Telecom is promoting generalised technology tips in an advertising campaign that could be as useful to Vodafone or 2degrees customers as its own customers.
"Tech in a Sec" is aimed at people who don't know what to do with their smart phones and online devices.
It is a growing group that was not being adequately served, said Telecom retail chief executive Chris Quin, promoting the Saatchi & Saatchi campaign yesterday immediately before the company announced swingeing job cuts.
"Tech in a Sec" is a multimedia campaign with TV ads directing customers to online clips that address the most commonly asked questions from its website.
Consumers were buying or being given smart phones or devices, but had no idea how to use them.