on the Internet and soon become a major independent product brand from Telenor. “Djuice makes you you is the main message in our market communication, because it’s personal, infinitely adaptable and mobile,” says Per Christian Andersen, vice president of marketing for djuice. Andersen predicts that for tomorrows wired consumers the mobile terminal – whether phone, PDA or other – will fit into Maslow’s hierarchy of needs just above physiological needs such as water, air and food.

Djuice equals digital juice
The concept behind Djuice is to squeeze the net for user-specific information that can be accessed from a mobile terminal, anywhere, anytime. Users can collect and organise the content they choose and adapt it to whatever mobile device they prefer, including WAP, PDA or a GPRS-based system.

The brand
Djuice doesn’t have one logo or trademark. It has about a thousand, and the number is rising. The collection of trademarks is part of a strategy of global positioning, dynamically combining the brand’s core strengths with local and personal attributes. “You can download the logo that best represents you. We respect that every person is unique, that we can’t predefine people’s likes and dislikes. Through djuice, however, we enable you to choose your own content, collecting the sum of your interests,” says Andersen. He believes the exciting brand strategy is essential.

In addition, the portal itself is dynamic, allowing continuous updates of the latest technology. According to Andersen it’s a great example of thinking globally, while acting locally.

Indeed the people at Djuice do think globally, with high international ambitions. Djuice’s first deal went through in August with Total Access Communication (TAC) in Thailand. Djuice.co.th will provide both an English- and a Thai-language version. “This is only the first agreement that Djuice has signed. It is the first step in creating a powerful network leveraging technology leadership and brand power on a global basis,” says Arve Johansen, CEO of Telenor Mobile Communications.