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AT&T Uses a Full-Court Press to Push ‘Strongest 4G LTE signal’

March 14, 2015 - Written By Cory McNutt

The major US carriers – Verizon, AT&T, Sprint and T-Mobile – spend a lot of money on advertising trying to convince us that they are the best carrier of all.  The advertising wars had been put on the back burner for the past year as the networks decided to have a small price war to attract new customers, offering bonuses and special deals to entice us jump to another carrier.  Now, AT&T – probably the one carrier that cries the hardest about having the best network – is back on the warpath again with its latest campaign slogan, ‘strongest 4G LTE signal.’

AT&T is the second largest network if you are counting its subscriber base – second only to Verizon or ‘Big Red’ – and as they always have, AT&T tries hard to convince us that they deserve to be number one.  Their latest claim is that they have the “strongest 4G LTE signal,” and they are pushing this idea an advertising campaign that includes basketball legends Shaquille O’Neal, Julius Erving, Clyde Drexler and Christian Laettner.  This series of 30-second spots will run throughout basketball’s ‘March Madness’ college tournament.

The jockeying for top dog spot is generally fought between Verizon and AT&T and the pricing claims are left for T-Mobile and Sprint to offer up as a challenge – but even they want in on all of this leveraging.  This strongest signal claim is just the latest ploy to convince customers that they have the best network.  Verizon claims to have the “most reliable network,” while AT&T claims to have the “most reliable 4G LTE network,” T-Mobile says theirs is “the fastest network,” and Sprint chimes in with theirs being “the newest network.”

According to network testing firm RootMetrics, Verizon was rated the best overall network with AT&T coming in second.  Another study done by OpenSignal declared T-Mobile as the fastest network.  Best overall, most reliable, most reliable 4G LTE, strongest signal, fastest network, newest network…what does it all mean.  It depends on which carrier you talk with – AT&T likes to push the ‘strongest’ network, because the word ‘strong’ denotes better service.  But even David Christopher, chief marketing officer of AT&T’s mobility business, doesn’t say it means better coverage, but a stronger signal means you are less likely to have your call interrupted or a problem with buffering in a video or song download.

The latest ad campaign can be viewed in the two videos below, as former basketball legends discuss the importance of a strong network and O’Neal plays with a glass slipper and makes horsey noises. depicting a cinderella team. Cute and humorous as they are, I am not sure how much they reflect AT&T’s claim to “strongest 4G LTE signal,” but enjoy.

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