GOLDEN, Colo.—Verizon Wireless’ full-page advertisement in The Denver Post’s March 22 edition, prominently displayed on page 5 of the newspaper’s front section, trumpets: “IT’S THE NETWORK” and “#1 in Customer Loyalty in Denver,” both well-worn marketing phrases for the nation’s second-largest carrier in the standard rough-and-tumble of local wireless market competition.
But the message below—in prominent size—delivers a body blow to Verizon’s rivals Cingular Wireless L.L.C. and T-Mobile USA Inc., both of which had to suspend or slow sales of Motorola Inc.’s megahit handset, the Razr, in the past two weeks due to a component glitch.
“Get the reliable RAZR on the nation’s most reliable network,” the advertisement continues, with an underline emphasizing the reliability of the carrier’s Razr, rather than its network.
However, any perception that Verizon is jabbing rivals is just “a coincidence,” according to Brenda Rainey, spokeswoman for Verizon Wireless. She said that the reliability of Verizon Wireless’ network has always been its main marketing message.
But what about the underlined phrase “reliable” in conjunction with the temporarily troubled Razr at competitors’ shops? “Coincidence,” Rainey repeated. She said advertisements are purchased and scheduled long in advance.
Cingular and T-Mobile USA both rely on the GSM air interface and only GSM-based Razrs exhibited the component glitch. Verizon Wireless operates a CDMA network and CDMA-based Razrs were not affected by the glitch. What’s not to love about reliable equipment?
