Show off a little

When is the wireless industry, collectively and individually, going to start showing off a little?
The networks are being built. The devices will take care of themselves (there is nothing like a little competition from an outsider to spark a little creativity in device options). The content is available. The marketing . oh wait.
The telecom industry is one of the largest advertisers in the United States, if not the world. But today’s branding largely focuses on voice quality, handsets and pricing. These are important pieces of the wireless experience, but for the most part, blah, blah, blah.
It’s time to showcase the “amazingness” of wireless. Where are Verizon Wireless’ navigational promotions? I was totally impressed with the Garmin ads that ran over the holiday season. The advertising, sung to a Christmas tune, conveyed a simple message that a navigation device is a nice safety feature. Do people know they can get that app on their handset?
Do people know AT&T Mobility is more than the iPhone? What about its MEedia Net offerings? Will the carrier brag about its MediaFLO TV launch once that takes place?
T-Mobile USA is getting pretty innovative with its Wi-Fi/cellular combination, but I’ve yet to see a witty ad piece touting it. Sprint Nextel talks about the speed of business, but Sprint also offers some of the most advanced content applications in the market.
The cellphone industry complains about the slow takeup of data applications, but does very little to promote the applications it already has available. And there are some really cool apps out there today.
A study from QuickPlay Media found that 47% of consumers don’t know whether their carrier offers mobile TV or video. Similar studies have been done about camera-phone use (you know the drill: people take pictures with their cellphones, but the main way they share those pics is by showing someone the photo on the phone).
Pricing continues to be a legitimate concern, especially for families who have been through the horrors of text overage charges and too many ringtone downloads.
But consumers are always willing to shell out money for things they value, or perceive they will value.
Someone just needs to show them what those things are.