@Home Network and Motorola Unveil First National Consumer Ad-Campaign for Cable Internet Products and Services
Efforts Include Print, Broadcast Outlets, Telemarketing, Direct Mailers, and Retail InitiativesREDWOOD CITY, Calif. and Arlington Hts, IL - April 7, 1999 - Widening mainstream consumer awareness and adoption of cable Internet products and services, @Home Network and Motorola Inc. today announced the cable Internet industry's first national advertising campaign. Running through May 31, 1999 in @Home markets throughout the United States, the campaign will demonstrate the innovative and practical ways the cable industry is making the Internet readily available and more applicable to everyday life. Promotion activities include television commercials that will air during popular shows such as ER, X-Files, and NYPD Blue as well as radio spots on more than 50 top radio stations throughout the country. In addition, full page color ads will appear in Time magazine, Newsweek, People, and Sports Illustrated.
The campaign combines the power of Motorola's CyberSURFR cable modems with @Home's high performance, ease of use, and top interactive content to create a revolutionary online experience. @Home and Motorola will provide consumers with the opportunity to learn about the benefit of cable modems and the advantages of the @Home service. Demonstrating the uniqueness of high-speed data services in the home, the campaign will show how all members of the family can enjoy the rich experiences that cable Internet services deliver including getting help with homework, keeping up with the latest news, weather and sports, finding recipes or purchasing gifts online.
"We've found that once consumers see the @Home service, they buy it - and when they buy it, they keep it," said Dean A. Gilbert, senior vice president & general manager of @Home Network. "By integrating a national campaign into our marketing strategy, we can communicate the advantages of cable to the masses. Through consistent messaging and promotions in all of our markets, we hope to increase consumer awareness and adoption of high-speed Internet products and services."
In conjunction with the advertising campaign, @Home Network is providing consumers with the opportunity to enter the "Sign Up & Surf Sweepstakes." Sweepstakes participants become eligible to win an 8 day, 7 night trip for two to Hawaii. In addition, Motorola is providing 30 sweepstakes winners a pair of their TalkAbout Radios -- portable two-way radios for communication with nearby friends and family members. To enter the "Sign Up & Surf Sweepstakes" or for more information about, and Official Rules for the sweepstakes, consumers can visit www.home.com/win. They also can enter by sending a 3"x5" card with their name, address, phone number, and email address to Sign Up and Surf Sweepstakes, P.O. Box 8517, Prospect Heights, IL, 60070. In addition to the sweepstakes offer, the campaign integrates a media initiative, special consumer offers, and retail promotions.
"Consumers are now in a position to begin experiencing the paradigm shift in the Internet category," said Dick Day, corporate vice president Motorola, Inc. "Our research shows that consumers are eager to get faster access to the Internet via cable modems, and together with @Home, we are able to spread the message to consumers about the amazing benefits of cable Internet services."
About Motorola
Motorola is a global leader in advanced electronic systems
and services. It liberates the power of technology by creating software-enhanced
products that provide integrated customer solutions and Internet access via wireless
and satellite communications, as well as computing, networking, and automotive electronics.
Motorola also provides essential digital building blocks in the form of embedded
semiconductors, controls and systems. Sales in 1998 were $29.4 billion.
About @Home Network
Based in Redwood City, California, @Home Network (Nasdaq:
ATHM) distributes high-speed, openly accessible Internet and Web services to residences
and businesses using its own network architecture and a variety of transport options
including the cable industry's hybrid-fiber coaxial infrastructure. The cable connection
provides users significant increases in speed over conventional Internet services.
Leveraging the "always on" attributes of cable, @Home allows for unique multimedia
applications that go beyond current Web experiences. Individuals seeking additional
information about availability and subscription can refer to the @Home Network Web
site (www.home.net). Since its founding in 1995, @Home Network has reached affiliate
agreements with 21 leading cable companies-worldwide, including AT&T; Broadband
and Internet Services, Bresnan Communications Company, Cablevision Systems Corp.,
CasTel, Century Communications, Charter Communications, Cogeco Cable Inc., Comcast
Corporation, Cox Communications, Garden State Cable, Insight Communications, InterMedia
Partners, Jones Intercable, Lenfest Communications, Jupiter Telecommunications,
Midcontinent Cable Co., Palet Kabelcom, Prime Cable, Rogers Cablesystems Limited,
Shaw Communications, and Videon CableSystems, Inc.
This press release contains forward-looking information within the meaning of Section 27A of the Securities Exchange Act of 1933 and Section 21E of the Securities Exchange Act of 1934, and is subject to the safe harbors created by those sections. These forward-looking statements concern the anticipated results of the advertising campaign and sweepstakes. Those results are subject to a number of risks and uncertainties, including the uncertainty of whether subscribers will find the campaign attractive or useful; and whether the campaign and/or sweepstakes will increase mainstream consumer awareness and adoption of cable Internet products and services. Actual results may differ materially due to a number of factors, including the operational and financial challenges of developing an advertising campaign and sweepstakes offering that consumers find useful and compelling. The matters discussed in this press release also involve risks and uncertainties described from time to time in @Home's filings with the Securities and Exchange Commission. In particular, see the risk factors described in @Home's Form S-3 Registration Statement filed on August 12, 1998 and in its Form 10-K for the year ended December 31, 1998. @Home assumes no obligation to update the forward-looking information contained in this press release.