Author: Kevin Donoghue, CEO - Telesoft
According to a recent report from RootMetrics, Verizon the top mobile service provider with an overall performance score of 94.5. AT&T finished second at 91.3; Sprint took third with a rating of 86, and T-Mobile finished fourth, with a score of 80.9. This marks the fifth consecutive time Verizon won the top spot for its network performance.
Verizon has been promoting these results with a television commercial that has been difficult to miss. It features colorful balls rolling down curved tracks; with each ball representing ‘wins’ for each of the top four wireless carriers, Verizon’s track is flooded with 153 red balls. After these results are depicted, four larger red balls are released to illustrate Verizon’s additional wins for data, calls, speed and reliability. At the end of the commercial, AT&T is taunted with the release of a lone ball representing a tie for its text message performance.
T-Mobile CEO John Legere blasted RootMetrics’ results saying “….they manipulated their testing of the T-Mobile network, choosing to turn OFF Voice over LTE, our network technology that is on every single phone we sell. VoLTE handles roughly 50% of calls made on the T-Mobile network.” RootMetrics was also criticized by Legere when its analysis of mobile networks during the first half of 2015 didn’t measure the 700 MHz band of spectrum performance which T-Mobile had been rolling out.
The Verizon commercial is important because it shapes employees’ perceptions. This determines the provider that employees are likely to demand for service. It is unfortunate that another study, from OpenSignal, indicating that network gaps between all four major players have closed significantly over the last two years, has received less attention.
Telecom managers need to recognize that wireless technology is changing and network quality is narrowing. When employees are inflexible regarding the provider that they are assigned, the top provider will be able to charge a premium for its service. This is precisely what is reflected in the pricing that mobile providers are offering today.
Telecom managers will only be able to overcome perceived quality differences and begin promoting employees’ positive experiences with other providers. It is understandable that employees will choose reliability, data, speed, and overall network quality for business, but employers shouldn’t pay extra if service is comparable among different providers.Tags: Managed Mobility Services