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The data seem incontrovertible: AT&T, while meeting 4,000 percent growth in data use, has acquitted itself quite nicely. But the company is saddled with an awful public image as the perennial laggard.
AT&T and Apple could both gain by swapping talent.
Apple, send your marketing wizards to lend your partner a hand. It sorely needs help.
AT&T, send some engineers to redesign the iPhone to make better use of the country’s fastest wireless network.
AT&T Takes the Blame, Even for the iPhone’s Faults
Ries and Trout, authors of The 22 Immutable Laws of Marketing, place AT&T perfectly with their description of Law #4: The Law of Perception. To paraphrase Ries and Trout, a company or product’s perception by the public is more of a reality than the truths behind those assumptions.
Verizon has done a fantastic job over the years convincing the American public that their network is better, even when the data from independent companies shows otherwise. Most cell phone users don’t actively seek out the data behind the commercials; what they do notice are the dropped calls, the bloggers, and the Twitter users who publicly denounce AT&T.
Most importantly, AT&T has done nothing to sway perceptions towards their corner of the cellular service ring. Luke Wilson throwing postcards around the map of America with quips like, “I left my wallet there once,” doesn’t make me - or anyone else - believe any more in AT&T.
What AT&T needs to do is make their network better and run a series of commercials where long-time customers talk about how long they’ve been a customer, how they used to be frustrated with the dropped calls and the poor service and how happy they are now. AT&T needs to admit to its own faults, iPhone or not.
Apple’s hardware may in fact add some “noise” to AT&T’s network, making it less effective in high traffic areas (SXSW, New York, San Francisco, etc.) but isn’t it also AT&T’s responsibility to make sure that their network can handle that noise? Surely they know what kind of components are in the iPhone just as they know what components are in the LG or Samsung phones running on their network. Why didn’t they step in during the development of the iPhone and say that if Apple wants exclusivity on their network then Apple has to make some internal changes to the iPhone?
The truth is that if AT&T’s network is far better than Verizon’s, no one’s buying it. Even after reading this article I shrug off the facts as my mind goes, “That’s not true, Verizon is the best around.”
And here I go again, defending Apple because I love my iPhone and placing all of the blame on AT&T because they drop my calls. It’s not fair but as Ries and Trout have said, my perception is my reality. So is yours. My iPhone is great, my network gives me grief, ergo it’s AT&T’s fault.
(via shutupinternet)
