Izzi Telecom

izzi, S.A.B. de C.V.
Subsidiary of Televisa
Industry Telecommunications
Founded 1966 (as Cablevisión)
November 3, 2014 (as izzi)
Headquarters Mexico City, Mexico
Area served
 Mexico
Products Cable
Internet
Phone
Business
Parent Televisa
Website www.izzi.mx

Izzi (known as izzi, stylized as izz!) is a Mexican telecommunications company owned by Grupo Televisa and operated by Empresas Cablevisión, S.A.B. de C.V. It is listed on the Mexican Stock Exchange under the code “CABLE.” Izzi provides telephone, internet, and cable TV services to individuals and companies with coverage in the Mexico City metropolitan area and other cities in Mexico.

History

Cablevisión Company was founded on October 3, 1960 by a group of 10 people led by architect Benjamín Burillo Pérez. In 1969, the Communications and Transportation Secretary granted the company, then with 300 subscribers, temporary permission to install 124 km of coaxial cable in Colonia Roma. That same year, Cablevisión became a part of Grupo Televisa, which was owned by businessman Emilio Azcárraga Milmo.

In 2006, 49% of Cablemás and 50% TVI (Cablevisión Noreste) were acquired. In 2007, Bestel Company was acquired. On October 31, 2014 the Cablevisión trademark stopped operating under this name, giving way to a new brand: izzi[1].

izzi’s launch revolutionized telecommunications services in Mexico through "Triple Play": Internet, Telephone, and Television, which was offered as one product.

To strengthen the company, five cable companies were acquired nationwide:

2011 Acquisition: 100% of Cablemás.

2012 Acquisition: 48% of Cablecom.

2013 Acquisition: 52% of Cablecom.

2015 Acquisition : 100% of Cablevisión Red (Telecable).[2]

Infrastructure

With the integration of companies such as Cablecom, Cablevisión, Cablemás and Telecable, izzi now offers its services in more than 60 cities in 29 states of Mexico; with a network that covers over 30,000 kilometers of optic fiber and 77,000 kilometers of coaxial cable.

Services

izzi offers an outline of Single, Double and Triple Play (Internet, Television and Telephone) focused on residences and businesses.

Internet

Optic fiber service for businesses and residencies to enhance communication, search and data transfers, with speeds from 5 to 100 MB, depending on the commercial sector.

Telephone

izzi was a pioneer in offering unlimited calls from households to landlines and mobiles within Mexico, the United States, Canada, Europe and the rest of Latin America.

As for the business sector, izzi offers unlimited calls to landlines and mobiles in Mexico, the United States and Canada.

Television

izzi offers analog, digital, and on-demand entertainment services.

Thanks to its strategic alliances with the main programmers and content generators, it offers a wide range of channels featuring some of the most popular TV schedules liked by Mexican families.

Commercial Offer

Residential

• Individual Internet Contract (Single Play)

Internet 10 MB

Internet 20 MB

Internet 50 MB

• Individual telephone contract with unlimited calls to landlines and mobiles in Mexico, the United States, Canada, Europe and the rest of America.

• Individual TV contract with 3 different options:

− PackTV. Analog television with 60 of the best channels.

− PackTV2.0. Analog television with 100 of the best channels.

− izzi tv. Live television with more than 200 channels, 60 HD channels, and on demand content. Television can be watched traditionally, or on any mobile device using the izzi go app.

• Double Play contract

− Television + Internet service.

− 10 MB Internet service + Unlimited telephone service.

− 20 MB Internet service + Unlimited telephone service.

• Triple Play contract

− Internet service + Unlimited telephone service + Television

The speed of each package can be changed based on the clients needs.

Businesses

• Individual Internet Contract (Single Play)

Internet 10 MB

Internet 20 MB

Internet 50 MB

• Individual Telephone contract: 2 lines with unlimited calls to landlines and mobiles in Mexico, the United States and Canada.

• Individual TV contract with 3 different options:

− PackTV. Analog television with 60 of the best channels.

o PackTV2.0. Analog television with 100 of the best channels.

o izzi tv. Live television with more than 200 channels, 60 HD channels, and on demand content. Television can be watched traditionally, or on any mobile device using the izzi go app.

