Bigger Doesn't Mean Cheaper

As Cingular and AT&T Wireless get closer to merging and becoming quite the large wireless carrier, a new study is coming out pointing out that it’s more expensive for big carriers to sign up new customers. Unfortunately, the details are weak, so it’s tough to tell if this study makes a real point or not. However, on the face of it, it’s probably not that surprising that a bigger company might need to pay more per customer, as they have bigger, more expensive, national ad campaigns to pay for, while smaller carriers can deal with much cheaper local advertising.

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