Telecom's laughably sentimental XT TV ad falls flat with viewers

It's true - some damage simply irreparable. Not least of which is the damage inflicted upon the reputation of Telecom's new (well, not really anymore) mobile network - dubbed XT - upon which was heaved millions of dollars and for a large part Telecom's own reputation as a consumer brand and reliable telecommunications provider.

However, it can surely be no secret that the new television campaign (the TV spot of which is embedded above) has fallen flat with consumers, particularly those who put their faith in XT as the next generation of mobile communications in New Zealand, but were sorrily disappointed. 

I particularly like the part where Reynolds, Telecom's CEO, utters "so you can find out just how good XT really is". You can almost hear the thousands of XT customers shouting in outrage "yeah we know just how crap it is, thanks." 

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Telecom shares take a dive as talks of separation continue

Shares in New Zealand's largest telecommunications firm, Telecom, fell to a new low today as talks of possible corporate breakups continue. That, combined with continued problems regarding the company's new XT Network, and a number of other issues continue to plague the company as it attempts to reinvent itself in the eyes of consumers after a number of PR fallouts.

Telecom CEO, Paul Reynolds, said that the company was focused on aligning the goals and interests of the company with that of New Zealanders, the Government and investors.

"In making a thorough assessment of structural separation we need to have a detailed understanding of the regulatory environment, and this warrants detailed discussion and analysis with Government before any decisions regarding its viability can be made," he said.

"Clearly potential partners are working hard to put their best foot forward", he said.

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