& cplSiteName &

More 4G Muddling: Verizon Brands AWS XLTE

Sarah Thomas
5/19/2014
50%
50%

Calling non-LTE networks 4G used to be marketers' biggest blunder, but now, new flavors of 4G are emerging to mystify and confuse consumers.

First came Sprint Corp. (NYSE: S)'s Spark network, and now Verizon Wireless 's XLTE, the moniker it will use to brand the Advanced Wireless Service spectrum it is deploying across the US. Verizon says this is a "consumer-friendly way of describing the added capacity that is being delivered to Verizon Wireless customers by activating our 4G LTE service on our AWS spectrum."

Verizon wants its customers to know that its AWS is a big deal for its network; not just your run-of-the-mill 4G. That's all well and good, but I worry it's just muddying the waters yet again. All consumers care about is the fact that the network works as advertised; not what brand of LTE it is. Considering that "XLTE" is only available in half of its LTE markets, I wonder if it will further confuse its customers that don’t have access to it or phones that support it... or if they'll even notice. (See Verizon Leads With Double-Wide 4G.)

Interestingly, AT&T Inc. (NYSE: T) is taking a somewhat different approach by trying to educate its customers on the things it is doing to improve its network, actually mentioning the phrase "small cells" in its commercials. (See AT&T Talks Small Cells, DAS in New Ads.)

I'm not really sure which approach is the better strategy, but the 4G LTE brand twisting is enough to make you dizzy. It will only get worse with 5G too. Check out Verizon's new commercial as part of its XLTE campaign, and let us know your thoughts on how to market mobile in the comments section below. (See Ready or Not, Here Comes 5G and EE Makes the Case for 5G .)

— Sarah Reedy, Senior Editor, Light Reading

(17)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Page 1 / 2   >   >>
nasimson
50%
50%
nasimson,
User Rank: Light Sabre
5/31/2014 | 4:33:23 AM
At times operators dont want customers to understand
When there will be early 5G: trials, partial adoptions, partial migrations; there will be a marketing mess. At times operators dont want customers to understand what they are choosing, buying, using and paying for.
DHagar
50%
50%
DHagar,
User Rank: Light Sabre
5/20/2014 | 1:34:58 PM
Re: Marketing
@Sarah, sorry - was not clear from several messages ago.  I was referring to the customer - if they don't understand the new devices, services, etc., they will turn off and quit listening to marketing or other messages.

 
DHagar
50%
50%
DHagar,
User Rank: Light Sabre
5/20/2014 | 1:15:00 PM
Re: Marketing
@Sarah, that's what I am thinking.  But people will turn off if it doesn't become familiar and easy to understand.
MordyK
50%
50%
MordyK,
User Rank: Light Sabre
5/20/2014 | 10:15:39 AM
Re: Heavy Duty?
Verizon is trying to do that in the areas where their networks were destroyed by Sandy, but sadly no unlimited plans.
MordyK
50%
50%
MordyK,
User Rank: Light Sabre
5/20/2014 | 10:13:34 AM
Re: Marketing
That's been trademarked by a new MVNO targeting trailer parks :)
jabailo
50%
50%
jabailo,
User Rank: Light Sabre
5/20/2014 | 9:57:54 AM
Re: Heavy Duty?
I see that Tacoma, WA has just been added to their markets.

They are just south of me here in Kent, so maybe I'll get in their coverage area!  

Althought I'm already reading about issues like throttling after 5Gig of downloads (that's two and a half netflix movies!), and they shut off the data channel if a phone call comes in!

Sprint's Spark LTE network disables data when handling calls
DanJones
50%
50%
DanJones,
User Rank: Blogger
5/20/2014 | 6:18:05 AM
Re: Marketing
Shoulda called it "Double-Wide 4G" or similar. :-)
DanJones
50%
50%
DanJones,
User Rank: Blogger
5/20/2014 | 6:16:44 AM
Re: Heavy Duty?
I think Sprint views their Spark upgrade as their replacement/upgrade on WiMax.
jabailo
50%
50%
jabailo,
User Rank: Light Sabre
5/19/2014 | 11:36:35 PM
Heavy Duty?
Being a Clear Wimax user for eight years, I've gotten used to wireless broadband.  I realize that Wimax, now that Sprint owns it, is a dying protocol, but will any of these LTEs replace it...in the form of a highly available, unlimited download for streaming use, service...one that is a replacement for optical or cable? 

