NEW YORK - Some 23 million Americans still use dial-up service to access the Internet, and more than half of them see no need to change. That's according to the Pew Internet and American Life Project's 2006 study on home broadband adoption. Verizon wants dial-up users to know that its High Speed Internet service can make a world of everyday online activities easier, faster and more enjoyable -- and at prices comparable to what most pay for dial-up service.*
New Ads Highlight Simple Things Made Better With Broadband
Verizon has launched new TV, radio and print ads that illustrate how a range of lifestyles and everyday online activities are enhanced with broadband. Verizon also recently introduced new promotional offers for customers who order its High Speed Internet services online.
"Research shows that some people still cling to dial-up because they don't want to spend more money for speed that they don't think will change their online experience or their lives," said Chris Anderson, marketing communications director for Verizon. "Our new ads are designed to show that speed enhances even simple things like e-mail, buying and selling items on online auctions, checking the weather, looking at photographs or enjoying hobbies. In short, life gets better with broadband."
The TV spot, titled "Pass It On," shows a series of very different individuals each, in turn, using a laptop and commenting on how broadband enhances everyday activities that are important to them. They then pass the laptop they're using out of the video frame to the next user for his or her comments.
[View the commercial at http://www.draftdigital.com/verizon4/videos/Pass_It_On_YVZQ9809.mov]
The advertising, created by DraftFCB in New York, is appearing in many of Verizon's markets in 28 states and the District of Columbia.
Promotions Offer Broadband at Dial-Up-Like Prices When Ordered Online
Verizon is giving consumers another major reason to move up from dial-up Internet access, or shed cable's high-priced Internet service, with a new online ordering special that runs through March 17.
According to the Pew study, home dial-up users said their monthly bill for Internet service was approximately $18. With Verizon's promotional offer, new customers ordering the fastest Verizon High Speed Internet service with an annual service plan online at www.verizon.net/dsl will pay just $19.99 a month for the first six months of service and $29.99 for the remainder of the plan for a maximum connection speed of up to 3 Mbps (megabits per second) downstream and up to 768 Kbps (kilobits per second) upstream. This represents a $60 total savings over the regular rate.
Verizon also has a promotional offer for its entry-level High Speed Internet service at a price that is comparable to many dial-up service plans -- $9.99 a month for the first three months of a one-year plan and $19.99 a month for the remainder of the plan when ordered online, for a maximum connection speed of up to 768 kbps downstream and up to 128 kbps upstream. This represents a $30 total savings over the regular rate.
"Verizon High Speed Internet service provides consumers the choices in speed and price that allow them to make the high-speed connections that are important to them," said Anderson. "Our customers have the security of knowing that all our broadband services are backed by Verizon's world-class network and incredible customer service."
* Verizon High Speed Internet is based on DSL technology.
Verizon Communications Inc. (NYSE:VZ), headquartered in New York, is a leader in delivering broadband and other wireline and wireless communication innovations to mass market, business, government and wholesale customers. Verizon Wireless operates America's most reliable wireless network, serving more than 59 million customers nationwide. Verizon's Wireline operations include Verizon Business, which operates one of the most expansive wholly owned global IP networks, and Verizon Telecom, which is deploying the nation's most advanced fiber-optic network to deliver the benefits of converged communications, information and entertainment services to customers. A Dow 30 company, Verizon has a diverse workforce of approximately 242,000 and last year generated consolidated operating revenues of more than $88 billion. For more information, visit www.verizon.com.