This question hit my inbox a few minutes ago:
Hello IT Nerd. Nobody I know is really being swayed by the ads that Telus, Bell and Rogers have put online, on radio and in newspapers. So I would like to ask what do you think that they have to do to actually change the minds of Canadians about Verizon?
Thanks for the question. As far as I can tell, the ads that are out right now have two themes to them:
- One message is that a big American telco is coming in and that’s bad. In a backward sort of way, they’re asking Canadians to be patriotic. The problem with this is that I believe that consumers aren’t afraid of a big American telco because they believe that will create competition in the wireless space.
- The other message is the Canadian government isn’t listening to the telecom industry. The problem with this is that both the Industry Minister and the Prime Minister have both said that they have listened and they aren’t changing their minds.
So, instead of creating a pair of points for the big three telcos to force the government to change their minds, it’s given Canadian cell phone users a reason to complain about the big three. And keep in mind that the big three telcos aren’t on the Christmas card lists of many Canadians. Thus this strategy was likely doomed to fail from the start.
So, how do they change this? If they asked me for advice, here’s what I would tell them. The big three need to say that they’re sorry for not providing the best service at competitive prices. And by competitive, I mean competitive with the rest of the planet. Granted, they are making moves in that direction by making their rates competitive with the US. But they need to do more, and they should do this for existing customers first. Now this is something that you can bet that the guys in the corner offices of these three telcos are going to be unwilling to do. But they have to face the fact that the cat is out of the bag about how uncompetitive they’ve been relative to other countries. Unless they deal with that straight up, they are not going to make friends and influence people. I believe that if they do that, they have a chance of turning this around.
Oh, they have to do that right now as time is running out for them. The deadline for parties that are interested in the spectrum auction to put down their deposits is September 17th. If they let this go past this date, then they might as well forget about winning hearts and minds.
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This entry was posted on August 27, 2013 at 2:21 pm and is filed under Commentary with tags Canada, wireless. You can follow any responses to this entry through the RSS 2.0 feed.
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Hey IT Nerd! How Do The Big 3 Telcos Gain The Support Of Canadians?
This question hit my inbox a few minutes ago:
Hello IT Nerd. Nobody I know is really being swayed by the ads that Telus, Bell and Rogers have put online, on radio and in newspapers. So I would like to ask what do you think that they have to do to actually change the minds of Canadians about Verizon?
Thanks for the question. As far as I can tell, the ads that are out right now have two themes to them:
So, instead of creating a pair of points for the big three telcos to force the government to change their minds, it’s given Canadian cell phone users a reason to complain about the big three. And keep in mind that the big three telcos aren’t on the Christmas card lists of many Canadians. Thus this strategy was likely doomed to fail from the start.
So, how do they change this? If they asked me for advice, here’s what I would tell them. The big three need to say that they’re sorry for not providing the best service at competitive prices. And by competitive, I mean competitive with the rest of the planet. Granted, they are making moves in that direction by making their rates competitive with the US. But they need to do more, and they should do this for existing customers first. Now this is something that you can bet that the guys in the corner offices of these three telcos are going to be unwilling to do. But they have to face the fact that the cat is out of the bag about how uncompetitive they’ve been relative to other countries. Unless they deal with that straight up, they are not going to make friends and influence people. I believe that if they do that, they have a chance of turning this around.
Oh, they have to do that right now as time is running out for them. The deadline for parties that are interested in the spectrum auction to put down their deposits is September 17th. If they let this go past this date, then they might as well forget about winning hearts and minds.
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This entry was posted on August 27, 2013 at 2:21 pm and is filed under Commentary with tags Canada, wireless. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.