It would seem odd if we went backwards from having such a home service to only having LTE for mobile.

 
DHagar
50%
50%
DHagar,
User Rank: Light Sabre
5/19/2014 | 8:58:08 PM
Re: Marketing
@Sarah, I couldn't agree more!  You and danielcawrey are correct.  The customers want to know that they are getting a fast and reliable service.  As we go forward, that will only become more confusing as new options with 5G are available. 

(I am thinking they are trying to make customers think they always need the latest version - but I think this can easily backfire as people are buying results - they want the copies, not the machine)
Page 1 / 2   >   >>
More Blogs from Que Sera Sarah
WiC congratulates the winners of our inaugural Leading Lights awards: Cisco's Yvette Kanouff, Zayo Group's Sandi Mays and startup Grid4C.
Leaders from Mellanox, Arista Networks, Syniverse, ECI Telecom and Cisco round out WiC's inaugural female tech pioneers of the year.
Women from AT&T, Ciena, Ixia, Zayo Group and Fujitsu make our shortlist for working to advance the cause of women in the next-gen comms industry.
Join WiC and Flex's Caroline Dowling for a live radio show on Tuesday at 12PM ET on how technology is powering the fourth revolution and to what effect in the future.
New companies with a focus on video graphics, smart grid predictive analytics and a quadcopter camera make up WiC's finalists for Female-Led Startup to Watch.
Light Reading’s Upskill U is a FREE, interactive, online educational resource that delivers must-have education on themes that relate to the overall business transformation taking place in the communications industry.
NEXT COURSE
Wednesday, September 14, 1:00PM EDT
What Is Agile?
Kent J. McDonald, Product Owner, Agile Alliance
UPCOMING COURSE SCHEDULE
Friday, September 16, 1:00PM EDT
How to Implement Agile
Alan Bateman, Director, Agile Transformation
Wednesday, September 21, 1:00PM EDT
What Is DevOps?
Colin Kincaid, CTO, Service Provider, Cisco
Friday, September 23, 1:00PM EDT
How to Implement DevOps
,
in association with:
From The Founder
Light Reading today starts a new voyage as part of a larger Enterprise.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
Between the CEOs
CEO Chat: UXP Systems' Gemini Waghmare

8|26|16   |     |   (0) comments


Light Reading CEO Steve Saunders and UXP Systems CEO Gemini Waghmare discuss the strategic importance of digital identity for operators in the midst of transformation.
LRTV Custom TV
F5 Virtual Network Function Integrations With Partner Orchestration Platform

8|24|16   |   6:38   |   (0) comments


F5's Kishore Patnam, product manager for F5's service provider solutions, discusses why service providers are moving towards virtualization and how his clients are utilizing F5's solutions.
Between the CEOs
CEO Chat: Intel's Alexis Black Bjorlin

8|17|16   |   06:23   |   (0) comments


Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
Telecom Innovators Video Showcase
Accelerating Telecom Digital Transformation With Nominum DNS

8|1|16   |   12:04   |   (0) comments


Light Reading's Steve Saunders gets an update from Nominum CEO Gary Messiana on how his company is helping carriers on the digital transformation journey.
LRTV Custom TV
Reinventing Operations for a Virtual, Software-Defined World

7|28|16   |   5:23   |   (0) comments


Heavy Reading Senior Analyst Jim Hodges speaks with Accenture's Larry Socher and Matt Anderson about what service providers must do to transform their business to get the benefits of SDN and NFV including: leveraging DevOps, introducing real-time OSS and implementing analytics.
Women in Comms Introduction Videos
Fujitsu Sales Leader Shares Lessons Learned

