Won first place nationally for the best 4G LTE network with the fastest overall speeds and best performance.

PC Magazine went to a lot of effort to test the data speeds of America’s wireless providers, traveling to 30 U.S. cities sampling both 3G and 4G wireless networks to see which carrier delivers the most consistent and fastest results.

After 240,000 lines of test data, the magazine declared the results a bit “muddy.”

They have a point.

Depending on which carrier’s flavor of “4G” is being utilized, where reception was strongest, how much spectrum was available in each tested city, and how many people were sharing the cell tower at the time of each test, PC Magazine was able to deliver the definitive results. And it was effectively a draw.

Verizon Wireless achieved victory in 19 cities, AT&T won in ten others, and T-Mobile came in pretty close behind, and that carrier does not even operate an LTE 4G network. But taking all factors into account, including upload and download speeds, whether or not test downloads actually completed, and whether streamed media was tolerable, Verizon Wireless won first prize nationwide.

But by how much?

Not enough to matter, if you are using Verizon, AT&T, or T-Mobile.

But the results do offer some things to think about.

1. MetroPCS is a mess. Despite the fact this smaller carrier is building its own 4G LTE network, results were simply terrible. Either its backhaul network from cell towers offers lower capacity or its backbone network is screaming for an upgrade.
2. Cricket was not willing to participate in the test. Their network, still 3G, delivers dependably “meh” results in the places where they actually provide coverage. The company has been reducing data allowances on their mobile broadband plans and raising prices on others. In one conference call with investors, company executives admitted they have been losing mobile broadband customers and expect that to continue at the prices they are charging.
3. Sprint needs their forthcoming 4G LTE network more than ever. Their 3G data service turned in mediocre results and their 4G WiMAX network was yesterday’s news a year ago. Sprint’s 3G network is also notorious for dead-end downloads, a situation I have witnessed on friends’ phones for several months.
4. Verizon Wireless remains far ahead of AT&T in covering more cities with their 4G LTE network. But more customers are also starting to use Verizon’s newer network, and the more customers piling on, the slower the speeds get for everyone. AT&T turned in some superior speed results in several cities, but those networks are often used less than the competition, for now.
5. No network is good if you cannot afford to use it. As America’s wireless carriers keep raising prices and reducing usage allowances to keep data usage under control, there will be a breaking point where customers decide the money they spend for wireless data just is not worth it, especially if they live in a place where Wi-Fi is free and easy to find.
6. What you test today will probably be different tomorrow. Wireless networks are constantly evolving and changing, with a wide range of factors contributing to their overall performance. Perhaps a more useful test would have been measuring how wireless carriers respond when their networks need upgrading and how long it takes them to respond to changing usage patterns. Verizon seems particularly aggressive, AT&T less so based on these results. The real surprise seems to be how well T-Mobile’s older technology is performing, and how quickly Sprint is now falling behind. On Cricket and MetroPCS, “you get what you pay for” seems to apply.

Consumer reporters across the country say Verizon’s boasts of savings for consumers on their new “share everything” plans are hardly universal. Many customers face significantly higher cell phone bills switching to Verizon’s new revenue-boosting plans that eliminate voice minutes and texting allowances.

[flv width=”360″ height=”290″]http://www.phillipdampier.com/video/WCPO Cincinnati Verizon Savings Not So Much 6-18-12.mp4[/flv]

WCPO in Cincinnati’s John Matarese reports why Verizon’s new pricing plan will cost many customers more. (2 minutes)
 [flv width=”360″ height=”290″]http://www.phillipdampier.com/video/WPTV West Palm Beach Verizon Share Plan 6-18-12.mp4[/flv]

WPTV in West Palm Beach talks with CNET about how consumers will need to become better educated to avoid the potential bill shock that comes from expensive, usage-restricted data plans. (2 minutes)
 [flv width=”480″ height=”290″]http://www.phillipdampier.com/video/WWLP Springfield Verizon New Plans 6-15-12.mp4[/flv]

WWLP in Springfield, Mass. informs consumers how quickly they can burn through Verizon’s new $50 1GB wireless data plan. (1 minute)

Kuittinen

Forbes Magazine has been pondering Verizon’s radical shift to eliminate buckets of voice minutes and text messages, while increasing prices on wireless data just when mobile broadband is expected to become the new profit center for wireless phone companies. It appears Verizon is well on the way to milking the data cash cow.

