There's a payphone in my building, almost directly beneath my office.
Recently, I noticed that the following advertisement was printed just
over the phone:
No fading signals.
No dying batteries.
No embarrassing ringtones.
Bell payphones are the easy and affordable way to stay connected.
Obviously, a comparison is being made with cellphones. But does this
advertising campaign made any sense whatsoever? Does Bell believe
that clever advertising will successfully lure cellphone users over to
payphones as an alternative? I guess I could understand the approach
if there were a precedent, if they were finding that some cellphone
users had abandoned them in favour of payphones, and wanted to attract
more of that market. Of course, that's highly doubtful. Really, payphones
and cellphones aren't even in competition; I believe they're used by
different people, and for different reasons. They even say so themselves:
"no embarrassing ringtones" emphasizes that you can't practically use a
payphone to receive a call! I don't own a cellphone, but I can't deny
that they're more functional, more practical, and arguably cheaper
(depending on your phone habits) than payphones. And heck -- when they
can be made smaller and lighter than a quarter, payphones will even lose
the size/weight advantage.
I understand Bell's desire to keep payphones relevant despite the
ubiquity of the cellphone. It just seems like they're not going about
it in the right way. I don't know which market is most likely to be
influenced by pro-payphone advertising, but it's certainly not the
legions of people walking around yakking into thin air.