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 .)
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, 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.
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, 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)
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