Instead Of Suing Each Other Over Who Can Claim 'Most Reliable' Why Not Invest In Making A More Reliable Network?
from the wasting-money dept
Ah, for the love of puffery. A few years ago, we were among those who noticed that pretty much every mobile operator in the US had commercials making some sort of claim about how they were the "best" network out there, whether it was "most reliable," "most powerful," or "fewest dropped calls." The whole thing is a joke and I doubt anyone takes those sorts of claims very seriously. But soon afterwards, the lawyers got involved, and lawsuits were filed over who could claim what about their networks in commercials. Even the Better Business Bureau felt the need to weigh in.Now, it looks like a similar battle is playing out up north. Rob Hyndman points us to the news that there are a series of lawsuits in Canada over similar claims concerning broadband internet access, with one company being upset that another company has commercials claiming to have the "fastest and most reliable" broadband offering.
Here's an idea: rather than wasting money suing each other over these sorts of claims, why not invest some money into actually improving the network?
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Filed Under: advertising, isp, lawsuits, networks, reliability
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Truth
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Re: Truth
techies tend to erroneously think that merit magically wins over marketing. this is why companies which donate $10m will then spend $90m advertising the fact that they donated $10m.
remember, when it comes to merit vs marketing, google is the exception... not the rule.
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Re: Re: Truth
5. Attitude is no substitute for competence.
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Re: Re: Truth
that may be, but in the world of consumer technology, most consumers will take the recommendation of a techie over the claims in a commercial. techies tend to recommend stuff they don't have to provide support for, i.e. unreliable services.
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really? i know my pals and coworkers take my advice/recommendations over any ad and will have their pals or relatives call me on tech advice/purchasing.
then again, there are lot of people who think they are techies but really have no F*&*ing clue about anything technology.
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Yet those who do have a techie mate tend to trust the techie's advice on things that the techie really only has an OPINION on and no true expertise. And many techies like to offer advice outside their area of true knowledge.
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I see your mistake
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Re: I see your mistake
They've been telling lies so long
Some believe they're true
So they close their eyes to things
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Because they are better ?
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I know why
So I think what they have decided is that instead of spending all that money on making their network the best the money would be better spent in getting a legal blessing (ie lawsuit) saying they are the best and that no one else, no matter how much better their network might be, can claim that title.
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Reality
Oh, for Chrissakes - Mike, where do you get these silly ideas?
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Re: Reality
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Now I'm going to sue all the other networks for deceptive advertisements. I think about 1 million dollars per dropped call more they have than me will suffice.
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I completely agree with the argument that these businesses need to shut up and just improve the quality of their service, but I don't think that will ever negate the need for pure marketing.
While the techies and folks who do the real work, are out working - the suits behind desks in the Sales Dept. just think up new schemes to sell their product, regardless of whether it's true or not.
As the old saying goes, why let facts get in the way of a good story.
To put it simply, if Verizon and AT&T's network were near identical in performance and scope - I can pretty much guarantee there would still be a war of the words over whose is better.
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Give me gigabit already, jerks. I want a fiber tail!
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Missing the point
These lawsuits have very little to do with merit at all. This is about advertising. The commercials are expensive to produce, expensive to air, and have many associated costs every time it shows. But it costs you nothing if your commercial is shown on CNN or network news. It costs you nothing if a blog links to a YouTube video of your commercial. It costs you nothing to have the 'public' hold an 'informed' conversation on the merits of your product.
The art of the press release and the lawsuit go hand in hand. If a lawsuit is accompanied by a press release, it often is a part of a greater marketing strategy. It's also fairly cost effective, especially when you consider the company already funds a litigation team. A few filing fees, and WHAM you’ve got a million dollar ad campaign handed to you. Gratis. Free.
Even better, in mass market media, the conflict is the story. Almost no one runs follow up stories when the lawsuit settles... so win, lose, draw, it cost you some lawyer time you were already paying for. What did you get in response? If you're lucky, a full news cycle of running your commercial for free and people genuinely discussing your product. If you’re unlucky, no one cares. The subliminal impression is the company filing has been wronged (reinforcing the key message), and the competitor is a liar (reducing the power of their ad buy).
In their defense, it’s free, largely high quality word of mouth advertising. It also reduces the perceived quality of their competitors, while improving the perception of their own. When name recognition is often the most important factor in a buying decision, a few repetitions may be the difference between a new customer. Investing in the network on the other hand costs a fortune, and doesn't yield significant improvements in customer base… because more often than not it's not about offering the best product... it's about generating the best buzz.
And… the best reason of all… they do it because it works.
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Re: Missing the point
I roll my eyes every time the mainstream media brings out the body language experts. Then again, I don't really watch mainstream media very much.
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Thank goodness for LTE
(Not that it will make any difference, but it's nice to hope & dream a bit).
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re
Its only purpose is to steal from the non-wealthy. It does not contribute to societal progress, it thwarts it. Yet after 30 years of this BS, we still believe in it.
Astonishing.
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But... But...
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