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Summary:

“There’s a map for that” is the catchphrase for a new ad from Verizon that plays upon the ubiquitous advertising meme for the iPhone and Apple’s App Store. However, the ad has nothing to do with Verizon’s own application store, instead highlighting the disparity of 3G […]

“There’s a map for that” is the catchphrase for a new ad from Verizon that plays upon the ubiquitous advertising meme for the iPhone and Apple’s App Store. However, the ad has nothing to do with Verizon’s own application store, instead highlighting the disparity of 3G coverage between Verizon and AT&T.

att_verizon_3g_coverage

The ad shows some guy playing Rock Band on a Samsung Rogue—ugh—while walking down the street. As a voiceover rhetorically asks if you want to know why 3G coverage works so well on Verizon’s network, the coverage map pops up above his head and we hear that “there’s a map for that.”

When an AT&T customer, presumably using an iPhone and sporting a goatee—where’s his beret and cup of free trade expresso?—shakes his head at his phone, the voice asks about “spotty coverage.” The AT&T coverage map then appears and we again hear that “there’s a map for that.” Ha, ha, I guess, but then I thought about it.

Is it really a good idea for Verizon to highlight its own apparent iPhone envy, not to mention the oblique mention of the wildly successful App Store? It depends on who Verizon is advertising to, exactly. Via Silicon Alley Insider, a research note from Morgan Stanley analyst Kathryn Huberty remarks on the possibility of Apple moving away from the exclusivity agreement with AT&T.

“In the top six iPhone markets that are still exclusive, we believe that Apple’s market share could rise to 10%, on average, in a multiple carrier distribution model from 4% today.

Her analysis is that Apple could double iPhone sales by moving to a multi-carrier business model, the logic being most individuals choose carriers over phones, even if the phone is arguably the greatest telecommunication device in the history of the universe. Sure, Apple will no doubt lose the pound of revenue flesh they got from AT&T for exclusivity, but that could be made up in volume.

In this ad, Verizon could be speaking to iPhone users on AT&T’s network, who then pass along their yearning for Verizon in increasing numbers to Apple. What might come of that could be a new map in 2010 and beyond, the iPhone on Verizon’s next-gen LTE network.

  1. Dude, your fanboy is showing.

    Verizon (a dickish phone company) is using a commercial to sling mud at their competitor AT&T (another dickish phone company). The “map for that” is just a clever marketing play. They’re not tarnishing all the goodness that flows from Apple.

    Calm down, hug your iphone — no one is saying anything bad about your iphone. Verizon would *love* to sell iphones. Sadly for them, they can’t.

    Just because I love my iphone, doesn’t mean I love my wireless carrier.

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    1. Of the two metaphors, I believe Verizon has the greater girth, if you will, hence the desire for those like myself—pretty much everyone—for an end to exclusivity. If Apple won’t do it, I hope the FCC forces the issue.

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    2. There are plenty of other phones that are exclusive to their carriers. I’d like to have seen the Android G1 on Verizon at some point, but it’s still T-Mobile exclusive. Sure, it doesn’t have the same market penetration as the iPhone, but the FCC shouldn’t make a special case for Apple…just because they’re Apple.

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  2. I don’t see the relevance of the iPhone in this ad, it just points out that the Verizon network would be better with 3G than AT&T. No iPhones involved here…

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    1. except for the one that the guy in the commercial is clearly carrying and looking frustrated.

      However this map is outdated. It doesn’t have the big swath of new 3g coverage in central michigan. For some reason att decided Mount Pleasant was a better place to put 3g than the tri city area. Oh well.

      I also still ask the question. What does Verizon consider 3g? I’d be willing to bet they consider 3g being ANY data that they offer on their network, not only broadband services.

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  3. I long for the day that I can use my iPhone 3G as a 3G. I have to drive two hours to get to the nearest 3G signal. AT$T ought to have plenty of money to upgrade their network. I’ve given them thousands myself. What gives?

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  4. Confirm those maps, and you’ll see they’re not accurate.

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  5. Oops. That’s what I get for posting a 4am… I had in mind the regular coverage maps.

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  6. [...] It’s not hard to see that AT&T is behind the curve in bolstering its data network to meet the demand of its customers. So far behind the curve, in fact, its competitors can afford to take legitimate shots at them in television commercials. [...]

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  7. MediaCurves.com conducted a study among 403 Americans who viewed the new “There’s a map for that” Verizon Wireless ad. Results showed that one-third of non-Verizon Wireless customers reported they would be likely to switch their wireless phone carrier to Verizon Wireless. An overwhelming majority of respondents (94%) reported that the Verizon Wireless ad was effective, with 39% indicating that is was ‘extremely effective’ and 51% reporting that it was ‘somewhat effective’. More in depth results can be seen at:
    http://www.mediacurves.com/Advertising/J7597-VerizonAd/Index.cfm
    Thanks,
    Ben

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  8. [...] the iPhone, a condescending teaser for an upcoming Android-based phone, Droid. However, unlike the first ad, which rightfully attacked AT&T’s anemic network coverage and dependability, the Droid ad [...]

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  9. a whopping 403 americans… that’s a research bureau to be taken serious!

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    1. SHRIKEE,
      The 403 Americans used in this study reflects a randomly selected sample that came from a large national panel. This panel is matched to the demographics and characteristics of the US population. With the current sample size used for this study we are operating on a 95% confidence level, which is standard for this industry. As such, our results are statistically relevant and generalizable the the US population.
      Thank you for your concerns with our sampling method.
      Ben

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  10. There is MAP for that ATT

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