To The Editor:
With the advent of increased competition resulting from the Telecommunications Act of 1996 came a proliferation of wireless advertisements and marketing materials, not only from the incumbent cellular carriers but also from new personal communications services and enhanced specialized mobile radio services entrants launching new markets with much fanfare and bravado. However, some of these ads included complicated programs, sexy claims and zippy tag lines that confused, rather than informed, consumers. When this occurred, consumer dissatisfaction, suspicion and rancor often resulted.
I acknowledge that wireless providers need creative ad campaigns, themes and slogans to garner attention to the many valuable services they provide. Yet, related disclaimer text for these campaigns is sometimes longer than the ads themselves, and may do little to correct the misimpressions inherent in complicated offers and associated ad verbiage.
Wireless providers spend millions of dollars each year promoting their products and services, but few successfully track the significant expenditures associated with the product returns, service credits and consumer complaints (some of which result in litigation or formal inquiries by consumer protection agencies, the FCC’s wireless bureau, district attorneys and even the Better Business Bureau) resulting from confusing and incomplete offers and claims.
Are consumers likely to react favorably to claims that uninterrupted coverage is available after they learn that calls will be dropped if they ever vary their route? What if a carrier provides superior voice quality but coverage is unavailable in densely populated areas in which consumers live and work? Do consumers really value free airtime if it must be used between midnight and 4 a.m.?
If wireless providers are to become and remain profitable in an extremely competitive environment, they must reach significantly higher market penetration levels than ever before. Wireless providers who “stop the insanity” and develop unique offerings of high value to consumers, and who communicate them by using clear, straightforward statements that accurately and creatively describe coverage, pricing plans, equipment and related features, will have an obvious competitive advantage. While a particular offer may pose complex operational challenges, providers effectively can meet these challenges without burdening consumers with superfluous administrative details necessitating a broader litany of disclaimer minutia.
Given the talent, intellect and resources available to the wireless industry, it is well poised to introduce, communicate and generate consumer excitement for a myriad of important new offerings designed to streamline and enhance the lives of millions of Americans. However, it will serve the industry well to remember the need to “keep it simple” in designing new offerings and communicating them to the public.
Roni D. Jackson
Jackson Downes L.L.P.
