T-Mobile really likes to get “in your face” with its marketing. Today, it’s getting in Comcast’s face by driving circles around the Comcast Center in Philadelphia. For 25 hours a T-Mobile billboard truck is circling Comcast’s HQ in Philly while playing a video that talks about Comcast’s price hikes over the years. The announcer says things like, “Over one four-year period the price of their plans rose over 70%.”
For T-Mobile’s marketing initiative, which is called “Make Xfinity Your Ex,” the company is targeting Comcast Xfinity customers. It’s offering its fixed wireless access (FWA) 5G Home and Business Internet for $25 per month with a qualifying voice line for a limited time over the holidays. The $25 price does not include taxes and fees, which are added on, and the new customers must sign up for auto-pay. T-Mobile is also giving Comcast Xfinity customers up to $750 to break free from their contract.
To be fair, based on the photo provided by T-Mobile, it doesn’t look like there’s a lot of foot traffic around the Comcast Center the week before Christmas.
But the campaign highlights the battle for broadband customers that’s heating up from
T-Mobile and Verizon, which are offering FWA, against the traditional cable companies. T-Mobile is running this campaign today because Comcast is set to raise prices on its TV and internet services tomorrow, just a year after the Philadelphia-based company last hiked rates. Starting December 20, customers nationwide will see their rates increase by 3.8%, on average, according to the Philadelphia Inquirer. In December 2021, the average rate increase was 3%.
According to T-Mobile’s announcement, “Nearly half of all T-Mobile Home Internet customers come from the cable guys.”
Comcast hasn’t responded to T-Mobile’s marketing attacks today. But in September, Xfinity launched a TV ad attacking T-Mobile 5G Home Internet, indicating that the service slows down during the day amid heavy network usage.
And Cox put out a 30-second commercial in November, saying T-Mobile’s Home Broadband is “just phone internet, not home internet.” It claims Cox internet is faster and has more reliable download speeds than T-Mobile 5G Home Internet.