Verizon and AT&T are now locked up in a full-blown marketing (and legal) battle over AT&T’s network.

Verizon started the volley when it launched a series of ads comparing Verizon’s 3G network to AT&T’s via their 3G network coverage map – Verizon claims to have 5X the coverage of AT&T by square miles.

AT&T struck back with ads of its own – but in an embarrassing marketing decision, they chose to ignore the issue of 3G coverage altogether, instead focusing on other issues, like 3G speeds (FYI AT&T: my 3G speeds in areas without coverage average 0 Mbps).

Et tu, Luke?

AT&T actually filed a lawsuit against Verizon that their ads are misleading and deceptive.

Which led pretty much everyone who knows anything about the issue to say ‘WHA?’

AT&T, listen, we aren’t morons – Verizon called you out on your 3G coverage. Your 3G coverage is relatively poor, and Verizon’s is (much) better – period. The maps speak for themselves.

Verizon’s ads are not only totally legitimate, but especially *relatable* to the customers who use your network every day. None of us AT&T users even *needed* to see this ad to understand that your coverage is bad – you’ve been called on the carpet on it time and time again.

AT&T needs to stand up and take responsibility for its coverage issues head-on and stop dodging them. The iPhone is seeing better and better competition in the smartphone marketplace and the iPhone won’t be exclusive to AT&T forever.

I don’t think AT&T has a clue had badly this retaliatory campaign against Verizon is backfiring. Its as if they are in total denial. To file suit against a company for a totally legitimate, relevant, and responsible ad promoting its superior service coverage is just sad.

I know myself personally that as soon as Verizon – or even Sprint – has the iPhone (or a better smartphone), I will be glad to switch carriers and go back to the signal quality I previously enjoyed as a Sprint and Verizon customer.

Great article about this on BNET.