Spreading the word

Telecom carriers traditionally have been among the nation’s biggest advertisers. Through the years, those advertisements have educated us about rate plans, weekend calling, in-network calling, call quality and the joys of texting. They’ve also introduced us to some pretty cool phones.
The advertisements playing on TV today are similar: AT&T Mobility is focusing on its lack of dropped calls; T-Mobile USA is promoting its MyFaves program; Sprint Nextel just came out with some new work touting its network that operates at the speed of light; and Verizon Wireless is touting handsets on sale and, not surprisingly, its network. Some of the ads are funny, but none break free from the traditional value that carriers promote: the network, the service plans and the devices.
Seth Cummings, a former VP with Amp’d Mobile, put it this way in a recent RCR Wireless News story: “Carriers and their ad agencies seem to struggle with how to position and market content, always leaning back in the safety zone of rate plans, network quality, coverage and handsets.”
It’s time to show U.S. consumers what their devices and services can do. While a number of handsets are capable of capturing video today, do you know anyone who regularly uses this feature? Photographs taken with cameraphones are usually shared via the phone’s screen, not by sending the pictures wirelessly. Gaming has yet to realize its full potential. Location-based services can offer some amazing services to consumers. and the list goes on.
A recent survey from the Mobile Entertainment Forum found that people rated mobile TV highest in consumer satisfaction (among U.S. wireless data services) but that it was the least-known app. A survey from Compete Inc. said people are increasingly interested in mobile video.
The status quo on advertising wireless services and devices is no longer acceptable: If data revenues are going to increase, people need to be made aware of all the fun and productive things they can do with their cellphones. And the timing is ripe: Nokia is reintroducing the N-Gage, Sony Ericsson has ambitious worldwide goals, and carriers and device manufacturers are rushing to introduce innovative handsets before Apple’s iPhone gains too much traction.
Let’s hope the marketing is as creative as the upcoming devices and services promise to be.