Telstra admits earlier challenge in marketing 5G


Group owner of Consumer & Digitisation Telstra

INTERVIEW: Telstra’s 5G marketing message evolved significantly since it launched the service nearly two years ago, with its campaigns shifting from merely working to build awareness to highlighting the specific benefits which resonate with customers.

Amanda Hutton, group owner of Consumer & Digitisation at the Australian operator, explained to Mobile World Live it found the most compelling 5G use cases are applications for working and studying remotely, and high-performance gaming.

In many cases, she noted customers are starting to realise their 5G connection can be a substitute for a fixed connection.

Hutton acknowledged it was a challenge to identify the key attributes of 5G that customers really care about, since when it launched 5G “we didn’t know exactly all of the use cases”.

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