Make no mistake, that surge has been massive. Says AT&T (T): “Since 2008 AT&T’s network in the San Francisco area has experienced a 3G data traffic increase of 2,000 percent.”

Wow. No wonder my calls kept dropping at that last Apple (AAPL) event in San Francisco (yes, an iPhone 3G repeatedly dropping calls at Apple’s Sept. invitation-only music gathering). In any event, the upgrade, which includes the bolstering of backbone infrastructure, should result in better coverage, 3G performance and in-building penetration.

“More than ever before, customers look to wireless communications to stay in touch with family, friends and business colleagues,” said Terry Stenzel, AT&T vice president and general manager for Northern California/Reno. “The additional spectrum helps to enhance the 3G network so that our customers have the best experience when they make a call, check an e-mail, download a video or song, access applications or surf the Internet on their AT&T device.”

Once again, AT&T (T) argues that coverage maps featured in Verizon’s (VZ) ad are misleading and falsely suggest that AT&T offers no coverage in areas where it actually does service.

“Contrary to the image presented in the Verizon ads, our wireless network is pervasive,” said an AT&T spokesman. “It covers over 300 million people, or 97 percent of the U.S. population. Our fastest, or 3G, network covers approximately 233 million people, or 75 percent of the U.S. population….[Verizon's] use of white space is misleading.”

While AT&T is deadly serious about this accusation, the fact that it must make it by referencing creatures like the Abominable Snow Monster and a pink spotted elephant makes it, well, hysterical.

“The ‘Island of Misfit Toys’ television advertisement is a parody of the ‘Rudolph the Red Nose Reindeer’ television special that depicts an island to which Rudolph travels after escaping an attack from the Abominable Snow Monster,” AT&T argues in its complaint. “The advertisement begins with outdated, discarded toys expressing surprise at the arrival of an Apple iPhone. The red Charlie-in-the-Box says ‘Hey! Check out the new guy!’ The spotted elephant, in a surprised manner, asks the iPhone ‘What are you doing here? You can download apps and browse the web!’ and a Dolly for Sue asserts that ‘Yeah. People will love you [the iPhone].’”

The complaint continues: “In response, a blue AT&T coverage map depicting large swaths of ‘white’ or ‘blank’ space across the United States appears above the iPhone. All the toys exclaim ‘Oh . . .’ in dismay, while the iPhone wilts and its screen turns dark. The toy airplane then assures the iPhone that ‘you’re going to fit right in here!’”

Finally, as AT&T describes it, “AT&T’s and Verizon’s coverage maps then appear and the announcer states, ‘with five times more 3G coverage than AT&T, Verizon Wireless is your destination for great gifts.’ The image of the sad and wilting iPhone on an island of misfit toys falsely communicates that the iPhone is a broken device because it cannot browse the web or download applications when outside of AT&T’s depicted coverage area. Further, the maps in the advertisement deceive consumers into believing that AT&T’s customers have no coverage whatsoever when they are outside of AT&T’s depicted coverage area and thus cannot use their wireless devices in many parts of the United States.”

Verizon’s attorneys are probably doubled over with laughter at this very moment.

Below, AT&T’s amended complaint in its entirety:

VerizonAmendComp _3_ –

“Verizon is displaying maps of the United States that purport to show each carrier’s ‘3G’ coverage. The maps use color to depict the areas of the country in which each carrier has ‘3G’ coverage and blank or white space in the areas of the country where ‘3G’ coverage is not available. Consumers are interpreting the white or blank space on the maps to mean that AT&T customers who are not in an AT&T ‘3G’ coverage area have no wireless coverage whatsoever, and therefore have no ability to use their wireless devices for any purposes in vast areas of the country. This interpretation is not surprising as Verizon, in its own coverage maps, uses white space to inform customers that no coverage of any kind exists. Contrary to the misleading message conveyed by Verizon’s advertisements, AT&T customers can fully use their wireless devices outside of a ‘3G’ coverage area and undisputedly have coverage in areas depicted by the white or blank spaces on the maps used in Verizon’s advertisements.”

– Excerpt from AT&T’s complaint against Verizon

If AT&T’s lawsuit over Verizon’s allegedly misleading “there’s a map for that” wasn’t a public relations mistake to begin with, it will be by the time Verizon gets through with it. Responding to the suit today, Verizon (VZ) rep Jeffrey Nelson used it to stoke public perception that AT&T’s (T) network is inferior to Verizon’s.

“This is a junk lawsuit. It has no merit,” Nelson told Adweek. “It’s surprising that rather than defend the ‘blue’ hot spots on their 3G map, our competitor instead focuses on their white spaces. The maps clearly note that the comparisons are of 3G service, and further note that voice and data services are available in other places.”

Way to draw attention away from Verizon’s claim of a superior network coverage, AT&T.

“We are very happy that AT&T is now supporting VOIP applications,” said Apple (AAPL) spokeswoman Natalie Kerris. “We will be amending our developer agreements to get VOIP apps on the App Store and in customers’ hands as soon as possible.”

