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Monday, 27 April 2015 18:49

NBN Co rebrands to nbn: No Benefit Noted? Featured


NBNCo is now just nbn, with a silly TM mark applied to it, set to confuse the NBN with nbn even though nbn sells no NBN service to end users.

In what is yet another example of pointless Government-inspired waste, NBNCo has rebranded itself from NBNCo with a green coloured website to nbn with a TM trademark symbol on a blue coloured website.

I guess we’ll next be told that TM stands for ‘trust me’.

Did some PR/re-branding firm charge big bucks for this pointless rebranding? How much money has been wasted on printing new business cards, designing company logos and other paraphernalia?

Of course, with NBNCo - or rather, nbnTM, funded by public money, Australians have paid for nbn to change its name.

Will this deliver faster broadband? No.
Will this deliver FTTN or FTTP to your house faster? No.
Will it have any impact on NBN Co operations? No.
Did anyone ask Australians whether NBN Co should rebrand? No.
Are Australians likely to think better of the nbn company now? No.
Does TM after anything made it look better or simpler or clearer? No.
Can I think of any true benefit to nbn as the new logo? No.

Will it confuse the physical NBN network with the nbn company? Yes.
Did people get paid for this useless rebrand? Yes.
Are brand names written solely in lower case letters naff? Yes.

Is it a nice logo? Sure, but who honestly cares, especially if they're still stuck on ADL2+?

The NBN Co’s big announcement wasn’t its new brand name, for which I can see no media release, but I noticed it was part of a detailed study done by KPMG Demographics and its demographer’s demographer, Bernard Salt, who spoke of GenNBN. Maybe Genbn would have been a better name, but Australia will get its GenNBN by 2020 while the rest of the FTTP-connected world goes through its various GenNBN's now. 

Yesterday, NBN Co’s website still had the old brand, but today, it’s the new brand.

It has a big black hole at the centre of Australia as part of its logo, which is incredibly apt seeing as Australia is a giant black hole of superfast broadband connectivity.

As in, there’s very little of it around. The FTTP network has been sucked into the black hole of FTTN mediocrity, with FTTN so incredibly bad when compared with FTTP connections that are offered at speeds of 100Mbps minimum in all of Comcast’s markets in the US.

Perhaps the big black hole also looks like the pupil of an eye, with the eye of NBigBrotherN spying on us all on behalf of the Government. 

 NBN Big Brother

As noted in my article on AT&T in the US deciding to stop rolling out FTTN and roll out FTTP instead because it is much faster, with Comcast offering 2Gbps to select customers - just as some ISPs in various Asian countries are also now offering to their customers.

Aside from some Fibre to the Basement and Fixed Wireless trials, Australia is pushing ahead with the slowest form of fast broadband available - an FTTN network.

And all NBNCo will have to show for it is a shiny new logo, and bits of a poxy FTTN network that will struggle to deliver 100Mbps to anyone.

nbnTM should have annoucned Australia will get FTTP. The cheers, the excitement, the sheer happiness would have been palpable.

Afer all, even AT&T’s own stats linked to in the article above say its FTTN network delivers an average of 45Mbps and never exceeds 75Mbps anywhere in its FTTN footprint. This is what we have to look forward to in our Netflix enabled new world? This?

Congratulations, nbnTM. Australia desperately needs vastly faster broadband and the best you can do is come up with a naff new logo.

Yep, that’s what Australia needed. A new logo for NBN Co.

The once clever country has become the clueless country.

We should be the cabled country, but instead we’re the loser chumps in that fictional Hollywood movie ‘Revenge of the Nodes’, where all the ‘Fibre to the Nerds’ in Asia and elsewhere whip our butts competitively.

Yay Australia. The Liberal National Coalition is supposed to be better than this. They’re supposed to fix Labor’s messes, not make them worse.

But don’t worry, fellow citizens. nbnTM to the rescue with a Node-able Broadband Network that will be notable for being the slowest in the world, but at least it has a new logo.

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Alex Zaharov-Reutt

Alex Zaharov-Reutt is iTWire's Technology Editor is one of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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