Verizon takes on Sprint over ‘most dependable 3G network’ claim

November 24, 2009, By Sanjeev Ramachandran


Verizon Wireless seems to be on battle turf with rivals lining up against it one after the other. After AT&T, Verizon is up in arms against Sprint over a marketing claim that seems to be stretching it too far. Sprint’s claim that it is ‘the most dependable 3G network in the whole of America’ has left Verizon irked big time.

Verizon has taken this claim seriously and has shot off a complaint to the National Advertising Division of the Council of Better Business Bureaus (NAD). The body, in response, has asked Sprint to cancel the slogan. The battle seems to be in for a wider pitch. According to NAD, Sprint has to drop the ‘most dependable 3G network’ slogan as it has been found that a recent Nielsen drive test data had categorically stated that Verizon had less number of dropped calls. The data had also said Verizon had returned better performance with regard to session reliability compared to Sprint.

Sprint, we get to gather, is not ready to be cowed down. The carrier is now gearing up to fight the matter in an appropriate way. It is believed that Sprint would appeal the NAD stance to the National Advertising Review Board on the grounds that the NAD decision was not based on use signal strength information. Sprint believes that signal strength is the most effective criterion for determining indoor use. It seems like the Verizon Vs Sprint row is heading for a wider arena. The Sprint adverts said its claim is based on independent, third-party drive tests for 3G data connection success, session reliability and signal strength for the top 50 most populous markets from January 2008 to May 2009.

It now remains to be seen what Verizon would be lining up to prove it is a better network. It may be recalled that Verizon is already fighting it out with AT&T over a bitter 3G ad battle.

(Via PCWorld)

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