AT&T, the largest US telecommunications group, recently announced their bid to acquire T-Mobile USA from Deutsche Telekom for $39 billion.
The AT&T announcement comes at a time when there has been quite a bit of consumer perception movement in the wireless communications field. Category perception leader Verizon Wireless, another leading US telecommunications company, has been recently trending down on Recommend scores. Since Valentine's Day, the brand’s Recommend score has dropped nearly 16 points from 56 to 40.5 as of March 18. However, since the end of January, Recommend scores for AT&T have trended positively from 5.6 to its current 17.2. The gap in scores between Verizon and AT&T is the closest its been since the beginning of the year, but the distance is still quite wide with more than 23 points.
T-Mobile had been skirting between scores of 7 to 9, recently climbing to 13.4.
When it comes to Satisfaction, T-Mobile has made some recent strides, even surpassing AT&T for 45 days beginning February 8 until about a week ago. AT&T is currently staging a satisfaction comeback on the back of the iPad 2 release, having dipped during February, but now lies just a couple of points ahead of T-Mobile at 19. Verizon has taken a little dip recently of five points, but still remain high.
The past six months of BrandIndex data, which measures consumer perception for the brands, shows that AT&T and T-Mobile will need to translate increased scale and combined networks into a meaningful improvement for consumers in order to gain ground on industry leader Verizon Wireless.