7|27|16   |   5:12   |   (1) comment


As Fujitsu's only female sales leader, Annie Bogue knows the importance of asking for what you want, being flexible (she's been relocated five times), keeping a meticulous calendar, 'leaning in,' working harder than everyone else around you, being aware and more.
Telecom Innovators Video Showcase
VeEX Test & Measurement Solutions

7|25|16   |   08:57   |   (0) comments


Cyrille Morelle, president and CEO of VeEX Inc., talks test and measurement with Light Reading's Steve Saunders at BCE 2016. This includes innovative products such as VeSion Cloud-Based platform for network monitoring; MTTplus Modular Test platform for Access, Business, Carrier Ethernet, Transport and Core services; and OPX-BOX+ for Fiber Optics.
LRTV Custom TV
VeEX: Live From BCE 2016

7|25|16   |   03:20   |   (0) comments


VeEX's Senior Director of Business Development, Perry Romano, explains how VeEX provides tools to help install, maintain, monitor and manage network infrastructure efficiently and effectively. The portfolio of products on display include the RXT-6000, MTTplus and TX300s.
LRTV Custom TV
Real-Time Telemetry & Analytics for Intelligent SDN Orchestration

7|25|16   |   03:09   |   (0) comments


Packet Design CEO Scott Sherwood discusses how real-time network telemetry and analytics are enabling a new breed of SDN orchestration applications.
From the Founder
The Russo Report: Driving Disruption

7|25|16   |   07:44   |   (2) comments


In the first episode of a four-part series, Light Reading Founder and CEO Steve Saunders and Calix President and CEO Carl Russo drive around town discussing the disruptive mega-changes in the communications industry and where hope lies for service providers to meet the escalating demands of the cloud.
LRTV Custom TV
NetScout: Maximizing Enterprise Cloud for Digital Transformation

7|20|16   |   04:53   |   (0) comments


Light Reading Editor Mitch Wagner talks to NetScout CMO Jim McNiel about maximizing the benefits of enterprise cloud and digital transformation while minimizing potential pitfalls with a proper monitoring and instrumentation strategy.
Women in Comms Introduction Videos
Ciena's VP Offers a Career Crash Course

7|20|16   |   4:14   |   (2) comments


How did Ciena's Vice President of Sales, Angela Finn, carve out her career path? Simple, she tells WiC. She stayed true to her company, customers and principles. She shares her advice for women on how to be authentic and credible, as well as for companies that want to make a real change to their culture and practices.
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
November 3, 2016, The Montcalm Marble Arch, London
November 30, 2016, The Westin Times Square, New York City
December 1, 2016, The Westin Times Square, New York, NY
December 6-8, 2016, The Westin Excelsior, Rome
May 16-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
Hot Topics
Cisco Developing 'Monica' Digital Assistant
Mitch Wagner, West Coast Bureau Chief, Light Reading, 8/22/2016
FirstNet: A Billion-Dollar Boondoggle?
Dan Jones, Mobile Editor, 8/26/2016
WiCipedia: Should Men Be Included? & Olympians Face Discrimination
Eryn Leavens, Special Features & Copy Editor, 8/26/2016
Google Fiber Can't Be Called a Failure
Carol Wilson, Editor-at-large, 8/26/2016
Google Fiber Downsizing Not Confirmed
Mari Silbey, Senior Editor, Cable/Video, 8/25/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Light Reading CEO Steve Saunders and UXP Systems CEO Gemini Waghmare discuss the strategic importance of digital identity for operators in the midst of transformation.
Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
Animals with Phones
Live Digital Audio

Bridging the tech skills gap is a major challenge for service providers and suppliers alike today – and the challenge is two-fold when it comes to increasing the number of women in the comms space. Level 3 Communications has made it a priority to overcome both challenges by implementing several unique programs focused on building the right candidates from within – in addition to filling the funnel by supporting STEM and other education programs. During this radio show, you’ll learn about these programs from Mary Beth McGrath, SVP of Global Talent Management at Level 3, and the best ways to bridge your own skills gap so that you are motivated and equipped for change. Plus you’ll have the chance to ask Mary Beth your questions live on the air.