& 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
A handy rundown of the myriad terms used to describe the challenging circumstances surrounding women in comms, many involving glass.
Making recruiters solely responsible for increasing diversity is not effective when there isn't internal buy in, Facebook's struggles to diversify show.
Virtual reality wasn't the only vomit-inducing feature of this year's CES. Booth babes and boys' clubs were still dominant, although there was progress afoot in Vegas.
Join Women in Comms and Intel 5G General Manager Caroline Chan tomorrow at noon EST for a live radio show chat on professional and technological risk taking.
In time for Internet of Things World, IoT World News profiles four women who are driving the technology behind IoT.
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 Interviews
Heavy Reading: The Web-Scale View

1|18|17   |     |   (0) comments


At Light Reading's 2020 Vision Executive Summit in Rome, Heavy Reading's former chief analyst Patrick Donegan shared insight from the recent web-scale operators report, which featured research on how web-scale operators view the market, the best web-scale companies to ...
LRTV Custom TV
Cisco's Cloud Scale Networking: Automation, Virtualization & Simplification

1|18|17   |     |   (0) comments


Cisco's Sanjeev Mervana outlines the latest innovations in networking technology at CES 2017 in Las Vegas.
LRTV Custom TV
ADVA Talks Innovation & the Future of Networking

1|17|17   |     |   (0) comments


Ray Le Maistre and Christoph Glingener, CTO of ADVA Optical Networking, discuss the current state of the industry, cooperation and collaboration, open innovation and the future of networking.
LRTV Custom TV
Cisco's Infinite Video Platform

1|17|17   |     |   (0) comments


Cisco's Infinite Video Platform allows service providers to deliver broadcast-quality video over IP networks. Infinite video supports many devices, from 4K TVs to tablets to game consoles. Join Cisco's Rajeev Raman for a brief tour and live demo.
LRTV Interviews
Masergy: Ability to Adapt Key for NFV

1|16|17   |   6:40   |   (0) comments


Speaking at Light Reading's 2020 Vision in Rome, Masergy's VP, Global Technology, Ray Watson, said agility is key to providing the mix and match NFV-based services that are driving business for the managed service provider today.
LRTV Interviews
Equinix: The Data Explosion

1|13|17   |   4:16   |   (0) comments


At Light Reading's 2020 Vision in Rome, Eric Schwartz, president of EMEA, Equinix, talked about how Equinix is helping its customers manage the influx of data today, and how it's preparing for a future filled with millions of connected IoT devices.
LRTV Interviews
Heavy Reading: The Changing Data Center Landscape

1|12|17   |   6:05   |   (1) comment


At Light Reading's 2020 Vision event in Rome, Heavy Reading's Senior Analyst Roz Roseboro talks about how virtualization is impacting data center evolution and how that evolution is affecting the relationship between service providers, data center operators and public cloud providers.
LRTV Interviews
Boingo: Prepping for Millions of Devices

1|12|17   |   5:07   |   (1) comment


At Light Reading's 2020 Vision in Rome, Boingo's CTO Derek Peterson discusses how wireless operators will address the needs of low-bandwidth and high-bandwidth apps at the same time, the need for more MHz, the impact of IoT and more.
LRTV Interviews
Comcast Shows Off Gig Gateway at CES

1|11|17   |     |   (1) comment


With its largest presence at CES in years, Comcast took the wraps off its long-awaited gigabit gateway and a new platform for managing the home WiFi network. Light Reading Senior Editor Mari Silbey sat down with EVP Chris Satchell to discuss the latest Comcast advance, and met with VP of Product Strategy and Development Andrea Peiro to walk through a demo of the ...
LRTV Interviews
Colt: End-to-End Key for 2017

1|10|17   |   6:21   |   (0) comments


At Light Reading's 2020 Vision Executive Summit in Rome, Nico Fischbach of Colt said having a multi-carrier, end-to-end service proposition is going to be key for 2017 -- and SD-WAN is instrumental in making it happen.
From the Founder
Cisco's Clemson on Mobile Cloud Video

1|9|17   |     |   (1) comment


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. "If you think about where we're going… whether it's a mobile application, or a video ...
LRTV Custom TV
VMware Telco NFV Solutions – Preparing for 5G & IOT

1|9|17   |     |   (0) comments


Shekar Ayyar, EVP & Corporate Strategy/General Manager of Telco for VMware, discusses VMware's Telco NFV solutions role and foundation for the Imminent Arrival of 5G & IOT.
Upcoming Live Events
March 21-22, 2017, The Curtis Hotel, Denver, CO
May 15-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
Hot Topics
A Women in Comms Glossary
Sarah Thomas, Director, Women in Comms, 1/18/2017
Is Cable One Beefing Up for Slaughter?
Alan Breznick, Cable/Video Practice Leader, Light Reading, 1/20/2017
Next Plugfest Gets G.fast Closer to Market
Brian Santo, Senior editor, Test & Measurement / Components, Light Reading, 1/13/2017
TV's Paradox: No HDR Without 4K
Mari Silbey, Senior Editor, Cable/Video, 1/17/2017
Nokia CTO: 2017 Is the Year 5G Gets in the Field
Dan Jones, Mobile Editor, 1/19/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Light Reading founder and CEO Steve Saunders chats with Sportlogiq CEO Craig Buntin about sports data analysis.
Eyal Waldman, CEO of Mellanox Technologies, speaks to Steve Saunders, CEO of Light Reading, for an exclusive interview about the 100 GB cable challenge, cybersecurity and much more.
Animals with Phones
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.