Cox Communications yesterday unveiled its teaser ad campaign for its wireless offering under the tagline "Unbelievably fair," giving the market a hint of its strategy even as it stayed mum on pricing details. The company plans to officially launch its wireless service in March.
The MSO launched a website, Unbelievablyfair.com, and several TV advertisements highlighting the service. The campaign seems designed to tap into consumers' gripes with traditional wireless carriers, such as unforeseen overage charges and the loss of unused voice minutes. The ad campaign will use a variety of media to get the message across in the buildup to the commercial launch.
The company has not given out any information about pricing or which devices it will use, though its website does feature what appears to be a touchscreen handset. Cox's cable competitors Comcast and Time Warner Cable have set up their own wireless data services as wholesale partners of WiMAX operator Clearwire.
Currently, Cox has test wireless markets up and running in Hampton Roads, Va., Omaha, Neb., and Orange County, Calif.; those markets are currently leveraging Sprint Nextel's CDMA network. Cox plans to deploy its CDMA EV-DO network--via suppliers Starent and Huawei--on its own AWS spectrum, and eventually plans to migrate to LTE via its 700 MHz holdings.
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