AT&T blasts T-Mobile in ad campaign

AT&T (NYSE:T) is taking aim at former merger partner T-Mobile USA by launching an attack ad campaign that blasts T-Mobile's network speeds and call performance. The ads, which ran in the New York Times, Wall Street Journal and USA Today, said that T-Mobile drops twice as many calls and its network speeds are only half as fast as AT&T's network.

The two companies have been butting heads recently. At the Consumer Electronics Show in Las Vegas earlier this year, T-Mobile CEO John Legere called AT&T's network "crap." In addition, the growing animosity between the two may also have been exacerbated by T-Mobile's recent announcement that it has more than 2 million iPhone customers on its network under the company's "Bring Your Own Device" program.  T-Mobile said it is adding new iPhone customers at a rate of 100,000 per month. Many of those iPhone users are likely former AT&T subscribers.   

Because T-Mobile now has 142 million people covered by HSPA+ at 1900 MHz spectrum, there are growing number of AT&T iPhone users that can bring their existing iPhone to T-Mobile's network and access HSPA+ speeds.

T-Mobile said it was surprised and pleased by the attention it received from AT&T's ads. In a statement to Bloomberg, T-Mobile CMO Mike Sievert said: "AT&T doth protest too much. Glad they're spending their money to print our name."

Interestingly, Verizon Wireless (NYSE:VZ) launched a similar attack ad campaign against AT&T back in 2009 in its "There's a map for that" campaign that attacked AT&T's 3G coverage. The ads mocked the "there's an app for that" ads from Apple (NASDAQ:AAPL) that touted the iPhone, which at the time was offered exclusively by AT&T. AT&T sued Verizon claiming that its ads did not accurately represent AT&T's coverage.

For more:
- see this TMoNews article
- see this Bloomberg article

Related Articles:
T-Mobile loses 515,000 postpaid subs in Q4, sets sights on iPhone, MetroPCS deal
AT&T sues Verizon over 'there's a map for that' ad
'There's a map for that' - Verizon ad challenges AT&T  
Verizon seeking judgment on 'Most Reliable' ad claims

Suggested Articles

Sprint announced the opening of a TIP Community Lab in Overland Park, Kansas, where it hopes to further the development of OpenRAN 5G NR solutions.

Vodafone plans to issue a request for quotes for open RAN technology for its entire European footprint of more than 100,000 sites.

The new head of the Wireless Broadband Alliance (WBA) plans to continue the WBA’s focus on Wi-Fi convergence with 5G.