But the new policy hasn’t gone over well with AT&T investors. Shares in the company slipped on the news yesterday and they’re falling still further today. AT&T (T) is trading at $26.21 as I write, down more than two percent from its open. Why? Perhaps due to concerns that the carrier might take a revenue hit when iPhone owners who are using telephony services to make cheap calls switch to low-minute voice plans.

As JP Morgan analyst Mike McCormack notes, voice accounts for $50-$60 of the $95 in monthly revenue generated by the typical iPhone user. If the average user were to drop AT&T’s unlimited voice plan ($99.99/month) in favor of its cheapest ($39.99/month), the carrier could lose upward of 20 percent of voice revenue.

That’s an ugly drop. And while AT&T might offset it by raising its data plan rates, doing so would inevitably outrage customers who are already giving it hell for poor coverage and lousy call quality.

That’s the cheeky slogan of a new Verizon ad reportedly set to debut during tonight’s “Monday Night Football” game. Riffing on the tagline from Apple’s iPhone commercials, it essentially turns widespread complaints about the quality, coverage and speed of AT&T’s network into a Verizon marketing campaign–if it wasn’t that already. “Browse the Web and download music and apps, at 3G speed, in five times more places than the nation’s number two wireless carrier,” the ad suggests. “Before you pick a phone, pick a network.”

Quite the sucker punch from Verizon, and a well-timed one too. AT&T’s iPhone exclusivity deal is set to expire sometime next year. And recent reports suggest that Apple, by signing on Verizon as a second carrier partner, could double U.S. iPhone sales in the near term. Verizon (VZ) pointing a mocking finger at AT&T (T) in an ad like this certainly isn’t going to do anything to make AT&T’s negotiations with Apple (AAPL) go any more smoothly.

UPDATE:

Here’s the ad:

[Image Credit: TechFlash]

BoomTown was abuzz with Pixis, Plums and power this week as Kara focused on tech that wasn’t Apple, and reminded us that lady geeks hold the power in Silicon Valley.

While Apple was gathering clouds for its Rock and Roll storm, Palm (PALM) released the teeny Pixi, designed, Palm hopes, to steal some of that Apple (AAPL) thunder. The Pixi smart phone, while smaller and thinner, reported Kara, has fewer features and less power than the already available Pre.

Small can be good in the world of tech, and BoomTown reported that a certain Nordic tech behemoth thinks so too. Nokia (NOK) announced that it had acquired “microsocial networking” start-up Plum, whose signature offering allows users to build smaller, more intimate electronic social networks.

Kara did it “like a boss” this week and highlighted the tech sector mavens from Fortune magazine’s annual list of most powerful women. Ursula Burns of Xerox (XRX), IBM-er (IBM) Ginni Rometty and Oracle (ORCL) President Safra Catz were among those at the top. BoomTown will be at the upcoming conference associated with the Fortune list, so look for Kara’s Flip video interviews with these Titanias of tech.

It was nice of Apple to release new iPods just in time for John’s birthday this week, and Digital Daily returned the favor with high-bandwidth, hard-rockin’ coverage of Apple’s music-themed event, complete with live photos and blogging. John liked the video feature of the new iPod nano, but focused on the biggest news of the week–Apple’s upgraded CEO.

Digital Daily’s Apple coverage didn’t stop at The Steve. Ever since announcement of the exclusive Apple-AT&T (T) partnership, current and would-be iPhone freaks have speculated as to what kind of deal will be struck when that contract expires. John reported that iSuppli prognosticators think the agreement may be extended when it runs out in 2010.

John closed out the week with Twitter leaks about the newest incarnation of Microsoft’s (MSFT) Google-toppler (GOOG), Bing. Microsoft showcased Bing 2.0 at the annual company meeting, which some employees took as a green light to tweet away about the unreleased product. Microsoft HQ was more tight-lipped, telling John only that the rollout would happen over the next few months.

MediaMemo followed the money this week–specifically advertising dollars. A year after the Lehman collapse, Peter cited a MediaPost survey that showed some growth in ad spending. In a down market, Peter reminded, sometimes the only place to go, is up. Let’s hope so.

Not to be left out of Apple’s party, MediaMemo covered the release of an iPhone app from RealNetworks (RNWK) that brings all-you-can-eat music for a monthly fee. Wall Street barely blinked at the deal, but changes may come if the service catches on as competitor Spotify has in Europe.

And while the NFL won’t let players tweet from the end zone, it is upping its tech quotient by bringing blacked-out games to your Internet browser. MediaMemo reported that the lower-attendance games would be available to tech-savvy sports nuts–after midnight on game day. Get out the Fritos and espresso, guys, its game time.

True to form as the Lincoln of our very own Mt. Techmore, Walt’s address this week was aimed at helping the wayward get back on track with a bevy of new iPhone navigation apps. This new breed of high dollar apps harnesses the power of the iPhone 3GS to replace those ever present dash top GPS navigation units.

Walt extended his techno-presidential benevolence with another installment of Mossberg’s Mailbox. Networked storage, Quicken for Mac and the ominously impending switch to Windows 7 were all up for discussion.

