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Print This PostFriday, Nov 13, 2009 • Posted by Andrew Davidson
Need to step into the kitchen, stand on a wooden crate and strain your neck upwards to make your cell phone work in your apartment? Yeah, we hear you…
Apparently, so does AT&T, a provider that’s been critiqued for service and coverage quality issues. In response, AT&T launched 3G MicroCell—a product designed to provide “5-bar coverage” in customers’ homes, offices and other buildings where coverage is limited or non-existent. The device acts like a “mini cell tower”, improving wireless coverage by connecting through existing broadband Internet.
Standing out from other wireless providers that offer similar products (i.e. Sprint and Verizon), AT&T is using direct mail, email and print to market its new device to existing customers. They’re also selling it at a deep discount to customers who add an AT&T Unlimited MicroCell Calling plan.
It’s smart timing for AT&T. The company needs to combat criticism about network quality and appease iPhone users, especially as AT&T’s iPhone exclusivity deal with Apple nears expiration. Is a separate device the answer for AT&T? Or will yet another cost just to talk simply irk customers more?
I was recently on a conference call hosted by someone with an iPhone. During the 30-minute call, we were disconnected twice because the host’s iPhone lost its signal.
While I think it’s a good idea for mobile carriers to offer this type of product, it seems like they’ll need to figure something better out for business users – especially those who travel. It’s impractical to carry around a “signal extender” along with all the other devices we have to haul around.