Despite claims of nationwide coverage, a look at wireless coverage maps from some of the industry’s largest operators shows there are numerous holes in those claims. While carriers note their networks cover most of the places customers want to use their wireless devices, many operators are increasing the accuracy of their coverage maps to provide consumers with more complete pictures of what their networks provide.
Operators also are under pressure from government to provide more accurate maps. Three carriers-Cingular Wireless L.L.C., Verizon Wireless and Sprint PCS-settled complaints from attorney generals from 32 states last year that required the carriers to provide coverage maps to customers, allow two weeks to cancel service without incurring penalties, and change the way they advertise their coverage.
T-Mobile USA Inc. has been one of the more aggressive carriers in rolling out more detailed coverage maps, launching what it called its Personal Coverage Check earlier this year. The maps allow customers to check coverage down to street level from the carrier’s Web site or in-store locations.
The PCC map breaks down network coverage using a color-coded map that ranges from “great” coverage where a customer will “rarely drop a call,” to “fair” coverage where a customer “may occasionally drop a call,” to no network coverage. T-Mobile USA noted the mapping tool was rolled out last fall in select retail locations and expanded to its Web site in late February.
“PCC is meant to be a transparent tool,” said T-Mobile USA spokesman Peter Dobrow. “It sets an expectation for customers from the beginning.”
Dobrow added that the map uses information the carrier gleans from a variety of measurements, including network deployment models and engineering tools, and is updated weekly or as necessary.
The PCC map is not just for attracting customers. Dobrow noted the map also has turned away potential customers who realized that T-Mobile USA’s coverage would not meet their needs.
“It works both ways,” Dobrow said. “But that’s what PCC is meant to do-provide customers with a realistic expectation of coverage.”
Analysts noted that the PCC map is also a good marketing tool for the carrier as it’s seen by many as having weaker coverage than its larger competitors.
“T-Mobile really has nothing to lose with the maps,” said Weston Henderek, senior analyst of wireless services at Current Analysis. “The local maps show more concentrated coverage, which looks better than showing a lack of coverage on a nationwide map and could help alleviate customer concern that [T-Mobile USA’s] network is inferior to Cingular and Verizon.”
Cingular rolled out a similar interactive mapping tool for its customer care representatives more than a year ago that was later brought into its retail locations. The carrier also began offering customers color-coded coverage maps last spring as part of its Cingular Service Summary provided to new subscribers.
Cingular noted the coverage maps depict coverage using three color-coded levels: high, medium and low, corresponding to coverage customers can expect in-building, in-vehicle and on the street. Cingular added that the maps are designed to help educate consumers on expected coverage, but it encourages potential customers to take advantage of its 30-day trial period to obtain a real-world coverage experience.
Sprint expressed similar faith in real-world usage, noting maps can be considered only a guide.
“We are looking at local coverage maps, but at the end of the day, it’s better to get a customer to try coverage for themselves,” said Bob Azzi, vice president of network engineering for Sprint.
Azzi added that detailed coverage maps also could provide customers with a false sense of network coverage that could negate the positive intentions.
“We want to make sure we don’t mislead customers by giving them an illusion of coverage,” Azzi said.
Instead of network coverage, Sprint provides cell-site locations in addition to the coverage maps on its Web site, which the carrier feels is a solid solution for customers.
“Tower maps are very powerful on a local level,” Azzi said. “People are very familiar with their local areas, and when they can see where towers are at, it really hits home.”
Current Analysis’ Henderek added that carriers thought to have stronger network coverage are less likely to see benefits from offering more detailed coverage maps, but that all would benefit from more detail than what is currently provided.
“They might not get the marketing mileage that T-Mobile is getting with its maps, but they need to be able to offer similar capabilities if the market demands it,” Henderek said.
