This is an extremely powerful speech, made by Rory Sutherland.
Why you should listen to him:
From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.
An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.
Rory has a blog on the "Campaign" website in case you want to read and know more about him.
One illustration of what he says if you slide to 21m 18secs in, can be shown if you look at the 3 mobile website.
They offer in their inclusive price, 5000 texts, 5,000 3-mobile to 3-mobile minutes, 2,000 any network minutes, and unlimited (or all-you-can eat) data.
According to Rory, they would get a better take-up if they offered something people can mentally compare with.
After watching this video, I would immediately change "all you can eat data" to "5GB of data". Then the punter can compare this with the half gigabyte or one gigabyte of data offered by all their competitors.
(If 3-mobile sees this and finds this works better - how about a free simcard with everything, I have an HTC Desire :-) )