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Verizon customers experienced the fewest network interruptions compared with customers on all other major networks in the six US regions covered by J.D. Power's annual US Wireless Network Performance Study.

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The metric reflects the prevalence of network performance issues per 100 connections across call, messaging, and data quality. Of the Big Four US carriers, Verizon posted the fewest performance issues in all six regions, with a nationwide average of 7.7 issues per 100 connections, followed by T-Mobile (10), AT&T (11), and Sprint (12.8).

To maintain this network quality in the 5G era, Verizon needs to acquire spectrum that is currently in limited supply. Verizon's messaging to US consumers centers around its network quality, as it claims to have the "nation's largest, most reliable 4G LTE network."

But the carrier's ability to replicate its 4G network quality in the 5G era remains uncertain: While Verizon had the largest holding of mmWave spectrum as of 2019, it notably lacks mid- and low-band spectrum that will be critical to offering 5G service outside of big cities, where mmWave deployments work best. Since AT&T and T-Mobile bought $1.8 billion of spectrum at auction in June 2019, Verizon appears keen to seek alternative sources, as it acquired licenses directly from private entities such as the Virginia Tech Foundation.

Verizon may need to explore alternative strategies to signal network quality at the onset of the 5G era. Network quality has long been a core part of Verizon's strategy to keep subscriber churn low and lure new customers onto its network.

While the company awaits further spectrum auctions to expand its network functionality, it can explore alternative solutions to maintain this competitive advantage. For instance, though AT&T has indicated that it will await the Federal Communications Commission's (FCC) priority license auction before using the publicly available CBRS band, Verizon has already deployed antennas in its network that work with the band, and it could accelerate further deployment in the near term.

Alternatively, Verizon could shift its marketing efforts around its present 5G strengths, including its proficiency in delivering high-speed connectivity in big cities through mmWave. US carriers seem to be using the dawn of the 5G era to amend their perceived value proposition and image with customers — the New T-Mobile being the most significant example. But this also means that Verizon will likely need to reaffirm to customers that its network quality persists in the 5G era, creating an opportunity for AT&T, T-Mobile, or Sprint to persuade consumers of their superior network quality.

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