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Wednesday, July 10, 2013

Advertising complaint upheld after Lycamobile UK 'unlimited' usage claims

The Advertising Standards Authority has upheld a complaint about the www.lycamobile.co.uk web site, which referred to various tariffs as offering ‘unlimited’ calls, text messages and mobile data.

Smaller print then said “Unlimited usage is subject to a fair usage of 3000 minutes/texts/MB per month per SIM. Usage in excess of your fair usage allowance will be charged at standard rates.”

Lycamobile UK said the offers were clear, legible and unambiguous. It also said a fair use policy was common in the telecommunications industry, which meant consumers would be aware that ‘unlimited’ elements of a package would be subject to such a restriction'.

In upholding the complaint, the ASA considered that ‘unlimited’ would lead consumers to expect services without undue restrictions. It noted that 2.72% of Lycamobile users had reached their allotted restrictions and been charged for additional usage. As a result, it considered the service could not be described as ‘unlimited’.

The ASA has ruled that the ad must not appear again in its current form. Lycamobile has been told not to make ‘unlimited’ claims if additional charges apply when a fair usage policy threshold is reached.

[ASA adjudication]

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Opinion Articles

The art of accessory sales is changing

Mark Bridge writes:

We're told it's not merely 'sales'. No, it's an art. "The art of selling". And with over 4 million hits on Google, you could easily argue that the art of selling is more popular than painting.

The same goes for the two sub-categories of cross-selling and up-selling. They're arts as well, you know. Mystic and creative disciplines...

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Secure mobile phone calls explained

The security of 3G and GSM mobile phone calls has been questioned recently. Mark Bridge spoke to Dr Simon Bransfield-Garth, Chief Executive of Cellcrypt, at Mobile World Congress to find out how real the problems are. The interview was included in our podcast on 19th February 2010; here's an edited transcript of the interview:

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‘The App is Dead. Long Live the App’ at Mobile World Congress

James Rosewell writes:

Apps (defined as games, information services, social networking video and web content among other things) dominated MWC10 with debate focused on the provision of radio network capacity to support them, the technologies used to create them and the methods for Mobile Network Operators (MNOs) to monetise them. Given the fragmentation in technology and the investment needed from MNOs to provide capacity coupled with a lack of reward for MNOs, we would be forgiven for thinking the App as we know it is not long for this world. However new technologies offering broader platform support, plus smart network investment coupled with new business models, mean the App will evolve and come of age ready for 2011.

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Windows Phone 7 Series at Mobile World Congress

Mark Bridge writes:

We queued in the rain outside the Catalonia Barcelona Plaza hotel. We sat on the floor in a basement room. And we watched on TV as Steve Ballmer announced Windows Phone 7 Series.

The life of a reporter is not a glamorous one.

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HTC Smart could start a smartphone price war

Mark Bridge writes:

I’ve previously talked about a report from 2009 which warned how touch-screen phones that weren’t true smartphones were pushing down ARPU. Consumers thought they were buying something that was relatively advanced but were being seduced by form over function.

This week HTC stepped in to the arena with the HTC Smart, described by HTC's Peter Chou as "a more-affordable smartphone". Although it may not fit everyone’s definition of a smartphone, it certainly ticks most of the boxes. It has an open operating system, Qualcomm’s Brew platform, which has over 18,000 available applications and has been installed on over 1200 handset models worldwide.

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