Verizon and AT&T had been hyping up their 5G network service since 2019. The said networks are supposed to boost the performance and speed of your connection even in busy places such as stadiums, airports, concerts, and more.
However, the coronavirus pandemic hit, and it forced people to stay at home. Now, the 5G network is not as appealing as it used to be.
Verizon and AT&T's 5G Dilemma
The U.S. wireless companies want customers to transfer to 5G networks to prevent them from switching to T-Mobile.
Both networks have offered promotional pricing earlier this year on 5G phones to entice new customers and retain the old ones. But when it comes to prices, T-Mobile is more enticing.
Not only is T-Mobile's services a lot cheaper than Verizon and AT&T, its download speed and 5G availability are also so much better, according to the 5G User Experience Report.
In May, Verizon announced that it is planning to create an expensive 5G plan once its promos are over.
The report had put pressure on both wireless companies to sell their services to consumers, making 5G a marketing challenge as the public emerges from the quarantine.
Enticing Consumers to Get 5G
Getting people to get excited about the 5G network could be challenging. A survey done by AJ.D Power last year found that only a quarter of wireless subscribers said they believed the 5G network is better than the 4G LTE service that they are using, and only 5% said that they are willing to switch to 5G.
Last year, Jeff McElfresh, the CEO of AT&T, stated that he tried to soften people's expectations around the 5G network. Much of the marketing about 5G has been about enterprise solutions.
A survey done by Deloitte Insights showed that most consumers do not understand the need to change to 5G yet.
In order to educate consumers about the network, Verizon produced a documentary on 5G titled "Speed of Thought."
The documentary showed examples focused on an enterprise like a robotic arm used by a physician and an AR helmet used by firefighters so they can see through the smoke. It also showed that cities using 5G-enabled technology have fewer cases of car collisions.
AT&T also said that 5G's potential is seen in business cases, especially in machines and equipment that are connected through internet-of-things technology, according to CNBC.
Both wireless companies plan to illustrate more specific use cases in the next couple of months to give consumers a better idea of the technology and convince them to upgrade.
In an outline of its 5G strategy, AT&T detailed several use cases, including AR technology for shopping and faster downloads of content at airports.
As for Verizon, the company is running numerous 5G-related TV ad spots with the help of celebrities like actress Kate McKinnon to promote the service.
The wireless company is also currently running a promotion that will give consumers $800 for a 5G phone in exchange for their old one.
The company also marketed the 5G network to gamers, with ads showed at Super Bowl earlier this year and a digital video released in May that illustrated what video gaming would look like with 5G.
Related Article: AT&T Claims Its 5G Network Reached 2 Gbps Speeds
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Written by Sophie Webster