Verizon sets its sights on Apple, AT&T in ad campaign

[AppleInsider]

Verizon has upped the ante in its battle versus Apple and AT&T, airing a series of ads which make claims of AT&T's lack of 3G coverage and iPhone shortcomings.

In a 30 second advertisement which first aired Saturday during the ALCS baseball game, Verizon unveiled a new ad targeting the iPhone. The ad, which greatly resembles Apple's stylized spots, listed several of the iPhone's proposed weaknesses when compared to Verizon's new Droid smartphone with the tagline "iDon't."

No real details about the Droid phone were presented in the spot, instead viewers were directed to a Web site where e-mail addresses could be submitted for more information.



This is not the first ad that has specifically lampooned the iPhone. Verizon also released an ad which compares the 3G coverage of their service to that of AT&T's, using the tagline "there's a map for that." It parodies Apple's own iPhone advertisements, which have famously touted that "There's an app for that."

Verizon was one of the carriers that Apple originally looked to before the initial launch of the iPhone, but Verizon ultimately passed on an exclusive 5-year deal, citing a variety of issues from Apple royalties to customer care.

[ View this article at AppleInsider.com ]

[aaarrrgggh]

Nice visuals, but pretty lame. Brings more attention to idont.com, which is squatted. Going to be an interesting turn in the industry soon... we'll have to see what shakes out.

[weyforth]

iDon't get it.. :S

[camarobh]

My very non-technical wife, who has an iPhone 3G, watched the "Droid" add. She quickly knew it was against the iPhone, had no clue what "Droid" is or means, and has no desire to figure it out. Most of the add talks about a competitor, and most consumers won't know, or care, what "droid" is.

Having said that, I hope any android phone on Verizon is at least somewhat successful so Apple will continue to be motivated to further innovate with the iPhone.

[frugality]

They make some good criticisms.

I find it funny that Apple is hurrah'd when they make fun of Microsoft or Dell, but then people poo-poo anyone who does the same to the almighty Apple. "You can dish it out but you can't take it" comes to mind.

[noexpectations]

Wonder if Verizon already knows that they are years away from being able to support the iPhone (when their 4G Network is up and running). Hence, the iPhone is now the 'enemy' for years to come.

[monstrosity]

Originally Posted by frugality

They make some good criticisms.

I find it funny that Apple is hurrah'd when they make fun of Microsoft or Dell, but then people poo-poo anyone who does the same to the almighty Apple. "You can dish it out but you can't take it" comes to mind.

Thats because apple make good products and microsoft....
Well, you know the story.

[kotatsu]

All valid points. The iPhone has some glaring omissions which the competition will capitalise on. Competition = good.

[sheff]

As stated by the guy above, it seems like verizon is not going to get iPhone any time soon, which leaves T-Mobile as the most likely next provider to get it (since they already support visual voicemail and other features via Deutsche Telekom.

The ad itself is not too factual, as iPhone does have multitasking (u can listen to music and browse the web for example) just not for all apps. I had the chance to try out multitasking via jailbreak, I would say that it was the right move by apple to limit multitasking, as it does eat away at battery life, providing no real benefits.

As far as taking pics in the dark, I doubt droid would do too well in this category.

Anywho, I like the android platform, and I think it is a good competitor to iPhone OS. It is open (so is OSX, sort of) and its developer base will only grow. This will challange but will not destroy the iPhone platform.

The only odd one out is Windows Mobile, but honestly I think 6.5 is fairly good, though I still think that WinMo will always be lagging behind due to apparent distate of microsoft to outside developers (as evidences by lack of app store for the zune.)

[addabox]

Originally Posted by frugality

They make some good criticisms.

I find it funny that Apple is hurrah'd when they make fun of Microsoft or Dell, but then people poo-poo anyone who does the same to the almighty Apple. "You can dish it out but you can't take it" comes to mind.

Except Apple doesn't make fun of Microsoft or Dell, they make fun of "PCs."

Moreover, this isn't a phone competitor calling out Apple, this is Verizon, a carrier.

There's a world of difference between Verizon the telecommunications company attacking a single phone that they don't have on their system and Apple gently mocking the entire rest of the generic PC industry.

Is Verizon competing directly with Apple now? If so, doesn't that tell you all you need to know about how Verizon sees itself, and why Apple's with them went nowhere? That is, if Verizon's long history of crippling phones in order to fit them into Verizon's idea of how everything should work hadn't already clued you in.

