There are times when a company should not go to court, but AT&T have not really learnt this lesson.When it sued Verizon for its US advertisement which showed a map of holes in its 3G coverage it did not seem to realise what effect it would have on the world.

AT&T might have been upset that the advert did not point out that its customers could switch to 2G in areas where 3G coverage was weak but taking Verizon to court is proving to be an own goal. Verizon's reply to the court does not seem to be written in the usual language. Normally an outfit is so worried about what the rivals might do it couches its replies to the court in extensive legal jargon.

However in this case the reply is simple "AT&T did not file this lawsuit because Verizon's "There's A Map For That" advertisements are untrue; AT&T sued because Verizon's ads are true and the truth hurts." Verizon goes on to accuse AT&T of failing to adequately expand its 3G coverage to match demand for its smartphones.

It will be impossible for AT&T to argue and to make matters worse the weak points of its networks will be debated and mocked in court. AT&T should fire whatever executive thought that such a court case was a good idea. It will cost them money and will provide Verizon with much free advertising.