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Wednesday, December 12, 2012

O2 and the iPhone 5: when is a a pre-order not a pre-order?

Mark Bridge writes:

I’ve made a career out of choosing and using the best words… and using mobile phones. Such is the life of a technology writer.

However, I’m not obsessive about language. Lynne Truss has a point - yet her style isn’t my style.

But that’s not really relevant. You’re not here for my musings about greengrocers’ apostrophes. TheFonecast.com is all about the mobile industry.

Last week I pointed out that picking the best bits from other people’s tech reviews didn’t look good when the full version was pretty uncomplimentary. It’s often unwise to use words that don’t mean what people think they mean. Being economical with the truth can give the impression of being deliberately deceptive.

And today I’ve discovered another mobile network guilty of tripping itself up with words.

The Advertising Standards Authority has just upheld a complaint made about O2 UK’s website. A set of FAQ about iPhone 5 availability said “If we get your pre-order before 4pm the day before launch, we’ll get it to you on launch day.”

Unfortunately this didn’t happen for a number of people who’d pre-ordered an Apple iPhone 5. The problem wasn’t a delivery failure. That, to an extent, would be understandable. No, the problem was O2’s definition of a pre-order.

You see, if you ordered the iPhone 5 from O2 before the launch day, you might think this was a pre-order. That’s what regular English usage would suggest. O2 had a different definition. It had a pre-order - oops, no, a Pre-Order - and a Standard Order. If you had a Pre-Order then, well, you had a pre-order. If you had a Standard Order, it meant O2 had exhausted its allocated stock and might take up to three weeks to deliver the phone. Customers with a standard order - sorry, done it again - a Standard Order would have been told they had longer to wait.

The ASA wasn’t happy with that. It said the online FAQ answer gave a misleading impression regardless of what customers were told when they ordered, leading it to conclude the claim was misleading.

In its defence, O2 said the FAQ was only online for nine days and admitted that “in hindsight it appeared that some people making Standard Orders while the FAQ was online may have been confused by it”.

It seems O2 meant well - but its choice of words has left it in the ASA’s hall of shame.

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Categories: Networks and operators, OpinionNumber of views: 13569

Tags: advertising o2 uk iphone

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Opinion Articles

And our survey said...

Mark Bridge writes:

The coolest person in the country admires the French president's wife and lives in East London. Oh, and they use a BlackBerry by day but an iPhone by night. That's what recent surveys say. Nonsense, isn’t it?

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The mobile phone tries to grow up

Mark Bridge writes:

The end of civilisation. The dawn of the future. Mobile phones are somewhere in the middle. Once seen as novelties for people with too much money, the mobile phone is now ubiquitous. And with that ubiquity comes an acceptance that they’re just tools. Doesn't it?

Which is why I was surprised to see a news article from Voice, a trade union that wants mobile phones banned from nurseries because of concern about inappropriate photographs.

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Sounding good to me

Mark Bridge writes:

"Sounding good to me". So sang Charlie Dore, back in the day when radio stations started to realise that quality was as important as quantity. "AM, FM, I feel so ecstatic", opined Cliff Richard, although I’m betting he’d have preferred the lack of hiss and crackle on FM stations.

Yet no-one’s really thought much about the quality of a phone call. Until now.

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The landline phone may be fading... but its number still remains

Mark Bridge writes:

In last weekend’s Sunday Times, Ali Hussain asked "Is this the end for the landline phone?"

He pointed out that the average mobile bill almost halved between 2003 and 2008, while landline bills fell by less than a fifth – which has meant the average mobile bill is now lower than the average landline bill. He went on to list fibre-optic broadband, mobile broadband, mobile calls, VoIP calls and satellite phones as alternatives to using fixed-line phones.

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Mixed verdict on mobile phones as cancer cause

Art Chimes of voanews.com writes:

Nearly two-thirds of the people on Earth now use mobile telephones, according to a study by the International Telecommunications Union. But how safe are those phones? Scientists still aren't sure, but some evidence is starting to suggest there may be danger along with the convenience.

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