[drknite30]

What I don't understand is everyone just looking at this as iphone vs. Verizon. Nobody seems to be upset of the line 5 year exclusive deal. Why should I buy a phone and get stuck to one carrier. How is that capitalism? Why can't I buy the best phone out there and go to the best service out there. Wake up people.

[addabox]

It'll be interesting to see what Verizon has done to Android when Droid is released. Some people have noticed that, while ostensibly a Motorola handset, the name "Droid" has actually been licensed from Lucasfilm to Verizon.

Verizon seems to be heavily invested in the idea that they're never going to be relegated to being a dumb pipe, and that they're a player in mobile computing industry.

I don't think that's a good idea, because it means that their handset are inevitably going to be biased towards services that benefit Verizon. I would be like if AOL had decided that they needed to make computers that played to AOL's profit centers-- maybe semi-successful for a little while, but ultimately self-defeating.

[ALBIM]

I don't think Verizon realizes that everyone wants the iPhone if they're stuck with a contract on verizon. I know I'm not buying another phone until the iPhone comes over. It might be a long wait...

[addabox]

Originally Posted by drknite30

What I don't understand is everyone just looking at this as iphone vs. Verizon.

Um, because it's a thread about Verizon running an ad pitting itself against the iPhone?

Nobody seems to be upset of the line 5 year exclusive deal.

There are lots of threads where people do little but bitch about this. Do you require every thread to address your concerns?

Why should I buy a phone and get stuck to one carrier. How is that capitalism? Why can't I buy the best phone out there and go to the best service out there. Wake up people.

Oh, I dunno, why does any phone get exclusive carrier deals? Why can't I run every game on the market on any game console? Why doesn't my Comcast box play back Hulu content? Why doesn't the Zune work with Macs?

It's like a socialist death camp out there.

[Dlux]

So where are all the ads targeting RIM's latest offering? Or the Pre? Or even a single WinMo phone?

It's pretty clear at this point that the iPhone, with all its faults, has upset the decade-old status quo in the so-called 'smart phone' universe. What's funny by omission is that no one even bothers to compete with the iPod anymore (except for that money-furnace up in Redmond.) I can't predict that Apple's tablet will continue this level of success, but if it does...

[wobegon]

iDon't have phones people want, so I'm going to spread misinformation and tease an unreleased 'iPhone Killar.' >.>

[sippincider]

So much for Verizon ever carrying the iPhone. A big bridge has been burnt.

Some may cheer at the flames, but a potential (and major) alternative iPhone carrier has just disqualified itself.

[sdbryan]

Originally Posted by frugality

They make some good criticisms.

I find it funny that Apple is hurrah'd when they make fun of Microsoft or Dell, but then people poo-poo anyone who does the same to the almighty Apple. "You can dish it out but you can't take it" comes to mind.

Snarky ad campaigns are no substitute for shipping real products. I'm not a big fan of the continuing "I'm a PC..." ads but there are actual products available for sale that correspond to the ads. I would just echo what others have said here: bring it on, please. Apple needs some actual competition in order to benefit the consumers. Relatively or completely content free campaigns like this and the laptop hunters ads don't provide technically accomplished products, just marketing to easily impressionable people.

[masternav]

Whoa I thought fruggers was doing some nice satire there - apparently not. And er addabox, why does the 5 year contract really matter? The iPhone is just building itself out in the smartphone space - and shaken the rest of the smartphones out of lethargy and into some serious competition. After two and a half years, its just barely hitting stride - if you take it as simply a device. Take a look behind the device, think about what the device represents in terms of portable computing, stop thinking about it as simply a glorified cellphone and think about where Apple means to go. Verizon doesn't get it - they are blindered by their technology - and their ads reflect that. Who could have predicted the impact that personal computing would have back when everyone was thinking mainframe and "big iron" computers. Unless of course you are terminally myopic and can only think about your precious cellphones and internet devices. Look forward peeps, think outside the box a little.

[drknite30]

The point is how the companies are controlling how people buy products. Finally Congress is doing something about it, forcing the companies to make a universal plug to fit all phone and headsets. And, what you work for Apple or At&T? Why attack someone for pointing out this exclusive crap? What so companies can make more off everyone? Well the little good Congress does at least they are looking into ending this exclusive contracts.

