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Telstra warns consumers: beware of mobile networks not living up to expectation
Telstra today warned consumers to be aware of mobile broadband networks that fail to meet consumer expectations.
The warning came as Telstra launched a new advertising campaign highlighting how some consumers suffer when they use inferior competitor mobile networks which have fewer transmission towers, deliver slower speeds and operate using less optimal radio frequencies.
"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," Ms Amanda Johnston-Pell, Executive Director, Brands & Marketing Communications, said today.
"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.
"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," Ms Johnston-Pell said.
The new advertisements, which will air over the coming months, 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.
They 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.
The advertisements were written by BWM's Strephyn Mappin and Executive Creative Director, Rob Belgiovane. They were directed by John Curran, known for his recent feature film The Painted Veil.
Telstra's Next G™ network -
- Delivers service from more than 6,500 base station sites, almost twice the number of 3G towers provided by the next largest provider (1).
- Operates using the superior 850MHz spectrum across the full network footprint, providing wider coverage and deeper penetration inside more buildings, car parks, tunnels and lifts.
- Will be upgraded to peak network downlink speeds of 21Mbps from end of 2008, with plans for 42Mbps during 2009.
(1) Based on registrations entered on the Radio Frequency National Site Archive
Reference Number: 315/2008
