Note that Casey has added some additional information about this merger and its developments in recent weeks. Read this post, then jump over here to read all of the new developments and answer the remaining questions, like why we’re still seeing Alltel ads in May when the merger was completed in January.It obviously means there is one less carrier whose guidelines need to be considered before launching a campaign. One less carrier makes it easier for marketers struggling to adhere to another nuanced carrier guideline. The merger puts the largest wireless network under one set of guidelines, making a standard set of rules and regulations a little closer.
There’s chatter about whether the merger will be a benefit for customers. The biggest wireless carriers will continue to buy up smaller ones (and maybe even merge with some major ones). It’s been suggested that prices will become stagnant, giving customers fewer pricing options when purchasing plans.
The lack of a price drop in customer plans could slow the adoption of mobile marketing as customers hesitate to purchase expensive data and messaging plans that are all similarly priced across all active carriers. So, while this merger is good in that it simplifies guidelines, it’s important for prices to remain competitive across the remaining solo carriers to continue to encourage adoption.
As a side note, though the merger has been completed, Alltel will continue to use its brand until its networks, billing systems and other services are integrated with Verizon’s.
Verizon has also been in the news lately for their attempt to increase the rates for text messaging. Needless to say, anything that the largest mobile carrier does will be newsworthy now – it’s worthwhile to take note of Verizon’s activities as they are likely to pace the industry.
For now, just continue to enjoy the “Chad” commercials… while you can.
2 Comments
Talk about an interesting customer experience! While it doesn’t surprise me in the least to see Alltel getting picked up it’s going to be very interesting to see how the Alltel customer base responds to the Verizon mantra. Alltel’s marketing and business method has been so centered around NOT being Verizon/ Sprint/ At&t that it would seem very possible customers could rebel if Verizon tries to force their systems onto the customer base.
The example of text messaging fees is exactly the kind of thing which is not going to go over well with a customer who bought a plan to be free from fees and rate hikes.
On the other hand the merger may help consumers if Verizon (and then the other networks) are forced to address the style and pricing expectations of the new customer base.
I imagine if Verizon does do anything to impact the existing Alltel customers we’ll see a whole lot of tweets/facebook comments going off at them.
As a alltel/verizon customer I am very angry. I have three accounts with alltel but only one is going to be switched to verizon. I have made calls to both companys trying to get all three accounts with one company. Needless to say I got nowhere its not there problem they say. I say there is a law suite in the making.
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