Comcast has clearly moved beyond its previous strategy of dismissing fixed wireless access (FWA) home internet as a competitive threat.
A new TV ad produced by Comcast’s ad agency, Goodby, Silverstein & Partners, features a family of four in group therapy. The family laments how their T-Mobile FWA home internet service doesn't have enough broadband during the day, forcing them into a “nocturnal” lifestyle pattern … thus turning them into ”vampires.”
You can now see the commercial via iSpot.tv here.
Comcast has also debuted a new landing page in which it describes FWA as not performing well amid storms, or near cars or tall buildings. The page also says that T-Mobile “plays favorites,” prioritizing network resources to unlimited wireless customers.
“We’ve seen the spot, and we’re flattered,” Mike Katz, T-Mobile’s chief marketing officer, said in a statement provided to Light Reading, which first reported on the Comcast campaign. “Because of Comcast, millions more people now know they can get home broadband from T-Mobile. And millions across the country can finally drop Big Internet — just like half of our current customers who left Big Cable to join T-Mobile.”
On Monday, Comcast also announced free speed increases impacting over 20 million of its more than 32 million broadband subscribers.
Comcast experienced flat broadband subscriber growth in the second quarter as T-Mobile reported 560,000 FWA subscriber additions. ▪️
