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	Phil's Blogservations Thursday, November 18, 2004 Posted by philgomes 1:06 PM The Cost Of Complicated Marcom: $3B The Cost Of Complicated Marcom: $3B According to a recent study, confusing marketing from the wireless providers costs them $3 billion in revenue. Described as highlighting a "clarity opportunity" (oh, my), we now have a study that clarifies what we all pretty much already know — people aren't going to buy what they can't understand. Even then, get a load of this: The company voted to have the worst marketing brochure offered the clearest description of the calling plan. Sprint PCS garnered the most criticism with 56 percent of those surveyed saying they "would definitely or probably not subscribe to Sprint" after viewing the calling-plan brochure. Just over half of those surveyed came to the same conclusion for Verizon Wireless, while Cingular and T-Mobile USA turned off 39 and 38 percent of respondents respectively. Sprint PCS did much better in customer comprehension of its pricing plans with 68 percent of those surveyed correctly answering the test question, followed by 57 percent for Verizon Wireless, 46 percent for Cingular and 33 percent for T-Mobile USA. Guess what wireless service your favorite blogger uses? HOME | OBSESSIONS | FAQ | HEROES | CAREER | BLOG | CONTACT Note that the views expressed on this site do not necessarily reflect those of Phil's employer, its business partners, its clients, or anyone or anything that doesn't come from Phil.	ABOUT THIS BLOG This blog not only discusses PR and media matters, but Phil's everyday observations about a variety of topics. EMAIL phil[at] philgomes[[dot}]com SYNDICATE Feedburner ARCHIVE YAHOO! IM SKYPE WISH LIST PITCH POLICY MY PHOTOS www.flickr.com Photostream RSS Enter your Email Powered by FeedBlitz COMMENT AND TRACKBACK POLICY Comments and trackbacks are unmoderated, though I will delete the patently offensive ones. Any comments and trackbacks are the opinions of the individual writer of those comments and trackbacks, and not those of Phil Gomes, his employer, its clients, or its business partners. If you have a bone to pick, bug the people who wrote the comment or trackback.