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Launching the "There's a map for that" ad campaign touting its nationwide 3G coverage over AT&T, Verizon (News - Alert) Wireless has publicly taken the gloves off.

AT&T has tried to fight back in court with claims the ads are misleading, but a federal judge in Atlanta has declined to give provide a temporary restraining order to block Verizon's ads from being aired. Regardless of how the court case comes out, Verizon is on the march for more wireless customers and AT&T (News - Alert) is likely to be pressed further in 2010.

Verizon Wireless shows a U.S. map almost covered in red – its 3G coverage – side by side with AT&T's coverage map splotted in blue with lots of white space. Underneath, the tag (News - Alert) line is simple: "5X More 3G Coverage."

 

In court, AT&T has tried to argue that Verizon's ads are misleading, implying that customer's can't use their phones outside of 3G coverage; instead AT&T devices default down to slower EDGE networks. AT&T has also published an open letter to customers claiming that Verizon's ads are "blatantly false," but such claims are likely to fall upon deaf ears given the very public issues users and members of the media have had with being able to use their iPhones in such non-rural places as Austin, Texas and San Francisco.

 

Firing back in a 53 page legal brief, Verizon says the ads point out that AT&T has not invested enough to upgrade its networks and that AT&T is suing because "the truth hurts."

OUCH!

The intro to the brief goes on to reiterate Verizon's investment of "billions of dollars" upgrading its 3G network and – oh by the way – AT&T says, yes, the coverage maps are indeed accurate. If you have the time, the brief makes for interesting reading by building a case that effectively hangs AT&T by its own words. It's well crafted and much more damaging than the actual "There's a map…" ads.

No doubt AT&T will continue its court fight until the bitter end, but the damage is done and the ads will continue to run. But AT&T really needs to start thinking about a better strategy for 2010, because Verizon isn't going to stop with harsh language.

If the rumors are true, Verizon may get a crack at its own iPhone (News - Alert) to complement its Android Droid phone. Frustrated iPhone owners and fence-sitters like me might be tempted to make the jump with Verizon's better coverage (and hopefully a real tethering app). Verizon will also start turning up 4G LTE (News - Alert) cities in 2010, providing another contrast between it and AT&T since the latter company isn't planning on trialing the higher-speed technology until next year and turning up cities in 2011.

Verizon's war for more (AT&T) customers is only good news for consumers and businesses since both sides are likely to push the envelope on pricing, pricing plans, and new products in 2010 -- it'll be a good time to shop for a mobile broadband plan.