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Wednesday, October 12, 2011

Theoretical battery life isn't acceptable in phone specs, says ASA

The Advertising Standards Authority has upheld a complaint against Sony Ericsson for the phone specifications shown on its website.

The web page for the Xperia X8 smartphone claimed ‘Standby time (up to) 446 hours’ with a note below reading ‘Battery performance may vary depending on network conditions and configuration, and phone usage’. An ASA investigation was launched after receiving a complaint that suggested the standby time for the smartphone was substantially less than the advertised figure.

Sony Ericsson explained that the standby power consumption was affected by a wide range of factors, which was why standby time specifications could only be compared in a laboratory environment. It provided test data that showed the phone could achieve a standby time of 446 hours in laboratory conditions.

The ASA acknowledged that battery life was affected by a number of factors. However, because the maximum standby time wasn’t described as being theoretical, the ASA felt that consumers would believe the battery was capable of lasting this long during normal consumer use (subject to the other factors stated in the ad). As a result, Sony Ericsson has been told not to repeat the claim that the Xperia X8 has a standby time of up to 446 hours without suitable qualification.

Sony Ericsson has now updated its website.

[ASA adjudication]

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Opinion Articles

Sponsor our coverage of Mobile World Congress 2014

Mark Bridge writes:

Would you like to be part of our Mobile World Congress coverage?

Mobile World Congress is Europe’s biggest mobile communications industry show. It runs from 24th - 27th February next year in Barcelona and is expected to welcome over 70,000 attendees and around 2,000 exhibitors.

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Ruthless logic is revolutionary: we talk smartphones and customers with Kazam

Interview with Chief Marketing Officer James Atkins

Mark Bridge writes:

Earlier this month, London-based smartphone company Kazam announced seven new Android handsets. That's pretty impressive... and is an even more noteworthy feat when you consider the company didn't even exist at the beginning of the year.

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Printed interactive Bluetooth-enabled books and posters are just around the corner

Mark Bridge writes:

Imagine books that could automatically link with your tablet as you touched the pages. Or posters that reacted to your fingertips and displayed the results on your smartphone. It seems this kind of Bluetooth-enabled interactivity is just around the corner, thanks to tiny low-power processors and a patented printing process that doesn’t require specialised equipment.

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Banking on good customer service?

How mobile technology is changing the banking sector

The future of customer service is to bridge the gap between the smart consumer with the smartphone and the bank holding his or her financial assets. Even though mobile applications are becoming increasingly powerful customer touch points, many banks are failing to leverage them in order to engage with consumers.

Mandip Shergill, Account Executive at Genesys, looks at how banks can maintain and strengthen the customer relationship in the mobile channel.

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Facebook is a mobile company – are you?

Ashley Gilmour writes:

A quick fact: nearly half of Facebook’s advertising revenue now stems from mobile ads.

That’s right – of the social network’s $1.8 billion (£1.1 billion) generated in the third quarter of 2013, 49% of it was made up of mobile advertising revenue. Last year, the channel represented only 14%.

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