Earlier this month we pointed out how ridiculous it was that every mobile operator in the US seemed to somehow claim their network was technically superior. Each worded the claim slightly differently, because when you define the metrics in your own way, you can make anything come out on top. As we noted, Alltel claimed to have the "largest" network, Verizon "the most reliable," Sprint "the most powerful," and Cingular "the fewest dropped calls." It would appear that there's now a bit of tussling behind the scenes over these claims. Sprint claimed that Cingular's "fewest dropped calls" was false advertising, and complained to the National Advertising Division of the Better Business Bureau. Whatever they concluded is secret -- but it would appear that Cingular came out ahead, as they've now gone and filed a lawsuit so that a judge can claim publicly the fewest dropped calls claim is not misleading, while at the same time saying that Sprint's "most powerful network" is misleading. Isn't there something better these companies can do than waste money on something like this? By this point, everyone knows that all of the different networks have their pros and cons, and no one really cares whose network is the most powerful or has the fewest dropped calls. They want to know if the network works for them, if the plans are reasonable and if the phones are decent. That's it. If one firm has the fewest dropped calls, but I live in a deadzone, I don't care about the advertising campaign. If another firm has the "most powerful network," but the phones suck, it's not going to matter either. Instead of squabbling over ridiculous advertising phrases that no one believes anyway, why not focus on giving customers better service?
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