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Wednesday, January 22, 2014

Three UK cannot describe its network as 3.9G, says Advertising Standards Authority

Complaints against press, poster and online advertising by Three UK have been upheld by the Advertising Standards Authority.

The ads referred to Three’s 3G network with DC-HSDPA technology. They described the network as ‘ultrafast’ and ‘running at what we affectionately call 3.9G’.

Rival network EE, which runs a 4G service, said it thought the ‘3.9G’ claim was potentially misleading because it implied that data speeds were close to those of 4G services. It also said a claim of ‘our Ultrafast network is built for more’ in some of the ads was misleading.

In its response, Hutchison 3G UK Ltd (Three) said it used ‘3.9G’ to explain that its DC-HSDPA network was superior to basic 3G. It also noted that DC-HSDPA was known as 4G in the USA. In addition, Three provided technical information that showed DC-HSDPA could sometimes outperform 4G LTE, pointing out that the performance of the core network also affected the end user’s experience.

However, the ASA upheld both complaints. It said the ‘3.9G’ claim implied that Three’s network technology and speeds were very close to that of 4G, but noted that Three’s information did not contain evidence of the actual speeds offered by its network.

As well as this, the claim of ‘our Ultrafast network is built for more’ was described as “unclear” and “not verifiable by consumers”.

Three has been told by the ASA that its ads must not appear again in their current form because they breached rules on misleading advertising, substantiation and exaggeration.

[ASA adjudication]

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Opinion Articles

‘The Eyes Have It’ at Mobile World Congress

James Rosewell writes:

DoCoMo are one of many network operators and handset manufacturers demonstrating innovative new products as Mobile World Congress. Our eye was caught by the employee demonstrating “Eye Controlled Earphones”. It’s a good job the ladies from the CBOSS stand weren’t walking past at the time.

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'Mobile Money Monday' at Mobile World Congress

James Rosewell writes:

Monday’s Mobile World Congress conference agenda dedicated one of 4 streams to Mobile Money - Transfers, Transactions and Technology allowing all stakeholders to share experiences and debate the future of Mobile and Money.

Two types of service dominated presentations and panel discussions; Near Field Communication (NFC) technology enabling payment at traditional Point of Sale (PoS), and the Mobile Wallet replacing plastic or cash.

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‘Innovation Corner’ at Mobile World Congress

James Rosewell writes:

Here’s my pick of the 3 most innovative companies I’ve uncovered at the 2010 Mobile World Congress.

Cootek.com win the prize for simplest innovation... an accurate touch screen keyboard. They’re a few months away from being ready to release the software to handset manufacturers, but the demo handsets worked very well. The keyboard assumes the user is not going to press the intended key, but in fact might miss and press another key in the same area. Based on this knowledge and an extensive dictionary of words and language context, it’s able to determine the intended word with surprising accuracy. I sincerely hope their technology will be made available for the Nexus One in the not too distant future.

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Google “Mobile First” from Eric Schmidt’s Key Note at Mobile World Congress

James Rosewell writes:

Google CEO, Eric Schmidt, presented a compelling vision of a mobile centric future. The phone has become the “high value end point” for Google services enabled by a combination of increasing handset power, mobile data networks and cloud computing. By far the scarcest resource is the bandwidth available through the mobile data networks. Google appear committed to work with Mobile Network Operators (MNO) to maximise bandwidth usage, although several audience questions suggested scepticism from the main stream mobile industry. Eric expressed a need to maintain a harmonious relationship with MNOs stating Google could not operate its service on mobile devices without their co-operation.

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The great Windows Mobile 7 conspiracy theory

Mark Bridge writes:

I like a good conspiracy theory. A good one, mind you. None of this “Funny thing happened on the way to Mars” nonsense. Oh no, not me. And, despite occasionally mirroring Jerry Fletcher by balancing a bottle on the door handle, I’ve never been inclined to publish such a theory. Until now.

You see, it’s Mobile World Congress in a fortnight’s time. Which is when the great and the good of the mobile industry – along with their mates and hangers-on – head for Barcelona. Microsoft will be there. They’re holding a press briefing on Monday afternoon. And there’s a lot of talk about Windows Mobile 7 being (unofficially) on the agenda. But where’s the evidence?

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