3 dobs in Vodafone over HSDPA speed claims
When an operator says you can get ‘up to 7.2Mbps’ what sort of speed do you actually expect from your mobile broadband modem? According to the the BBC, 3 has reported Vodafone to the Advertising Standards Authority over the wording of its mobile broadband advertising, contending that ‘up to’ just isn’t good enough.
The Beeb says 3 has accused Vodafone of not making it clear that when it says ‘up to 7.2Mbps’ consumers actually won’t get anything like 7.2Mbps. Vodafone says it tells its customers when they buy a device that they shouldn’t expect to get top speeds.
In first days of wired broadband, this argument came up repeatedly and the regulator pretty much decided that putting ‘up to’ before a speed is enough of a caveat for users. For most man-in-the-street users, as long as they can get a service that lets them browse and send attachments in good speed, that’s enough for them. That said, a bit more realism in speed boasts never hurt anyone.
Three are doing the right thing with their broadband, stating realistic values the consumer can achieve for their products. Unfortunately unless they bully the rest of the industry to follow their lead consumers will see the numbers, not understand the context, and assume they’re inferior…
Posted by Ben Smith on April 22nd, 2008 at 10:39 am.I have a VOD 7.2 Mbit s modem. It is phenomenal. 5 Mbit s down link in central London. Posted from my N95.
Posted by Gabe on April 22nd, 2008 at 10:49 am.The Irish mobile broadband operators have had to get rid of the “up to” language from their advertisements. From this month they can only include average broadband speed attained by their service during “the busiest hour” of the week, averaged over the previous quarter. Big difference.
http://www.ireland.com/blogs/pricewatch/2008/03/13/new-advertising-code-for-broadband-speed-claims/
Posted by Paschal on April 22nd, 2008 at 11:45 am.And there was me thinking ‘faster than light speed’ was already against trade descriptions…
Surprised no one’s picked up on it sooner.
Whatleydude’s last blog post..Less than 24hrs in San Francisco
Posted by Whatleydude on April 22nd, 2008 at 11:50 am.Voda are also advertising as the fastest mobile broadband in the galaxy. My friends on Alpha Centurai aren’t so happy about that claim!
Posted by Terence Eden on April 22nd, 2008 at 1:40 pm.Yes. Average speeds are better and consumers prefer providers to be upfront.
Posted by Gabe on April 22nd, 2008 at 2:01 pm.I do like the “fastest in the galaxy” ads, though. Pop art style.
Posted by Gabe on April 22nd, 2008 at 2:04 pm.