Verizon is firing back at T-Mobile’s aggressive marketing campaigns, pointing to fresh data showing the telecommunications giant offers the most reliable U.S. wireless service.
RootMetrics’ latest reading on U.S. wireless performance, released late Wednesday, has Verizon tops in national reliability, network speed, and data, call and text performance. AT&T came in second, followed by Sprint and T-Mobile.
T-Mobile US CEO John Legere is known for taking to Twitter to lambaste Verizon and the company’s other rivals. His outspoken persona is a cornerstone of a marketing strategy that helped the Bellevue-based company leapfrog Sprint to become the No. 3 U.S. wireless carrier by subscribers.
“Just because you said in an ad or tweet it, it doesn’t necessarily mean it’s true,” Nicki Palmer, Verizon’s chief technology officer, said in an interview. “We have extended our lead,” she added, pointing to the RootMetrics data.
“We invest more in our networks than any other carrier; we have for a long time,” Palmer said. “That’s foundational.”
More than 90 percent of U.S. households already pay for wireless service, making the country an expensive battleground in which carriers use investments in technology and branding to try to get customers to defect.
T-Mobile, majority owned by Germany’s Deutsche Telekom, has played an insurgent role in the U.S., taking steps like eliminating charges for exceeding data-usage caps and including taxes in its basic billing rates. Some of those moves were subsequently copied by rivals.
Verizon and AT&T, meanwhile, have at times tried to tout their other offerings that wireless-only T-Mobile and Sprint can’t match, from home internet bundles to video or internet content.
Verizon has also emphasized the quality of its network, pointing to studies like the RootMetrics report released Wednesday. The company’s public-relations group, in an email Wednesday, highlighted passages of the report that were critical of T-Mobile’s service quality.
The nationwide RootMetrics survey, based on…