Summary
AT&T is suing Verizon Wireless over information it is calling misleading. Ain’t nothing new here.
Analysis
I have lost count of the number of times carriers and vendors have sued one another over advertising campaigns. I am not saying AT&T does not have a case. I am not saying Verizon Wireless has made misleading statements. I hate to say this, but these types of suits between carriers are not new.
There are two challenges in this case. AT&T Mobility has to prove the so-called holes are not holes. Verizon Wireless has to prove the so-called holes exist. This is not a case of “you are innocent until proven guilty”. I have not seen the complaint, but if it is like any other complaint then the devil will be in the details of both the complaint and the actual advertising itself.
I am not a lawyer, but if I guess correctly, both parties are going to have to prove their cases.
Like many civil litigations this will be contentious. However, the case will prove to be a lesson either in how to conduct a marketing campaign or in how not to conduct a marketing campaign.
I don’t blame AT&T for being upset, if half of what Verizon Wireless has said is true, then Verizon just leaked the one thing carriers hate having revealed – their true coverage map. It doesn't take a rocket scientist to figure out a competitor’s coverage map; it simply costs money, which many companies don’t have to spend. Now use your imagination – If you were another carrier what would you do with this coverage information? Target market those areas where AT&T Mobility is coverage weak. Pile on the competitive advertising against AT&T Mobility?
Wow, my head is spinning with what you can do with this information.
I am not judging either Verizon Wireless or AT&T in this discussion. I am just saying Wow.
P.J. Louis consults with leading institutions through GLG
Analyses are solely the work of the authors and have not been edited or endorsed by GLG.
