But what can marketers expect from the proposed merger?
The merger would give AT&T 130 million subscribers, making three out of four mobile subscribers in the country an AT&T or Verizon customer. Which means three out of four mobile subscribers will have access to the iPhone possibly making Apple the dominant OS and smartphone provider.
And, as with the Verizon-Alltel merger, it could mean one less wireless carrier whose guidelines need to be considered before launching a mobile campaign, bringing a standard set of guidelines one step closer.
To get more insight into the proposed deal, I chatted with Dave Lawson, one of Knotice’s resident mobile experts (and frequent Lunch Pail contributor).
“This should hopefully help to slightly consolidate some of the approval processes it takes to get SMS/MMS campaigns up and running,” Dave said of the merger.
If the deal is approved, Dave noted that we lose T-Mobile as a brand. This may not sound like much of a loss, he said, but their customers historically have loved them. Plus, they have been as innovative as you can get in their device deals (think Google G1 and Sidekick), product risks, and even on the marketing side of things. This could be a big benefit to AT&T if they can preserve the best of that essence.
What are your thoughts on the proposed merger? And of course, stay tuned to The Lunch Pail for updates.