Macquarie Telecom (Rightly) Mocks Their Peers

You have probably not heard of Macquarie Telecom, an Australian provider that focuses on the B2B market in their country. But you probably have heard of T-Mobile US, their flamboyant CEO John Legere, and the way they have positioned themselves as the ‘uncarrier’ in the US mobile market. You will see echoes of the latter in the following video by Macquarie Telecom, but Aussies are to Yanks what a punch in the face is to a slap on the cheek. As Legere must have noticed in the USA, anodyne marketing campaigns neither connect with, nor convince anyone. However, risk-averse telcos have become addicted to bland marketing, even as customers increasingly lose faith with firms that have become notorious for hacking scandals and poor service.

Instead of encouraging brand loyalty, insipid brands that offer no compelling propositions are perceived to be insincere and cynical. And that is obviously why Macquarie Telecom decided to rip into the industry with this video. Macquarie call themselves #SoUnTelco. This is the kind of marketing message that other telcos need to hear, in order to shake them out of their complacency. As an Aussie might say: good on ya, Macquarie!

Eric Priezkalns
Eric Priezkalns
Eric is a recognized expert on communications risk and assurance. He was Director of Risk Management for Qatar Telecom and has worked with Cable & Wireless, T‑Mobile, Sky, Worldcom and others.   Eric was lead author of Revenue Assurance: Expert Opinions for Communications Providers, published by CRC Press. He was a founding member of Qatar's National Committee for Internet Safety and the first leader of the TM Forum's Enterprise Risk Management team. Eric currently sits on the committee of the Risk & Assurance Group, and is an editorial advisor to Black Swan. He is a qualified chartered accountant, with degrees in information systems, and in mathematics and philosophy.   Commsrisk is edited by Eric. Look here for more about Eric's history as editor.
  • Luke Clifton

    Our #SoUnTelco campaign (which has been running for about a year) is about an ethos and a way of thinking as much as it is an appeal for customer to reconsider their options. While our company has build its business around superior customer service, that is often a difficult thing for customers who have not tried out service to make a purchasing decisions around. So, we look to do things dramatically differently to our industry to prove a point.

    Our staff are encouraged to ask the question every day… “if we did the opposite to what our competition would do, would our customers like it and can we make money out of doing so”.

    So – where our competition have been sacking people and letting people go by outsourcing their functions to cheaper overseas companies in India and Asia… In the past 12 months we have insourced our Network Operations Centre, hired local young staff into our own facilities here in Australia. Where our competition provides only online or telephone support, we have local people willing and able to see our customers face to face. We even give out the personal mobile phone number of our executives incase a customer wants to call me or my peers personally for any reason… mine is +61432329144. Our #UnTelco message is a call to arms… not only to our an industry that has chronically overcharges and unserved its customers… but a rally cry to our staff to think of ways we can fix it too.

    Glad you liked it Eric!