T-Mobile to ad watchdog: sorry, we are faster than Verizon, and will keep preaching it


The National Advertising Division (NAD), an ad industry watchdog, demanded that T-Mobile stop claiming its network is faster than Verizon's recently, as these claims are at best hard to prove, and may be misleading customers. 

T-Mobile has long been using crowdsourced app logs from Ookla and OpenSignal, citing their reports on which carrier has the fastest average download speeds, latency, and so on, in advertising. It also claimed that its network covers 99.7% of Verizon's customers, but fails to mention that this is in terms of population, not actual territorial coverage. T-Mobile had to stop and ad, and NAD also issued guidelines how to modify its coverage claims to reflect the reality on the ground better.

Verizon, on the other hand, relies on a more sophisticated analysis by RootMetrics that actually involves driving around the country and measuring speeds and coverage in a standardized manner in thousands of places. That is why it wanted that NAD take a look at T-Mobile's claims, hence the warning and new ad guidelines. Needless to say, T-Mobile's flamboyant marketing style isn't budging, and as per Janice V. Kapner, T-Mobile’s SVP of corporate communications:


Verizon recently altered its unlimited data plans recently to better reflect the doubling of data usage since unlimited first went live on Big Red and AT&T, and T-Mobile took a few marketing shots at the move, too, before readjusting its own offer for unlimited data access to its network, which is much less traveled than Verizon's, of course. It will be interesting to see if and how T-Mobile would adjust its plans after the potential merger with Sprint that is said to be detailed as soon as this month.

source: The Verge

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11 Comments

1. trojan_horse

Posts: 5868; Member since: May 06, 2016

T-Mo does not give a f--k about NAD... Haha, savage.

2. sip1995

Posts: 1771; Member since: Feb 07, 2014

Poor Dutche Telekom (t-mobile)....Americans (Verizon) are far ahead.

3. zunaidahmed

Posts: 1183; Member since: Dec 24, 2011

I really doubt that, but whatever

6. MrShazam

Posts: 987; Member since: Jun 22, 2017

Not in terms of LTE network speeds, which was a bit surprising: http://www.gsmarena.com/lte_global_availability_raises_in_q1_2017-news-25510.php

4. KickRocks

Posts: 275; Member since: Mar 22, 2011

I have both carriers, t-mobile for personal and Verizon for work. T-Mobile is faster, period

7. threed61

Posts: 259; Member since: May 27, 2011

I have both as well. T-Mo is faster where I work, but couldn’t dump the VZW line because their coverage disappears outside the metro area.

10. cfprelude

Posts: 140; Member since: Oct 27, 2011

agree completely. had them both for a couple years for personal/business and tmobile was not just a little faster but incredibly faster (15mbps down for vzw and 60mbps down for tmo in jax, fl). i will admit in the boondocks it was vzw that would get the better service but i really dont need that immense coverage map 99% of the time.

11. L0n3n1nja

Posts: 1557; Member since: Jul 12, 2016

And for me where I live T-mobile pulls 15mbps to 45mbps and Verizon 10mbps to 110mbps depending where in town I am and whether in doors or outside. Travel at all and T-mobile is a paper weight.

5. TeriusRose

Posts: 108; Member since: May 12, 2017

i wonder if Verizon is going to throw a hissy fit and actually try to sue.

8. CreeDiddy

Posts: 2186; Member since: Nov 04, 2011

VZW is most of the areas where I live and work have sufficient speeds and are better than TMO

9. Roboric

Posts: 3; Member since: Jun 27, 2017

If you leave a metro area and don't have Tmobile coverage I suppose your speed doesn't matter too much. Which is why VZW is still the best network because they give you a blend of speed, coverage and reliability. Tmobile is making progress but raising your plan $20 and celebrating because you threw in Netflix isn't one of those.

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