In a bit of good news for the bottom line of wireless carriers, it appears the recent wave of consolidation that swept the industry has brought about a detent in pricing battles. Cingular Wireless L.L.C. and Verizon Wireless are now lock-step in their pricing plans, while Sprint Nextel Corp. is quickly following in line. T-Mobile USA Inc. remains the lone renegade of the bunch, content to let its pricing advantage drive customer growth.
The bad news is that now operators are trying to differentiate themselves using other criteria, and it looks like network quality is taking the early lead.
Thanks to its wildly successful (and equally annoying) “Can You Hear Me Now?” advertising campaign, Verizon Wireless managed to boost consumer perception of superior network quality. (As with anything wireless, the fine print explains the big print and notes that Verizon Wireless’ claims were based on testing by its own employees.)
The slogan appears to have been successful; Verizon Wireless has posted record customer growth during the past several years, and surveys show many consumers consider Verizon Wireless to have the best network.
Not to be outdone, Cingular has been pushing its own superior network claims, while Sprint Nextel lays claim to the “Most Powerful Network,” a slogan that takes ambiguity to new heights.
The best part is that some of these operators believe so much in their claims that they are bringing lawyers into the picture to prove their cases. Nothing livens up a he-said, she-said argument like some high-priced lawyers. Fantastic! Who better than lawyers to determine which carrier has the best network.
Or, better yet, how about they settle the dispute in the Octagon? I figure with professional boxing having lost its luster-oh what happened to you Sugar Ray Leonard, Marvelous Marvin Hagler and Roberto “No Mas” Duran?-it’s time for a steel-cage match among Stan “Who’s No. 1 Now” Sigman, Denny “Watch Your Back” Strigl and Gary “This Network For Rent” Forsee.
And to ensure the “three men enter, one man leaves” Octagon requirement, the winner gets to buy T-Mobile USA. That’s how you take care of the competition.
