AT&T enlists hoops stars to push latest claim: 'Strongest 4G LTE signal'
The company's new campaign will run through the "March Madness" college basketball tournament.
- SABEW Best in Business 2011 Award for Breaking News Coverage, Eddie Award in 2020 for 5G coverage, runner-up National Arts & Entertainment Journalism Award for culture analysis.
The price war between wireless carriers maybe cooling off, but their war of words still rages on.
AT&T, the nation's second-largest wireless carrier by subscriber base, will fire the next shot with a new campaign promoting its latest claim, "strongest 4G LTE signal," featuring basketball legends Shaquille O'Neal, Julius Erving, Clyde Drexler and Christian Laettner in a series of spots that will run throughout the "March Madness" college basketball tournament.
The strongest signal claim is just the latest boast by a wireless carrier as they jockey for the perception of superior coverage. With the carriers already competing for your business on price, it's just as critical that you feel good about their network and service.
Verizon, for instance, is still able to charge a premium because it has long banked on the perception that its wireless network is more reliable than the competition and calls itself the nation's "most reliable network."
But the other carriers have laid siege to its standing. In addition to strongest signal, AT&T also says it has the "most reliable 4G LTE network," subtly different to Verizon's claim. T-Mobile says it has the "fastest" network, while Sprint has called itself the "newest" network.
Verizon was rated the best overall network followed by AT&T, according to network-testing firm RootMetrics. A study by network research firm OpenSignal found T-Mobile had the fastest network.