At the Mossberg Solution, Katie tested Postbox, software designed to bring novel management solutions to your inbox. Developed by some of the guys from Mozilla, Postbox does offer lots of great features, Katie said, even if the switch to the new tools might not be easy for all.

Lots more shiny new tech talk next week. Stay tuned.

Apple (AAPL) declined to say what other carriers the company might be talking to, but it’s a safe bet that if the company is in discussions with a second carrier, it’s China Mobile. After all, the two companies have talked about a deal before, and while those negotiations stumbled repeatedly over issues like revenue-sharing and hardware localization, it’s hard to believe that Apple would turn its back on the world’s largest wireless carrier.

There are 600 million cellphone users in China and 415 million of them are China Mobile subscribers. That’s a hell of an opportunity to pass up, no matter how difficult negotiating with the company might be.

According to China Mobile CEO Wang Jianzhou, Apple hasn’t passed it up. During the company’s quarterly earnings call on Aug. 20, Jianzhou said specifically that talks between the two companies continue. Just what they might involve is anyone’s guess, although Dan Butterfield at iPhonAsia speculates that they would likely be for an EDGE 2G-only version of iPhone.

“No matter the future of TD-SCDMA, China Mobile will maintain their EDGE 2G network, which has broad coverage and a clear signal throughout major urban zones in China,” Butterfield writes. “In my view, EDGE 2G could be the bridge between Apple and China Mobile. There are hundreds of millions of low-salaried wireless consumers in China who aspire to iPhone. Many have in fact already purchased cheap Shanzhai (iClone) knock-offs. But Shanzhai iPhones are not reliable and quickly become landfill. A low-priced ‘real’ Apple iPhone running EDGE 2G only, might sell by the tens of millions.”

We absolutely will offer MMS on iPhone 3G S in the late summer, once we complete some system upgrades that will ensure our customers have the best experience with MMS. These upgrades are unrelated to our 3G network. … We plan to offer a tethering plan but we don’t have anything to announce today.

– AT&T spokesperson Seth Bloom

Welcome news for folks who love the iPhone, but hate AT&T. The increasing prevalence of exclusivity agreements between wireless carriers and cellphone manufacturers, like the one between Apple (AAPL) and AT&T (T), is drawing some government scrutiny. Four U.S. senators are urging the Federal Communications Commission to review such deals with an eye toward determining whether they unfairly restrict consumer choice and hamper competition. In a letter, the four asked that the Commission specifically consider the following:

• Whether exclusivity agreements are becoming increasingly prevalent between dominant wireless carriers and handset manufacturers

 

• Whether exclusivity agreements are restricting consumer choice with respect to which handsets are available depending on a consumer’s geographic region, particularly for consumers living in rural America

 

• Whether exclusivity agreements place limitations on a consumer’s ability to take full advantage of handset technologies, such as the ability to send multimedia messages or the ability to “tether” a device to a computer for Internet use.

 

• Whether exclusivity agreements are manipulating the competitive marketplace between commercial wireless carriers. Specifically, whether the ability for a dominant carrier to reach an exclusive agreement with a handset manufacturer is inhibiting the ability of smaller, more regional carriers to compete

 

• Whether exclusivity agreements play a role in encouraging or discouraging innovation within the handset marketplace

An interesting list and one that seems to single out AT&T, though it doesn’t mention the carrier by name. Indeed, limiting “a consumer’s ability to take full advantage of handset technologies, such as the ability to send multimedia messages or the ability to ‘tether’ a device to a computer for Internet use” is exactly what AT&T will do later this week when the iPhone 3G S and iPhone OS 3.0 debut without the carrier’s support for their new tethering and MMS capabilities.

And then there’s this: The iPhone 3G S is compatible with high-speed packet access 7.2 technology, which offers theoretical peak download speeds of up to 7.2 Mbps. But AT&T doesn’t plan to begin deploying HSPA 7.2 until later this year and the company doesn’t expect to complete the rollout until 2011.

Finally, the company’s refusal to sell the iPhone in rural areas where it provides only roaming coverage certainly restricts “consumer choice with respect to which handsets are available depending on a consumer’s geographic region, particularly for consumers living in rural America.”

Clearly, if the senators responsible for this letter were looking for a case study for the problems with exclusive carrier-device agreements, they’ve got one ready-made in AT&T.

Team –

Rob

In an announcement reaffirming the device’s pricing (from $199 for 8GB to $299 for 16GB to eligible customers), AT&T said it will sell the iPhone 3G without a contract for $599 (8GB) or $699 (16GB). When? “In the future.”

AT&T will begin peddling the iPhone 3G at its retail stores beginning July 11 at 8 a.m. local time, along with bundled voice and unlimited data plans ranging from $69.99 to $129.99 a month. The company’s posted a handy 3G coverage viewer here. If you’re not quite sure how to find an AT&T store, wait in line, and make a consumer electronics purchase, AT&T has a helpful list of “How to Get iReady” tips for you and some instructional videos as well …