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Report :
Gigabit and beyond: pricing and positioning strategies

  • While residential gigabit access has been technically feasible for years, few service providers have included it in their portfolios. It seemed highly unlikely that the customers would be willing to pay for such speeds, let alone actually perceive a change ...

Bell Tells it Like it Is (in Chinese)

HKBN’s ad creativity is a big part of the success. This new one ads a new twist, but it’s just as funny and in your face as their previous endeavours:

Benoit Felten - July 26, 2010 - Archive, Resources advertising - citynet - fiber - fibre - fttp - graham bell - hkbn - hong-kong

Singapore NBN Video Advertising

IDA Singapore has many videos uploaded on Youtube, but this one, which is clearly the educational material regarding the NBN, is interesting. It's a short clip (45s), quite well produced (apart from maybe the cheapo music) and available both in

Benoit Felten - July 12, 2010 - Fiber, Opinions, Policy, Services advertising - ida - NBN - singapore - video - youtube

Awesome NZ Fiber Ad

This is an advert to raise awareness on the fiber initiatives in New Zealand. I love the concept!

Benoit Felten - March 5, 2010 - Non classé advertising - fiber - fibre - new zealand - vector

“Blows Cable Away”!

Seen from the shores of old Europe, US comparative advertising always seems incredibly unsubtle, but it’s also (I guess) incredibly efficient. I’ve put up a few adverts over the last few months of cable masquerading as fiber. The advertising response

Benoit Felten - October 16, 2009 - Archive, Resources advertising - cable - comparative advertising - fios - michael bay - us - verizon

[OT] Fixed Mobile Convergence Ads

Last year, when I was still working part of my time on enterprise mobility and fixed-mobile convergence, I tracked down this series of TV ads for Bouygues Telecom’s FMC solution called Business Synchro. The ads do a great job, in

Benoit Felten - October 15, 2009 - Archive, Resources advertising - b2b - benefits - bouygues telecom - business synchro - enterprise - fixed mobile convergence - fmc

Analysing a broadband ad

Uk_dp Virgin has a new ad for its 50Mb/s service, and it's all the buzz on the blogosphere, thanks in part to the fact that their ad agency apparently sollicited a number of bloggers directly to comment, including our very own

Benoit Felten - August 21, 2009 - Non classé advertising - broadband - ftth - high-speed - uk - virgin

Misleading Fiber Advertising by Cable Continues

The following video has recently started airing in the Netherlands. It's the last in a long line of cable adverts that use the word fiber as a differentiator even though cable is not fiber. It is also heavily inspired by

Benoit Felten - July 9, 2009 - Archive, Resources advertising - cable - fiber - ftth

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