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Green light for Everything Everywhere’s 4G service well received by consumers and professionals on Twitter
Analysis of tweets around Everything Everywhere shows how Twitter is an ideal source of insights into consumer reactions to news about brands and their products.
Last week, the UK telecoms regulator Ofcom announced that Everything Everywhere will get the first license to launch 4G mobile internet service. Everything Everywhere is the company behind the two large mobile network providers Orange and T-mobile and its new 4G service is expected to allow its customers much faster downloads, video streaming and social network usage. Ofcom’s decision, however, is met with criticism because Everything Everywhere will have a monopoly on the service in the UK until 2013. Some also speculate that the mobile network provider might have exclusivity for the iPhone 5, which is rumoured to support 4G.
WaveMetrix analysis shows that the announcement about the 4G launch increases the engagement with Everything Everywhere with the number tweets about it rising from 300 to up to 8000 per day. A third of the tweets are also positive, showing that instant reactions on Twitter can not only spread awareness of a brand, but also drive positive brand discussion.
Tweets about Everything Everywhere increase more than 20 times after the 4G announcement:
- The 4G announcement increases the engagement with Everything Everywhere: In the two days after the Ofcom announcement that Everything Everywhere can launch exclusively the 4G service in the UK, tweets about the mobile network provider peak at 8000
The 4G announcement has a positive impact on buzz around Everything Everywhere:
- Consumers are positive about the announcement and say they “will stay” with their 4G mobile providers: Consumers say it is “great” news and that it was “about time” that Ofcom allows Everything Everywhere to launch their 4G service. The majority of the excitement is around the fast roll out and customers say they “will stay” with T-mobile and Orange, hoping to benefit from the 4G service
- Professionals and news handles tweet positively saying it is “interesting” that Everything Everywhere can launch 4G in September: There is a similar excitement to that of consumers about the “swift” launch of 4G