Industry Analyst Jeff Kagan: Verizon XLTE is Marketing Campaign Like Droid
May 31, 2014 --
Atlanta, GA (PRWEB) May 31, 2014
Verizon has given a new name to their LTE service. They call it Verizon XLTE, says the Los Angeles Times, May 19.
Industry analyst Jeff Kagan offers comment.
Verizon created a new brand marketing campaign called XLTE around their LTE service. This is similar to what they did with their Droid, which is their version of the popular Google Android smartphone system. Says Wireless Analyst Jeff Kagan.
The Verizon XLTE has been advertised in the last few weeks, and I expect that to be the key to this years ad campaign. In case you are wondering what Verizon XLTE is, the explanation is simple. Asks Principal analyst Kagan.
This new XLTE is another brand under the Verizon umbrella. The next question is simple. Is it any different from what AT&T Mobility, Sprint, T-Mobile and others offer? Says Kagan.
Both Verizon and Verizon Wireless like to compete on the brand. They have done a good job of building their brands over the last decade.
However there does not seem to be anything different from the marketplace. My initial evaluation says is there is no real difference between what Verizon XLTE offers and any of the other majors. Says Kagan.
I think the reason Verizon is doing this is to recover from capacity problems over the last year. Verizon customers got a punch in the nose over the last year with speed and capacity problems. Verizon has been working hard to remedy this problem. Now that they are making progress, they have decided to give the effort a name. They now call it Verizon XLTE. Says Tech analyst Kagan.
Verizon Wireless has done this before. Google Android is one of the most successful smartphone platforms. Verizon Wireless sells Google Android along with every other wireless network.
However Verizon Wireless wanted to create their own brand in that space. Thats why Verizon Wireless created the Droid branded service. Droid is simply the Verizon version of Google Android.
So since Verizon Wireless has been successful at the brand marketing game, they decided to wave their magic wand and create another Verizon brand called XLTE. There is nothing wrong with this. In fact it is a successful way for Verizon Wireless to separate themselves from the wireless competitors. And it has worked over time. Says Technology analyst Kagan.
However just because this is a successful way to market, does not mean there is any real difference or advantage for Verizon. Its all simply about marketing and differentiation. Says Kagan.
About Jeff Kagan
Jeff Kagan is a Technology Industry Analyst, consultant and columnist. He is regularly quoted by the media and shares his opinion in many ways over 25 years.
He offers comment to reporters and journalists on wireless, telecom, Internet, cable television, IPTV and other tech news stories.
Kagan is also known as a Tech Analyst, Wireless Analyst, Telecom Analyst and Principal Analyst.
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