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T-Mobile and Comcast’s market jousting underlines utility of consumer broadband labels

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Theo West
T-Mobile and Comcast’s market jousting underlines utility of consumer broadband labels


Europe Mobile Broadband Market: Even before the Un-carrier chose to spend an entire day driving around Comcast's Philadelphia headquarters in a billboard truck, criticizing recent price increases to the cable operator's home internet service, T-Mobile US's most recent campaign, "Make Xfinity Your Ex," was destined to make headlines.


The campaign not only sees the already-hot competition between cable operators' established home internet services and US wireless carriers' 5G FWA offerings continue to heat up, but it also shows T-Mobile doing one of the things the company does so well: positioning itself as a market disruptor while gleefully thumbing its nose at an incumbent.


However, the recent campaign of highly targeted advertising and promotional activity from T-Mobile and Comcast also offers an intriguing case study of how the upcoming broadband labels from the US Federal Communications Commission (FCC) could prove beneficial to consumers forced to sift through a sea of numbers and fine print when determining which residential broadband service will suit their needs and stay within their budgets.


Comcast and T-Mobile alternately highlight consumer concerns.


The 400Mbps tier of Comcast's internet service will only see a price rise in December 2022, which is a popular choice for people who simply need enough internet for dependable streaming and browsing during busy nighttime hours. There will also be an increase in the modem rental charge. The hikes coincide with two areas of consumer dissatisfaction: people paying lower prices frequently receive significantly less value for their money, and increases to line items outside of the basic service cost pose a risk of letting internet bills run uncontrolled.


Although T-Mobile specifically targeted Comcast with its newest offering, users migrating from any internet service provider are also eligible for the program's up to $750 in early termination fee reduction. Also, Comcast hasn't been the only company to raise costs recently. Yet, the specifics of Comcast's hike allowed T-Mobile the chance to emphasize and solve typical consumer complaints, a key component of T-marketing Mobile's concept.

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Theo West
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