Your Wireless is Unfair

What?

This is the claim in an entertaining TV commercial launched in January. Throughout the ad, the name of the sponsor is never mentioned.  It is very funny and somewhat sarcastic. (Somewhat?) If you have not seen this, and would like a laugh, take a minute and watch it on YouTube .

This ad is using the same type of approach that Kodak used to market its printer on the basis of printer ink being much too expensive, then Lexmark followed the same path.

Who paid for this unique TV commercial?  Cox Communications Inc., which planned to start selling its new wireless telephone service in parts of Virginia, Nebraska and California in March.

The cable company’s ads, running on most of its cable television networks, provide no specifics about Cox’s wireless service plans, pricing or phones.  They focus instead on the service provided by competing wireless companies and the aspects of that service, which Cox deems “unfair” to consumers.

The cable company, based in Atlanta, has said it will offer the service in partnership with wireless carrier Sprint Nextel Corp. and use Sprint’s nationwide network, though it will sell equipment and plans under the Cox brand.

More on the Cox ad

ATLANTA, Jan. 13, 2010, PRNewswire

– A new, “Unbelievably Fair” wireless service is coming to Cox communities, reveals Cox’s cuddly little mascots. An ad began in January in Hampton Roads, Va.; Omaha, Neb.; and Orange County, Calif. featuring genuine consumer reactions to the outrageous, but all too common offers, made by incumbent wireless providers. Cox’s advertising agency (Doner, Southfield, Mich.) created a faux wireless service provider, “Your Wireless,” at a mall kiosk and spoke plainly about the “gotchas” included in the wireless plans to which most consumers subscribe.

“You’re going to charge me for not using all of my minutes?” “That’s pretty unfair” and “That’s horribly unfair” were among the humorous consumer reactions in this ad

Is There a Method in Cell Phone Madness?

The ads bring to light the unfairness of many of today’s wireless plans in which consumers pay for all of the minutes in their plan, regardless of whether they actually use them. The mall shoppers frown, gasp and give looks to kill when presented with the opportunity to buy these currently available plans. A recent article in The New York Times titled “Is There a Method in Cellphone Madness?” addressed these same issues in its exploration of the psychology and economics behind today’s wireless plans.

“Our research found that value and transparency are very important to consumers when choosing a wireless service plan, but they are not finding these qualities in the wireless plans offered today,” said Stephen Bye, vice president of wireless. “Total loss of unused minutes as well as unforeseen overage charges on bills are just two examples of what our customers have told us is just unfair.”

Cox has also launched a new website at www.unbelievablyfair.com. Consumers are encouraged to register at www.unbelievablyfair.com to be among the first to learn more about Cox’s wireless services.

What do you think:  Is this type of marketing successful?  Do you feel most wireless plans are unfair? Tell our readers what you would like to change about your wireless service by posting your comment below.