T-Mobile cuts loose on Verizon

T-Mobile cuts loose on Verizon
Ever since T-Mobile CEO John Legere called AT&T's network "crap" at CES 2013 in Las Vegas, the executive has not been shy at calling out T-Mobile's rivals. While we don't believe that records for this kind of thing are kept, off hand we'd say that AT&T and its CEO Randall Stephenson have been Legere's favorite punching bags. The best shot might have been the most subtle; for April Fool's day this year, T-Mobile announced that it was placing sound proof booths across the country know as PhoneBoothE. In a video, Legere essentially said that you know that Phone BoothE is real because T-Mobile tacked an "E" onto the end of the name. That, of course, was a shot at AT&T's use of a 5G E icon on phones connected to its 5G Evolution network. This is not a 5G network, but is actually an enhanced 4G LTE pipeline; the use of the icon can confuse consumers into thinking that they are actually running 5G speeds, which of course they are not.

Today, it turns out that Verizon is the subject of Legere's attention. T-Mobile put up a whole webpage designed to look like Big Red's site, fonts and all. Instead of Verizon, the carrier's name is changed to verHIDEzon. And a red question mark replaces Verizon's iconic red checkmark. T-Mobile is not taking any prisoners here. Read the beginning of the copy on the site. "Welcome to VerHIDEzon. Where you Pay More for 5G…Then Guess Where to Find It. It’s just that simple. We believe in charging a premium for 5G, without telling you where you’ll have coverage. We announce cities that have 5G, charge our customers more to get it, and then leave them wondering where it is. We offer 5G in some football stadiums, but as for where exactly it’ll work in there? Shrug." 

T-Mobile is the fastest growing of the four major wireless carriers in the U.S.

T-Mobile can go after its rivals like this for a couple of reasons. One, its rivals are so buttoned-down that if such tactics weren't taught to them in B-School, they wouldn't dare consider doing it. And more importantly, T-Mobile can talk the talk and walk the walk. That's because it has gone from being the fourth and most forgettable U.S. wireless provider to the fastest growing and most innovative carrier in the states. And now it has just one more hurdle to overcome to complete its merger with Sprint.

As we said, T-Mobile is not playing around. The company has put up a verHIDEzon billboard in Times Square and has advertised on the side of trucks and on bus stop kiosks. Will Verizon respond? We wouldn't count on it.



1. Txchilibowl

Posts: 4; Member since: Sep 14, 2019

You guys are obvious TMobile shills.....paid much?

4. YourDadyD

Posts: 1; Member since: Sep 18, 2019

Are they wrong?

7. Westrnboy123

Posts: 3; Member since: Mar 28, 2018

Yes they're, because no carrier has 5G out yet. So T-Mobile full of crap.

15. Chris_ABN

Posts: 194; Member since: May 16, 2018

Where have you been, all 4 carrier's have 5g networks up and running.

2. OneLove123

Posts: 1195; Member since: Aug 28, 2018

That's pretty funny!

3. talon95

Posts: 1000; Member since: Jul 31, 2012

T-Mobile is awesome, never going back to Verizon.

8. Westrnboy123

Posts: 3; Member since: Mar 28, 2018

You must not traveling out the big cities that much.

11. Mreveryphone

Posts: 1834; Member since: Apr 22, 2014

I travel outside of big cities all the time and my signal is fine. Those days are gone where if you are outside city limits t-mobile doesn't work... And all these people claiming they need verhidzon for the coverage never leave the big city so they are paying for something they never use... Silly...

12. tsmcnulty

Posts: 1; Member since: Sep 19, 2019

So do I and I can tell you I get horrible service. The people who I visit outside the big cities all have Verizon because that's the only thing that works at their houses. I live 20 minutes from Atlanta and there's places around my house I dont get service.

23. Unheard

Posts: 1; Member since: Sep 20, 2019

I live in Woodstock and work in Midtown. All over Cherokee county from Woodstock to Ballground to Waleska has 0 problems with TMO reception. Building penetration at my job has also improved dramatically in the last year, with spots that used to have issues now having full signal and speedtests over 100mbps. Verizon has lost their stranglehold on the cellular market. They lost me as a customer over 5 years ago. Innovation > stagnation. VZW needs to learn this if they want to keep up.

5. CreeDiddy

Posts: 2255; Member since: Nov 04, 2011

TMO Mkt cap 68.46B VZW Mkt cap 247.87B TMO needs to stop talking/running ads and keep trying to deliver results for their customer base.

10. Macready

Posts: 1824; Member since: Dec 08, 2014

You're confusing customers with shareholders. Customers gain little to nothing from market cap. In fact, overcharging and keeping your customers locked in is the fastest way to a higher market cap, as Verizon knows all too well.

6. Xavier1415

Posts: 208; Member since: Feb 26, 2012

But TMobile sucks still

13. smileogeo1013

Posts: 19; Member since: Feb 07, 2018

When T-Mobile can get service inside buildings, garages, etc. then they can talk. I had to leave them because there have been too many places I've gone and cannot get signal indoors. Been times I needed to pull up information while inside my bank branch or inside my Dr. office (to mention a couple places) and cannot get signal. And this is even with a late model smartphone.

17. Acdc1a

Posts: 475; Member since: Jan 21, 2016

When did you leave? The low band coverage is insane now, however speed does suffer if you're deep in a building

21. smileogeo1013

Posts: 19; Member since: Feb 07, 2018

It's been around 4 months now.

22. Eclectech

Posts: 355; Member since: May 01, 2013

Sprint definitely seemed to have better building penetration than T-mobile, even holding a good signal on elevators, but service as a whole in my city of Atlanta favors T-Mobile. Sprint's 4G data has gotten considerably slower since they rolled out their 5G. T-Mobile is mostly a joy to use with great performance. Perhaps both companies would be considerably better if they merged.

16. Phil1957

Posts: 1; Member since: Sep 19, 2019

I do think this is funny. But I have T-Mobile. I wish they'd spend a little more money and effort on getting cell reception in my area. The ads are funny, but reception makes one loyal. Just saying.

18. Acdc1a

Posts: 475; Member since: Jan 21, 2016

I got T-Mobile in 2012 when the service was barely adequate. I refuse to support AT&T and Verizon is horrible in my area. Sprint was always a non-starter. Now T-Mobile blows all 3 others away locally and competes pretty well when I travel. They've done a great job in a shot period of time.

24. royman

Posts: 25; Member since: Jul 04, 2017

as a Verizon employee, this is funny lol

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.