Telstra's iPhone on the NextG network
Telstra’s estimated 8000 3G iPhone customers will miss out on Telstra’s live and exclusive mobile video streaming coverage of the Beijing Olympic Games due to a technical issue with Telstra’s choice of video streaming protocol.
Telstra’s multimillion dollar advertising campaign promise of delivering Olympic coverage across its NextG 3G network for the duration the Olympic Games omits the fact that it is not available on the much-hyped multimedia focused 3G iPhone.
Telstra spokesperson Peter Taylor confirmed that while all 50 or so Telstra 3G handsets could support video streaming of the Olympic Games, the iPhone was the only handset that could not.
“Telstra’s live Olympics content will work on just about every Next G mobile in the country which millions of our customers use, but for the rare exceptions we’ve included a note in our print, online, advertorial and retail marketing materials that clarifies the content is only available on compatible handsets,” Taylor said.
That note included in print and online advertising executions reads: “Things you need to know: Available on a great range of compatible handsets.” The disclaimer contains no explicit reference to the iPhone’s inability to video stream on the Telstra Next G network.
Taylor stated that none of the Olympic material makes direct mention of the iPhone, yet the iPhone as a 3G handset is being marketed as a core NextG network selling proposition. “Telstra is comfortable that our customers have access to the information they need before making a purchasing decision and if any of our customers have any concerns we’ll happily address them on a case by case basis,” he added.
However, the NSW Office of Fair Trading has referred inquiries regarding the matter to the Australian Competition and Consumer Commission, saying that it is a “national issue”.
Apple Australia public relations manager Fiona Martin confirmed to Digital Media that the 3G iPhone does, in fact, support streaming video services and supports open standards such as those used by YouTube on the handset.
Telstra responded: “As is the case around the world, the iPhone doesn’t support Real Time Streaming Protocol which is the standard for delivering TV and video to mobile handsets.”
An iPhone content developer said: “This is not the only video streaming protocol available merely one that Telstra chose to use.”
MNet, the mobile content and platform developer which created the mobile Olympics site for Telstra, and is majority owned by the Seven Network, could not comment on the issue.
Disgruntled iPhone customers have suggested that Telstra’s concurrent marketing blitz for its mobile Olympic coverage on the Next G network and its 3G iPhone push has created a false and misleading advertising campaign and led to false statements being made at point-of-sale.
Telstra retailers contacted by Digital Media confirmed that consumers had been asking why their Telstra iPhone could not support the advertised Olympic streaming service.
Inquiries made to Telstra’s mobile customer service centre were met with the information that the Telstra iPhone could and would support the Olympic coverage. “Communications you have had from some of our shops comes as a surprise and is inconsistent with the information that should be provided to customers,” Taylor said.
Industry analysts Telsyte estimate that there are 65,000 iPhone users in Australia with Telstra holding a share of between 8 to 10,000 of those.