Six months after AT&T’s deal to buy T-Mobile USA collapsed, T-Mobile’s TV ads are going back on the attack against a favorite target: AT&T Inc.
Philipp Humm, the CEO of T-Mobile, showed off a new ad Tuesday featuring a hapless man on a motorcycle, cruising on a desert road as a woman on another motorcycle blows past him. The voiceover explains that the man represents an iPhone 4S on AT&T’s network, and the woman is T-Mobile’s 4G network.
The ad recalls other attack ads T-Mobile showed a year and a half ago. They likened the iPhone to a young man, carrying on his back a frumpy middle-aged man who represented AT&T’s data network. The message: AT&T’s network slows down the iPhone.
Those ads disappeared last spring when AT&T offered to buy T-Mobile for $39 billion. That deal collapsed in December after regulators opposed it on grounds that No. 2 carrier AT&T buying No. 4 T-Mobile would reduce competition.
Between the announcement of the deal and its collapse, T-Mobile was in limbo. That hurt the company’s brand, and it’s now looking at “relaunching” it, Humm told attendees at CTIA Wireless, the U.S. cellphone industry’s annual trade show, which kicked off Tuesday in New Orleans.
Ralph de la Vega, the head of AT&T’s wireless division, was on hand at the same event to give his opinion about the ads.
“It’s comparing a phone to a network,” de la Vega said. “Everyone gets that, right?”
The iPhone 4S can’t use AT&T latest wireless data network, which uses so-called “LTE” technology. Nor could it utilize the top speeds on T-Mobile’s network, even if it were available for T-Mobile subscribers.
“That’s why this industry has a bad rap, we take the truth and we stretch it,” de la Vega said.
Sprint Nextel Corp. CEO Dan Hesse, on the same panel discussion, chided both AT&T and T-Mobile for their advertising, saying some in the industry have “taken creative license around the use of the digit ‘4’.” Both AT&T and T-Mobile have networks that are considered “3G,” or “third-generation,” in industry jargon, but started advertising them as “4G” when they upgraded the speeds.
Hesse argued that the wireless industry’s “Achilles’ heel” is the low trust people put in it, and the confusion around the network branding doesn’t help.
T-Mobile subscribers could get a chance to test the claims of the motorcycle ad later this year, as T-Mobile rejiggers its network. That will, for the first time, make the iPhone compatible with T-Mobile’s “4G” network. Even if T-Mobile doesn’t sell the phone, used iPhones could be brought over from other carriers.
TikTok Creators Left In Limbo As Supreme Court Considers Potential Platform Ban
Will TikTok be banned this month?
That's the pressing question keeping creators and small business owners in anxious limbo as they await a decision that could upend their livelihoods. The fate of the popular app will be decided by the Supreme Court, which will hear arguments on Jan. 10 over a law requiring TikTok to break ties with its Chinese-based parent company, ByteDance, or face a U.S. ban.
At the heart of the case is whether the law violates the First Amendment with TikTok and its creator allies arguing that it does. The U.S. government, which sees the platform as a national security risk, says it does not.
For creators, the TikTok doomsday scenarios are nothing new since President-elect Donald Trump first tried to ban the platform through executive order during his first term. But despite Trump's recent statements indicating he now wants TikTok to stick around, the prospect of a ban has never been as immediate as it is now with the Supreme Court serving as the final arbiter.
If the government prevails as it did in a lower court, TikTok says it would shut down its U.S. platform by Jan. 19, leaving creators scrambling to redefine their futures.
"A lot of my other creative friends, we're all like freaking out. But I'm staying calm," said Gillian Johnson, who benefited financially from TikTok's live feature and rewards program, which helped creators generate higher revenue potential by posting high-quality original content. The 22-year-old filmmaker and recent college graduate uses her TikTok earnings to help fund her equipment for projects such as camera lens and editing software for her short films "Gambit" and "Awaken! My Neighbor."
Johnson said the idea of TikTok going away is "hard to accept."
Many creators... Read More