[addabox]

Originally Posted by masternav

Whoa I thought fruggers was doing some nice satire there - apparently not. And er addabox, why does the 5 year contract really matter? The iPhone is just building itself out in the smartphone space - and shaken the rest of the smartphones out of lethargy and into some serious competition. After two and a half years, its just barely hitting stride - if you take it as simply a device. Take a look behind the device, think about what the device represents in terms of portable computing, stop thinking about it as simply a glorified cellphone and think about where Apple means to go. Verizon doesn't get it - they are blindered by their technology - and their ads reflect that. Who could have predicted the impact that personal computing would have back when everyone was thinking mainframe and "big iron" computers. Unless of course you are terminally myopic and can only think about your precious cellphones and internet devices. Look forward peeps, think outside the box a little.

Er, why would you be addressing any of that to me? Read those posts again.

[Eriamjh]

iDon't think this will hurt the iPhone.

Take pictures in the dark? Is there some kind of hidden demand for this feature?

I think the whole swapping batteries issue is kind of dead and not a deal-breaker for most. Is it?

[sdbryan]

Originally Posted by sippincider

So much for Verizon ever carrying the iPhone. A big bridge has been burnt.

Some may cheer at the flames, but a potential (and major) alternative iPhone carrier has just disqualified itself.

You're new around these parts, aren't you. Apple and Microsoft were closest allies at one point and some of Microsoft's flagship products were produced first for the Mac (e.g. Excel). Then Apple and IBM were allied against Intel with Apple using IBM's processor technology. More recently Apple has become a close ally of Intel. This stuff changes with the weather and these ad campaigns are mainly a sideshow. With Apple focused on world standard 3G networks (which Verizon is not) there was very little chance of Verizon being a factor before 4G networks are deployed. That won't be tomorrow or very soon. When the time is more favorable Verizon, which may finally have changed from the most restrictive carrier to something less draconian with its Android adventure, will be judged on what it offers, not what was said in ad campaigns.

[Quadra 610]

Unfortunately for Verizon and its partners, iPhone development will continue. As long as the current team at Apple continues to follow through with their plans, the also-rans will be fighting an uphill battle.

We've already seen these kinds of attacks on Apple. They came from Palm. Worked out great for them, didn't it? Seems the more vocal and vociferous these attacks on Apple are, the bigger they fail.

Lots of vapour and promises from the also-rans. And meanwhile Apple continues to deliver. I'd almost say unless the competition can offer something truly different and radical, it's already too late for them.

[drumrobot]

Originally Posted by Dlux

So where are all the ads targeting RIM's latest offering? Or the Pre? Or even a single WinMo phone?

It's pretty clear at this point that the iPhone, with all its faults, has upset the decade-old status quo in the so-called 'smart phone' universe. What's funny by omission is that no one even bothers to compete with the iPod anymore (except for that money-furnace up in Redmond.) I can't predict that Apple's tablet will continue this level of success, but if it does...

Everyone is trying to crush the best phone.
It's just like a game where everyone gangs up on the winner. One of those games a five-year old might play. Verizon is really slipping.

[michaelb]

The language of the ad surprises me:

The sharp break between the happy, shiny world of the iDon't, with its bright, singsong music, then the dystopian techno grunge of the Droid, makes me think the Terminator is about to arrive.

Seriously, giving the impression that SkyNet is about to be turned on and all that is good in the world is going to be swept away, may be a way to sell it to those who WANT the machines to win, but hey, I'll stick with happy and shiny!

[drumrobot]

Originally Posted by Quadra 610

Unfortunately for Verizon and it's partners, iPhone development will continue. As long as the current team at Apple continues to follow through with their plans, the also-rans will be fighting an uphill battle.

We've already seen these kinds of attacks on Apple. They came from Palm. Worked out great for them, didn't it? Seems the more vocal and vociferous these attacks on Apple are, the bigger they fail.

Lots of vapour and promises from the also-rans. And meanwhile Apple continues to deliver. I'd almost say unless the competition can offer something truly different and radical, it's already too late for them.

Apple and more specifically the iPhone have too much of a head start... everyone else needed to attack it while it was new. Now, they have to kill a phone that has more features than any other phone in the world (via the App Store). Fat chance of that being successful...

[hill60]

Wanna check the web while on a call...

...droid might, vDon't,

Wanna use your phone on an overseas holiday...

...droid might, vDon't,

Wanna load a new ROM, install Skype and Google Voice and only use PAYG data...

...droid might, v????


I work in a phonestore, the powerboard with six chargers for our demo phones has been replaced by one iPhone charger and the appropriate USB cables, the HTC Magic is supposed to be micro USB but isn't, it has a corner cut off.

btw are congress going to force a standard network so all phones work with all carriers, too?

