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.