Displaying items by tag: Marketing
US telecommunications behemoth AT&T has been roundly criticized by its rival operators in the United States who have described its 5G marketing as ‘overhyped’ and ‘misleading’.
US operator Verizon has urged those within the industry to resist the temptation to overhype and subsequently under-deliver on the promise of next-generation technology. In a statement released by Verizon, it’s CTO, Kyle Malady pointed out that whilst new technologies including AI, virtual reality and Internet of Things would all be underpinned by 5G, he stressed the importance of being realistic in terms of what operators can actually deliver in relation to the revolutionary technology.
AT&T launched a mobile 5G service towards the end of 2018, and claimed that it was offering the service to select businesses and consumers in 12 US cities via a mobile hotspot device provided by Netgear. The network operator has adopted an ambitious approach to 5G and was also pushing its 5G Evolution program which promised users speeds faster than your standard LTE.
In addition to this, it was also disclosed in a previous statement by AT&T that Android devices from the operator will display a 5G E logo pop-up on the home screen which would indicate they have connected to AT&T’s 5G evolution experience.
However, critics have claimed that the service provided by AT&T should not be considered as a 5G network offering. Verizon’s CTO said, “If network providers, equipment manufacturers, handset makers, app developers and others in the wireless ecosystem engage in behaviour designed to purposefully confuse consumers, public officials and the investment community about what 5G really is, we risk alienating the very people we want most to join in developing and harnessing this exciting new technology.”
Although not mentioned by name, Verizon’s comments appear to be directed at its main rival AT&T.
Verizon is still preparing for its mobile 5G launch after deploying a fixed wireless access service in October 2018.
In another apparent swipe at AT&T’s Android device move, Malady also cautioned on the industry to only commit to labelling something 5G if new device hardware is connecting the network using new radio technology to deliver new capabilities.
The CTO added, “Verizon is making this commitment today: we won’t take an old phone and just change the software to turn the 4 in the status bar into a 5.”
Also turning up the heat was T-Mobile US, which didn’t pass up the opportunity to seemingly mock AT&T on Twitter, while making the same point as Verizon. “Didn’t realise it was this easy, brb updating,” the operator said on its official Twitter account, with the message accompanied by a video of someone taping a 9G sticker on a smartphone.
Chinese telecommunications conglomerate ZTE has increased its market share in the US smartphone industry. Analysts have suggested that its success is down to a combination of aggressive marketing and its manufacturing of cheap and affordable devices.
Research from Counterpoint Technology has indicated that the Chinese firm has enjoyed a rise of 36% in the shipment of its smartphones to the US. ZTE sold 4.8 million units in the second quarter of this year. However, the launch of another big-screen, budget-friendly smartphone in the US is estimated to bring more success for the Chinese vendor.
ZTE is already the fourth largest smartphone vendor in the US, and is increasing the pressure on its rivals which include LG, Samsung and Apple. ZTE has formally announced that it will launch the Blade Z Max after it agreed to enter a partnership with Metro-PCS. It has been disclosed that the new device will retail at $129, which is the same price point as the ZTE Max XL.
ZTE strategy is quite clear, and it is also evident that it is proving to be a very successful one. CEO of ZTE’s mobile devices, Lixin Cheng said the firm’s latest device focuses on high-end specifications at an affordable price in order to make it available for the masses.
ZTE’s new device does boast a number of premium features, which include a six-inch full HD IPS LCD display with a scratch resistant screen. When compared with its much more expensive counterparts such as the iPhone 7 and the OnePlus 5, it has many of the same features and capabilities as those devices. The Blaze Z Max has dual rear cameras at 16 megapixels.
It has been announced that Metro-PCS will begin taking pre-orders for the Blade Z Max online, whilst it will also be available in some selected Metro-PCS stores from August 28th. In addition to being the fourth-largest smartphone vendor in the US, ZTE has also established itself as the second-largest vendor in the no-contract market sector.
The encouraging latest figures released show that ZTE’s US strategy is having the desired effect, and with this latest device launch, which is expected to be a massive success, the future looks bright for the Chinese conglomerate as its aims to accelerate its growth in the US market in 2018.