Originally Posted by drknite30

The point is how the companies are controlling how people buy products. Finally Congress is doing something about it, forcing the companies to make a universal plug to fit all phone and headsets. And, what you work for Apple or At&T? Why attack someone for pointing out this exclusive crap? What so companies can make more off everyone? Well the little good Congress does at least they are looking into ending this exclusive contracts.

[Foo2]

Looks like Verizon has some work to do yet on the graphics and audio drivers for their new whatever. Maybe Verizon should stick to doing what they're good at, rather than advertising stuff that doesn't run right.

[Mister Snitch]

Originally Posted by weyforth

iDon't get it.. :S

Heh. I'm pretty sure you're not alone. It's a weak premise.

[Ten]

Originally Posted by frugality

They make some good criticisms.

I find it funny that Apple is hurrah'd when they make fun of Microsoft or Dell, but then people poo-poo anyone who does the same to the almighty Apple. "You can dish it out but you can't take it" comes to mind.

Criticism is fine, even welcome! I just received an infraction from AI, and humbly accept the critique, as I made a verbal mistake.

I'm looking at this from a marketing perspective.

Negative marketing only works for political campaigns, not for selling a product.
This add highlights a competitor, but is confusing as to what to buy as the alternative.
Like the Microsoft Ads, I think it helps Apple, more then hurts it.

Several reasons:

Anyone that actually has an iPhone will not be persuaded to stop owning an iPhone and go with another product. (So the Ad fails) Anyone looking to buy an iPhone, will not be dissuaded either, as there is no value or actual product actually highlighted.

The Ad doesn't highlight anything about the product that it wishes to sell, is confusing, and actually exasperating to someone that might actually be interested in buying the product.

Teasers work for Movies, not for products. Techies see this is vaporware, and will believe it when they see it. Regular people have no idea what the Ad is talking about, and therefore also dismiss it.

Even though I think the end is stimulating visually, it's poor marketing & advertising IMHO & misses the mark at selling a product.

[doyourownthing]

Originally Posted by Ten

Criticism is fine, even welcome! I just received an infraction from AI, and humbly accept the critique, as I made a verbal mistake.

I'm looking at this from a marketing perspective.

Negative marketing only works for political campaigns, not for selling a product.
This add highlights a competitor, but is confusing as to what to buy as the alternative.
Like the Microsoft Ads, I think it helps Apple, more then hurts it.

Several reasons:

Anyone that actually has an iPhone will not be persuaded to stop owning an iPhone and go with another product. (So the Ad fails) Anyone looking to buy an iPhone, will not be dissuaded either, as there is no value or actual product actually highlighted.

The Ad doesn't highlight anything about the product that it wishes to sell, is confusing, and actually exasperating to someone that might actually be interested in buying the product.

Teasers work for Movies, not for products. Techies see this is vaporware, and will believe it when they see it. Regular people have no idea what the Ad is talking about, and therefore also dismiss it.

Even though I think the end is stimulating visually, it's poor marketing & advertising IMHO & misses the mark at selling a product.

making an ad and not having a product to show, seems desperate and vaporware-like...like something m$ would do...

[Ten]

Originally Posted by hill60

Wanna check the web while on a call...

...droid might, vDon't,

Wanna use your phone on an overseas holiday...

...droid might, vDon't,

Wanna load a new ROM, install Skype and Google Voice and only use PAYG data...

...droid might, v????


I work in a phonestore, the powerboard with six chargers for our demo phones has been replaced by one iPhone charger and the appropriate USB cables, the HTC Magic is supposed to be micro USB but isn't, it has a corner cut off.

btw are congress going to force a standard network so all phones work with all carriers, too?

Good point, Verizon's network won't allow simultaneous data connections while on a call. So much for running multiple Apps! Going oversees, using VOIP Apps was invaluable, yet I always had a regular cellular connection no matter which country I was in, if I chose. It was great, no one knew we were away!

[Ten]

Originally Posted by michaelb

The language of the ad surprises me:

The sharp break between the happy, shiny world of the iDon't, with its bright, singsong music, then the dystopian techno grunge of the Droid, makes me think the Terminator is about to arrive.

Seriously, giving the impression that SkyNet is about to be turned on and all that is good in the world is going to be swept away, may be a way to sell it to those who WANT the machines to win, but hey, I'll stick with happy and shiny!

I had the same feeling... like I said, poorly conceived advertising.

[caliminius]

Originally Posted by addabox

Except Apple doesn't make fun of Microsoft or Dell, they make fun of "PCs."

Oh please, you're arguing semantics. Everyone who doesn't have their head up Apple's a@@ knows the ads are attacking Microsoft.

