Wireless loves advertising; the industry ranks third in terms of total ad dollars spent, behind the automotive and financial services industries. And while most of the wireless industry’s commercials are entertaining, some drive me (and you too I bet) crazy.
For example, Cingular Wireless L.L.C. claims to offer the nation’s largest digital voice and data network. Since the carrier only has 16 UMTS markets up and running, I question the accuracy of the ad; Verizon Wireless has launched 3G services for data applications in way more cities. Evidently, Cingular bases its claim on its EDGE network coverage. Heck, Cingular could have laid stake to that claim for years just by counting its previously owned data-only Mobitex network.
But lest anyone think Cingular is the only one playing word games, take a look at Verizon Wireless, which claims it offers the “nation’s most reliable network.” Who is doing the testing? Why, Verizon Wireless’ own employees, of course. While I don’t think they are intentionally lying here, different carriers tend to win this contest depending on the region when the tests are conducted by a third party. (To be fair, Verizon did just come out on top in Vocal Labs’ customer service test.)
Not to be outdone by the nationwide carriers, Alltel Corp. says it owns the nation’s largest network-true in terms of square miles, but deceptive wording nevertheless.
The worst ad, however, is IBM Corp.’s talking boxes commercial. IBM’s Help Desk TV ad campaign is pretty funny and informative. But the ad introducing RFID technology to the masses does a disservice to an industry just starting to develop.
The ad begins with two truck drivers wrongly headed for Albuquerque instead of Fresno. A woman staffing the IBM Help Desk-situated in the middle of a deserted highway-tells the truck driver he is lost. How does she know? The boxes, which include RFID tags to track the cargo, told her.
A bit of a stretch perhaps? RFID technology generally is used for short-range communications to aid in tracking inventory. Think pallets of laundry detergent entering a warehouse. In the IBM TV ad, the Help Desk is likely tracking the RFID boxes using GPS, unless there is a magic toll booth housing an RFID reader that we don’t see in the picture.
Today some people are fighting RFID technology even as (or precisely because) Wal-Mart and other retailers are requiring their suppliers to use it. RFID opponents believe the technology is the ultimate Big Brother. As such, an ad that shows RFID on steroids likely isn’t doing anything to allay those concerns.
