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Now that it’s been a few months since CenturyLink’s merger with Qwest was complete, CenturyLink’s predominant promotional offer has centered around its stand-alone Data product. Even CenturyLink’s new brand campaigns (with no price-point or offer) highlight the benefits of its broadband products and services.
CenturyLink’s strategy to focus on stand-alone Data is a departure from what we would have expected to see from Qwest this time of year – mainly, a Triple-play Bundle featuring fall football, specifically leveraging its partnership with DirecTV and the NFL Sunday Ticket and competing head-to-head against the incumbent cable operator.
This shift in marketing strategy allows CenturyLink to offer higher-end Data speeds (up to 7 or 12 Mbps, depending on the market) without having to commit to steep monthly subscription rates as evidenced by its 5-year price lock guarantee. The new price point could help CenturyLink better compete in its newly acquired markets. Or at minimum, increase the comparative shopping that consumers conduct when assessing their broadband options…a 5-year price guarantee is certainly appealing.
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