Tero Kuittinen notes Verizon Wireless has been on a rate increase binge, primarily by eliminating cheaper plans in favor of those with bigger buckets for voice and text services customers simply don’t need. What used to cost $50 a month two years ago for a respectable minute plan jumped to $70 for a smartphone with data, and now will increase another $20 to $90 a month, and give customers a smaller data allowance.

Verizon Wireless argues customers will get more bang for their buck, and for heavy voice, mobile hotspot and texting users, they may be right. But for the average customer who watches their voice minutes and keeps texting to a reasonable level, prices are going nowhere but up, whether you want unlimited voice and texting or not.

Q. Will Verizon Wireless herd all of its customers to unlimited voice calling at a higher price? A. Yes!

Why is Verizon taking the risk of alienating consumers by forcing them into a major price hike?

Forbes magazine reports that Verizon Wireless shareholders can expect the company to enjoy fatter profits and reduced capital expenses from the upcoming deletion of grandfathered unlimited data from the company’s roster of data plans.

Trefis, a Wall Street analysis firm that uses MIT-developed modeling technology to predict future company performance, reports Verizon is on the verge of “monetizing every last byte of data that is transferred on its network.”

Verizon’s decision to end unlimited — announced by the company’s chief financial officer at a recent Wall Street conference, will compel customers upgrading to a 4G-capable phone to forfeit their unlimited plan in favor of tiered data.

With Verizon’s 4G network up and running in a large cross section of the country, the wireless carrier has an interest in moving customers to its more efficient LTE platform, which can sustain greater data traffic. With a de-emphasis on 3G, Verizon will be able to reduce capital investments required to maintain that older technology, yet enjoy the financial benefits monetized data usage will bring.

Verizon also plans to introduce shared family data plans, letting customers share a single usage allowance across multiple data devices. But Trefis warns Verizon it must avoid pricing that plan too low, because it could cannibalize the average fees collected from each subscriber (ARPU) who would otherwise have to pay Verizon for a data plan for every device. Instead, Trefis recommends Verizon price family share data plans in a way that keeps ARPU levels stable, which means consumers would not see much savings from the plans.

More importantly, shared data plans will set the stage for explosive wireless data revenue growth in the future, as customers get used to paying connectivity charges for every wireless device, appliance, automobile, and other future technology that supports so-called “machine-to-machine data exchanges” that could become commonplace in the next few years.

“Done right, Verizon could see higher ARPU levels in the coming years as subscribers increasingly use data intensive applications on its speedier 4G network and the carrier is able to monetize every byte of data that the subscribers use with its tiered data buckets,” Trefis recommends.

Verizon encourages customers to pig out on wireless-delivered streaming video.

Despite claims of a looming data usage crisis created by insufficient wireless spectrum, Verizon Wireless is introducing a new app that will encourage customers to find and watch streaming video on their mobile devices.

Viewdini premiers today on the Android platform, and Verizon hopes customers will use it to hunt down their favorite videos from Netflix, Hulu Plus, mSpot, and Comcast Xfinity, all from the Verizon Wireless app.

“We are just seeing a hunger for people wanting to watch video,” Verizon Wireless CEO Dan Mead said in an interview with AllThingsD. “I think this will capture the audience’s imagination.”

If customers use it to stream bandwidth heavy video on a tiered data plan, Verizon will also have the customer’s attention when the bill arrives.

Viewdini, considered one of Verizon’s “key product launches” for the year, does not amount to much on examination. The service does not host videos, it merely indexes them from other videocentric websites. The app will be exclusive to Verizon Wireless, but is not the company’s first foray in the competitive video streaming marketplace.

The Verizon Video app offers streamed video entertainment, but with a twist. Many titles offered by Verizon Video cannot be accessed while on Wi-Fi and require the company’s 3G or 4G network to watch, which counts against your usage allowance.

Mead

There is no indication yet whether Viewdini will have similar restrictions.

While Mead claims the company has several early warning indicators for customers approaching their monthly usage cap, he admits the company hopes to make additional revenue from customers who choose to exceed their allowance and buy additional data.

“We look at it as great flexibility for customers,” Mead called that choice.

While Verizon joins other wireless carriers in calling urgently for additional wireless spectrum, its marketing department does not recognize any wireless data shortage, and continues to introduce new products that encourage their customers to use an increasing amount of data, from which Verizon admits it will earn an increasing percentage of its revenue.