· Double Play contract

− 25 MB Internet service + Unlimited telephone service

· Triple Play contract

− Internet service + Unlimited telephone service + Television

6) Brand

Since its launch in 2014, izzi has been recognized as a major competitor in the telecommunications sector.

In 2015, it became the 5th most searched brand on Google.

In 2016, it was listed as the 22nd most valuable brand in Mexico.

Advertising Campaigns

Residential Launch

The launch campaign had three stages: teaser, introduction and product presentation.

Stage 1 – Teaser “Your highest bill”

The campaign consisted of having users share their most expensive phone bill of the year with izzi (which was not revealed as a brand in order to generate uncertainty). To encourage participation it was treated as a contest, and 1 million pesos would be awarded to the winner.

To make the promotion more credible and serious, it was necessary to have a spokesperson with a good reputation and aligned with the brands values: topicality, honesty, seriousness, simplicity, freshness and bluntness. The spokesperson also had to be someone who could generate empathy. Based on this, Diego Luna was selected as the spokesperson for this new brand.

Stage 2 – “Goodbye, Carlos”

This concept revolved around a break up letter that a woman wrote to a man named Carlos.

Stage 3 – Product Presentation

Using Diego Luna as spokesperson, izzi presented its star product: 10 MB Internet + Unlimited telephone service for $400.

Business Launch

In 2015, izzi targeted small and medium-sized companies with izzi businesses: a product exclusively designed and focused on that niche market.

Marta Debayle, an entrepreneur woman in the media field, was chosen as spokesperson to present the product: $500 pesos for 25 MB Internet + Unlimited calls to landlines and mobiles in Mexico, the United States and Canada.

izzi TV Launch

In 2016, izzi launched izzi tv, an entertainment platform that offered live TV, HDTV, and more than 20,000 series and movies to watch on demand at home or from any mobile device. Kuno Becker was chosen as the spokesperson to present this campaign.

Coverage

izzi service is available in these Mexican cities:

• Aguascalientes, Aguascalientes.

• Ciudad de México, México.

• Ensenada, Baja California.

• Mexicali, Baja California.

• Rosarito, Baja California.

• Tijuana, Baja California.

• Tecate, Baja California.

• San Francisco de Campeche, Campeche.

• Camargo, Chihuahua.

• Ciudad Cuauhtémoc, Chihuahua.

• Ciudad Juárez, Chihuahua.

• Chihuahua, Chihuahua.

• Delicias, Chihuahua.

• Hidalgo del Parral, Chihuahua.

• Meoqui, Chihuahua.

• Saltillo, Coahuila.

• Acapulco, Guerrero.

• Chilpancingo, Guerrero.

• Cuautla de Morelos, Morelos

• Cuernavaca, Morelos.

• Oaxaca, Oaxaca.

• Yautepec de Zaragoza, Morelos.

• Monterrey, Nuevo León.

• Cancún, Quintana Roo.

• Playa del Carmen, Quintana Roo.

• Ciudad Victoria, Tamaulipas.

• Reynosa, Tamaulipas.

• Nuevo Laredo, Tamaulipas.

• Matamoros, Tamaulipas

• Poza Rica de Hidalgo, Veracruz.

• Tihuatlán, Veracruz.

• Mérida, Yucatán.

• Progreso, Yucatán.

• Umán, Yucatán.

• Valladolid, Yucatán.

• Tizimín, Yucatán.

• Motul, Yucatán.

• Izamal, Yucatán.

• Temax, Yucatán.

• Chemax, Yucatán.

• Zapopan, Jalisco.

• Puerto Vallarta, Jalisco.

• Coatzacoalcos, Veracruz.

• Minatitlán, Veracruz.

• Cosoleacaque, Veracruz.

• Jáltipan, Veracruz.

• Nanchital, Veracruz.

• Irapuato, Guanajuato.

• Córdoba, Veracruz.

• Orizaba, Veracruz.

• Fortín de las Flores, Veracruz.

References

  1. ↑ TeleGeography. "Cablevision rebrands as izzi". www.telegeography.com. Retrieved 2018-06-13.
  2. ↑ "Izzi's launch anything but seamless - report". www.bnamericas.com. Retrieved 2018-06-13.


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