Telstra today warned consumers to be aware of mobile broadband networks that fail to meet their expectations.
According to the company, inferior competitor mobile networks have fewer transmission towers, forcing these telcos to operate in less optimal radio frequencies which in turn, results to slower speeds.
Telstra’s Brands and Marketing Communications Executive Director, Amanda Johnston-Pell said, “Telstra’s research shows some consumers are disillusioned after buying other companies’ 3G services, not realising they revert to 2G in large tracts of Australia, or that their existing 3G device is not compatible across their operator’s entire footprint. This means some consumers are paying for 3G services that are available only in part of their provider’s network footprints and at speeds that are much slower than they wish for, leading them to feel short-changed by their provider.”
To increase consumer awareness, Telstra will be airing new advertisements that feature a series of scenarios – for instance using Whereis navigator in the car, and watching cricket while on a camping trip – in which consumers discover that in some places competitors’ 3G services are either unreliable, slow or unavailable.
“This series of advertisements is designed to highlight that Telstra’s Next G network provides more than six times the coverage area of its nearest 3G competitor, offering a service that is truly 3G across the entirety of the coverage footprint – not sometimes 2G,” added Johnston-Pell.
The ads will finish with a new Telstra tag line: ‘If your network’s letting you down, try the network that works better in more places -Telstra Next G.’
The 30 and 45 second-long advertisements will first appear on television screens across Australia during the Rugby League World Cup final on Saturday 22 November 2008. They will also appear in Australian cinemas, outdoor advertising, online, print and at points-of-sale.
See: www.telstra.com.au
