Industry Analyst Jeff Kagan on AT&T, Verizon, Sprint, T-Mobile, US Cellular and C Spire Holiday Marketing Strategies

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Technology Industry Analyst Jeff Kagan is available to speak with reporters, or may be quoted through this release.

Jeff KAGAN, Industry Analyst

Technology Industry Analyst Jeff Kagan is available to speak with reporters, or may be quoted through this release.

The fourth quarter holiday shopping season can be the most important period for sales among wireless carriers, according to FierceWireless.com, Nov 22.

Tech analyst Jeff Kagan offers comment.

“The fourth quarter, holiday shopping season is when wireless carriers typically sign up most customers. That’s why they spend the most on advertising, marketing and public relations during the fourth quarter.” Says Wireless analyst Jeff Kagan.

AT&T Mobility and Verizon Wireless spend the most on marketing. Last year, in 2012, Verizon spent $476 million. AT&T spent $364 million. Sprint spent $222 million. T-Mobile spent $234 million. US Cellular and C Spire Wireless also spend more on advertising as well.

“The question now is how much will each spend this year? Cyber Monday, after Thanksgiving, should be the biggest spending day in history. It is expected to grow 20 percent. So expect to see more this year than ever before.” Says Principal analyst Kagan.

“Another question is will Sprint and T-Mobile do anything different this year? You would expect there to be something different. After all, Sprint was acquired by Softbank and T-Mobile got a new CEO one year ago. So both are reinventing themselves right now. This is a great time for new messages. It will be interesting to see what is coming.” Says Kagan.

“I expect both AT&T and Verizon to once again win big this holiday season. I don’t expect to see Sprint have a stronger holiday season yet. Hopefully they can hold their own. We are expecting a recovery from Sprint. The only question is when will it start? I do expect T-Mobile to see an uptick. How much is one question. Who will they win customers from is another.” Says Kagan.

“US Cellular had a rough year. I don’t expect them to grow during the holiday season. Hopefully they will hold their own. C Spire seems to be doing strong business. They are transforming from a wireless carrier only, to a provider of other services like high speed Internet in the southeast. I expect to see them continue with strong growth during this years holiday season.” Says Kagan.

“The wireless industry is changing once again. Customers are buying more and more devices with a wireless connection, so carriers are trying to get every aspect of a customers wireless spend. This is a key trend that is growing over the last few years, and is expected to continue going forward.” Says Kagan.

“Will all this messaging make it any easier to choose a carrier? Not really. With all this messaging in the marketplace, it’s like every carrier is shouting in your ears. So focus, and choose your carrier the same way you always do. Choose based on which carrier gives you the best quality connection where you spend time. After that, choose based on the level of advanced services, wireless Internet speed, innovation, or lowest cost, depending what your needs are.” Says Kagan.

“So this years holiday shopping season should be stronger than ever for many wireless carriers. Which will do the strongest new business is the next question. Stay tuned.” Says Kagan.

About Jeff Kagan

Jeff Kagan is a Technology Industry Analyst, consultant and columnist. He is regularly quoted by the media over the last 25 years.

He offers comment to reporters and journalists on wireless, telecom, Internet, cable television, IPTV and other tech news stories.

Kagan is also known as a Tech Analyst, Wireless Analyst, Telecom Analyst and Principal Analyst.

Reporters: Jeff Kagan sends comments by email to reporters and the media. If you would like to be added to this email list please send request by email.

Clients: Contact Jeff Kagan to discuss becoming a consulting client.

Contact: Jeff Kagan by email at jeff(at)jeffKAGAN(dot)com or by phone at 770-579-5810.

Visit his website: at jeffKAGAN.com to learn more and for disclosures.

Twitter: @jeffkagan

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