Comcast ad campaign takes aim at T-Mobile fixed wireless access

Comcast recently launched a TV ad and erected a dedicated website that takes aim at the capabilities and features of T-Mobile's 5G-powered home broadband service, charging that they come up short when compared to what's delivered via Comcast's wired broadband services. In what's expected to be the first in a series of ads either targeting T-Mobile's service or perhaps the broader fixed wireless access (FWA) sector, Comcast's tongue-in-cheek "Vampires" ad features a family of four in a therapist's office lamenting the performance of T-Mobile's offering. They complain that their speeds degrade during high-usage times during the day, forcing them to access the service during the middle of the night. While the TV ad uses lighthearted humor to mock T-Mobile's FWA services, the dedicated comparison site is more pointed. "We read the fine print. Here's how Xfinity stacks up against 5G home Internet," the website states, adding that T-Mobile's service "is 10-30x slower." The site continues: "Storms, mountains, cars – being inside – can slow down your speed." Comcast also digs into T-Mobile's policies to argue that T-Mobile "plays favorites" by prioritizing mobile customers over 5G home broadband users. The cable operator goes on to state that T-Mobile's FWA service isn't compatible with some live TV streaming services. Naturally, Comcast's website touts the speed and reliability of its own broadband network and notes that some broadband customers get Xfinity Flex, Comcast's 4K-capable smart home/streaming device, for no added cost.