Note: There is a correction to Verizon's 2007 satisfaction score, which is 71, not 61.
In 375 (ADEP), we discussed the Apple iPhone & AT&T exclusivity deal. I was out of the country when it launched (it still isn't available in Canada), so I missed the huge buzz and only read about the hype on tech blogs and Wired. Well, typically all phones make it to all 4 major carriers, but this exclusive lock-in with AT&T creates a tremendous amount of value for that carrier, which (ideally) fosters a huge commitment to the alliance. At the time of the deal, AT&T was the market share leader: AT&T 27.1%, Verizon 26.3%, Sprint Nextel 23.6%, Others 11.9%, & T-Mobile 11.1%, so Apple was going with the largest base. In terms of 2007 customer satisfaction numbers (a key marketing metric), wireless telephone carriers are in the high 60s and low 70s on a 100-point index. AT&T is up from being in the low-60s, but is still a lackluster 68. Verizon is a 71. The worst of the majors is Sprint Nextel at 61. All others are 68 and T-Mobile is 70. Strategically, what would you do? You would probably want to know which carrier has the best customers, in terms of "technographics" (technology usage & demographics).