& 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
On March 8 we celebrate the social, economic, cultural and political achievement of women, and maybe abstain from working. Tell us how you are being bold to bring change.
Join WiC's first networking breakfast event of the year on Wednesday, March 22, in Denver, Colo., to talk mentoring -- how to find one, how to be one and much more.
In honor of Valentine's Day, WiC is highlighting five of the sites, companies, products, commercials and more related to women at work that we're digging this month.
Biases from computer programs will seep into the algorithms behind AI, meaning computers of the future could be just as homogenous as today's tech workforce.
Female-only co-working spaces are popping up all over the place, but is cutting men out the best way to level the playing field in the tech industry?
From The Founder
Cisco's Conrad Clemson, recently promoted to head up the company's Service Provider Apps & Platforms developments, talks to Light Reading's Founder and CEO Steve Saunders about how he's bringing cloud video, mobile and virtualization together to empower network operators.
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.
LRTV Huawei Video Resource Center
Huawei at CeBIT 2017: Day 3

3|22|17   |     |   (0) comments


Light Reading reports from CeBIT 2017 in Germany, where Huawei is exhibiting on the application of technologies and key business verticals such as transportation, smart city, manufacturing, media and finance.
LRTV Documentaries
No Regrets: Cox's Finkelstein on Fiber & More

3|22|17   |     |   (0) comments


At the Cable Next-Gen Technologies & Strategies event in Denver, Cox's Jeff Finkelstein examines the cable capex conundrum.
LRTV Documentaries
Cable Next-Gen: The 'Mile High' View From Denver

3|22|17   |   11:56   |   (0) comments


Alan Breznick kicks off the Cable Next-Gen Technologies & Strategies event in Denver, casting his thousand-yard stare over cable's current competitive landscape.
LRTV Huawei Video Resource Center
Huawei at CeBIT 2017: Day 2

3|21|17   |   2:27   |   (0) comments


Light Reading reports from CeBIT 2017 in Germany, where Huawei is exhibiting digital transformation solutions around IoT, smart data centers, OpenCloud ecosystem and its newly announced storage-as-a-service solution.
LRTV Custom TV
Driving Better Mobile Customer Experience While Transforming the Mobile Network

3|21|17   |   7:47   |   (0) comments


The Citrix NetScaler mobile gateway is an intelligent traffic management solution which can markedly improve the customer experience provided by mobile operators, even when traffic is encrypted. Critical network services can be consolidated and virtualized using NetScaler. Because of the unique architecture, NetScaler can be deployed on any hypervisor, on a ...
LRTV Custom TV
Mastercard: What's Next for Mobile Payments?

3|21|17   |   7:49   |   (0) comments


2017 marks the fifth consecutive year for Mastercard at Mobile World Congress and it was a great time to reflect on the amazing advances the payments industry has made as well as discuss "What's Next' in the digital commerce future. We spoke to James Anderson, executive vice president of digital payments at MasterCard, about digital wallets to tokenization to ...
LRTV Custom TV
Mastercard: 2 Billion Adults 'Trapped' in Cash Economy

3|21|17   |   03:51   |   (0) comments


Despite advances made in the last several years, two billion adults around the world are trapped in a cash economy and lack what we take for granted -- a safe way to receive, save and use money. Shamina Singh, executive vice president of sustainability and president of the Mastercard Center for Inclusive Growth, chats about how Mastercard is developing new ways to ...
LRTV Custom TV
Mastercard: Payment From Every Device

3|21|17   |   5:55   |   (0) comments


A world where everything and everyone is connected creates new points of interaction for commerce. These digital experiences cannot be developed in isolation and instead require an ecosystem to drive mass consumer and enterprise adoption and create better consumer engagement. Predicting when that growth will happen is difficult, but always keeping the end user in ...
LRTV Interviews
InterDigital's Role in the 5G, IoT Era

3|21|17   |   05:47   |   (0) comments


Alan Carlton, managing director and VP for Europe at InterDigital, talks about the company's role in 5G projects in Europe and the prospects for the company in the IoT market.
LRTV Interviews
Lessons Learned From Digital Transformation

3|21|17   |   05:51   |   (0) comments


Ravi Palepu, global head of Telco Solutions at Virtusa, talks about some key takeaways from telco digital transformation experiences during the past couple of years.
Women in Comms Introduction Videos
NetNumber's CMO Shares Her Diversity Do's

3|21|17   |   3:19   |   (2) comments


The telecom industry is transforming the world, and diversity plays a critical role in driving the innovation behind it. NetNumber CMO Kim Gibbons shares why diversity and being authentic is a do amidst all the don'ts women in comms often hear.
LRTV Custom TV
Software-Driven Architecture for 5G & IOT

3|20|17   |   1:56   |   (0) comments


We present Heavy Reading's Jim Hodges's report from Mobile World Congress -- where operators and vendors are working to bring a variety of technologies together to make virtualization a reality in the era of 5G and IoT.
Upcoming Live Events
May 15-17, 2017, Austin Convention Center, Austin, TX
May 15, 2017, Austin Convention Center - Austin, TX
June 6, 2017, The Joule Hotel, Dallas, TX
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
High-Band 5G: Let's Address the Range Question, Shall We?
Dan Jones, Mobile Editor, 3/21/2017
Eurobites: Italy First Pasta the Post for 5G
Paul Rainford, Assistant Editor, Europe, 3/17/2017
Eurobites: A1, Nokia Turn It Up to 11
Paul Rainford, Assistant Editor, Europe, 3/22/2017
5G Faces a Marathon, Not a Sprint
Iain Morris, News Editor, 3/17/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
TEOCO Founder and CEO Atul Jain talks to Light Reading Founder and CEO Steve Saunders about the challenges around cost control and service monetization in the mobile and IoT sectors.
At MWC 2017, Qualcomm's CTO Matt Grob talks to Light Reading's CEO and Founder Steve Saunders about the progress being made in the development of the technologies and standards that will underpin 5G.
Animals with Phones
Neither Do We Click Here
Is that a prerequisite?
Live Digital Audio

Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.