Dear Cell Companies: Event Upgrades Aren’t News. They Tell Us Your Network Stinks.

Are you getting as tired of this as we are? Every time there is a big sporting event now, the major wireless carriers in the U.S. are racing each other to put out press releases saying how the companies are rushing extra gear to the event stadium and surrounding area, all to ensure good performance of their customers’ devices. We hear tales of new antennas, new infrastructure equipment and the now-ubiquitous COWs, aka cell trucks on wheels. Is this news?

No. What it means is that the wireless networks stink, and the companies are trying to make a positive out of what is really years of neglect and shortsightedness in network design and deployment. This week’s offender is Verizon Wireless, which wants you to know that among other things it has “installed powerful base station equipment for both the 4G LTE and 3G networks inside the arena” for the upcoming NBA All-Star Game in Orlando, and “recently completed high-tech in-building systems at various hotels and other facilities in the Orlando area.”

Wow, “high-tech” systems! What will they think of next?

And for the Daytona 500, an event that has roughly been going on since cars were invented, Verizon needs to truck in a couple COWs (“each featuring a 75-foot telescoping antenna and advanced hardware for both 4G LTE and 3G voice and high-speed data channels”) because apparently the existing network in the greater Daytona area will fall to its knees when the hundreds of thousands of “race fans” gather there later this week for the NASCAR season opener.

Leaving aside the offensive tone of the press releases, which assume a level of ignorance on the customer/press part (what exactly is a “high-tech” system, and how does that differ from the old stuff? Was that all coal-fired?), the bottom line is that Verizon and other carriers who put these press releases out are glossing over the fact that their standard cellular system deployment is way behind the times, especially in areas surrounding big sporting arenas. Even though the iPhone revolution has been going on now for almost 5 years, it seems as though carriers are still being caught by surprise by fans showing up at games wanting to use those whizzy phones that Verizon, AT&T and Sprint are selling them.

Get over it. Get out there and rebuild those networks, and make the necessary extra improvements around stadiums. You’re certainly charging folks enough to be do so, since your execs are all pulling down Prince Fielder paychecks. So spare us the “news” about having to compensate for bad network design and deployment. And get more of that “high-tech” stuff out there.