Moreover, this isn't a phone competitor calling out Apple, this is Verizon, a carrier.

There's a world of difference between Verizon the telecommunications company attacking a single phone that they don't have on their system and Apple gently mocking the entire rest of the generic PC industry.

Is Verizon competing directly with Apple now?

Again, semantics. The ad is attacking AT&T. One of the things that makes one network desirable over another is the available phones. Thus Verizon targets a product offered by the competition that they obviously feel is losing them customers.

If so, doesn't that tell you all you need to know about how Verizon sees itself, and why Apple's with them went nowhere?

Because Apple is just as much a control freak as Verizon? Neither was willing to make the concessions necessary to make that partnership work. That AT&T didn't realize the consequences of the iPhone or how Apple would sell them down the river every chance they got or was just too eager to get any advantage they could against their competitors.

That is, if Verizon's long history of crippling phones in order to fit them into Verizon's idea of how everything should work hadn't already clued you in.

What does history have to do with anything? History shows that Apple makes users wait for 3 generations for basic features that other devices have had for years, iPhones and iPods alike. My Verizon phone has features that the iPhone still doesn't have. Bluetooth on the iPhone is practically useless for anything beyond hands free. The physical keyboard on my Verizon phone makes texting and emailing a breeze.

[akhomerun]

droid doesn't do anything, because it's not out, and verizon's web page doesn't even give you any pictures or information.

what a case of clueless marketing. "we'll have a phone out that will do things the iphone couldn't do 2 years ago. our product will be coming out sometime in the future, and we can't show you any pictures, specs, or which hardware manufacturer makes it."

without any solid info, this phone could be 6 months away, by which time apple will probably have another iphone revision out.

iDon't have a real keyboard - Tactile keyboard iPhone knockoffs have been failing to make significant advancements vs. Apple for 2 years. Obviously the iPhone's keyboard is good enough for its consumer base
iDon't run simultaneous apps - The iPhone came out 2 years ago, at which time no phone multitasked. Besides mobile multitasking not being terribly useful, phones that do multitask do so slowly.
iDon't take 5 megapixel pictures - Oh noes, 3 MP vs 5 MP. It would be sooo hard for Apple to throw in a 5 MP camera between now and when the droid comes out.

At this point Verizon runs out of ideas....

iDon't customize - What kind of claim is this?
iDon't run widgets - Umm...could a small iPhone app not be considered a widget?
iDon't allow open development - Anyone with a Mac and $0 can start developing, anyone with $100 can start selling. Again I am holding my breath that Verizon is actually going to allow truly open development.
iDon't take pictures in the dark - something no one wants to do
iDon't have interchangeable batteries - 40 million iPhones and 220 million iPods prove this isn't a concern for consumers.

[Ten]

Originally Posted by kotatsu

All valid points. The iPhone has some glaring omissions which the competition will capitalise on. Competition = good.

The only one that was true, that I agree with, is the taking pictures in the dark. Yes, a flash would be needed. I'm sure if in the future they can accommodate a flash without compromising elsewhere, they will.

However, I'm sure, that someone would make a third party attachment to do this, if the market were really there.

Still bad advertising, most people looking to buy a PHONE are not thinking about taking pictures in the dark. The crappy phones they currently own take crappy pictures, that they barely even use.

The Ad lacks some serious context and appeal.

[caliminius]

Originally Posted by Ten

I had the same feeling... like I said, poorly conceived advertising.

Calling it vaporware seems like a desperate attempt to discredit something you (and I) know nothing about. Since you're a regular visitor to this, you're already aware that Verizon announced they'd have an Android phone in the near future. Having seen the commercial, you now know the name (Droid) and the month it will arrive (November). Hardly sounds like vaporware to me.

It's viral marketing, plain and simple. Show an interesting yet confusing commercial, provide a link to a website and see how many people show up. Hardly a revolutionary concept, but obviously effective given how much the technique is used currently. People have learned to tune out standard commercials so they use something that grabs your attention. The "music" at the end is unique enough that it will grab your attention if you're near a TV when it starts.

[MacTel]

A lot of what they were saying is true. There's no flash on the iPhone and the camera is 3.2 mega pixels. Those are my two harps.

The lack of a physical keyboard, open development standards, and replacable battery are things I don't care about so much.

The real issue for the iPhone is AT&T's network. That's holding back the iPhone software-wise with tethering, MMS (though they have it now), and just having good reception and no dropped calls.

All this coming from a Blackberry and Verizon customer.

[justbobf]

Very nice ad.