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Thursday, November 27, 2014

ASA upholds complaint about 'unlimited' 4G data on Lycamobile web site

The Advertising Standards Authority has upheld complaints about a promotional message from UK virtual network Lycamobile.

A link on Lycamobile’s web site referred to “Unlimited Data, now with 4G”, while an advertisement on the site said “£15 per month ... unlimited data now with 4G”.

When the ASA contacted Lycamobile, the network admitted that it downgraded data speeds from 4G to 2G after ‘excessive use’, although it said very few customers would ever use that amount of data in a month.

In its response, the ASA noted that ‘unlimited’ was a strong claim and that consumers were likely to expect no more than moderate restrictions on this type of service. As customers could have their speeds significantly reduced by Lycamobile’s data management policy, it considered this restriction was not moderate and that the claim ‘unlimited data’ was misleading for the 4G service.

Lycamobile has now amended its website to show an offer of ‘4G data up to 5GB’.

[ASA adjudication]

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Tags: advertising uk mvno legal lycamobile

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Opinion Articles

Last week at The Fonecast: 8th July 2013

Not all good news...

Mark Bridge writes:

The UK is beginning its week with news of a long-awaited sporting victory for Andy Murray. The telecoms world had its own much-anticipated good news last week, when European roaming rates fell again. And regardless of Neelie Kroes’ plans to abolish roaming rates completely, there’ll definitely be another roaming cut in 2014.

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The hidden benefits of 4G

Dan Grose of Phones 4u writes:

It’s been nearly 10 months since EE launched the UK’s first 4G network and an estimated 55% of the country is now enjoying its benefits. The fourth generation of mobile networks has brought speeds of between 10-12 megabytes per second to thousands of areas across Britain, creating somewhat of a revolution in super-fast mobile browsing.

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Nokia’s £13 phone still makes money for the company

Mark Bridge writes:

The UK mobile phone industry knows all about subsidised prices. Independent mobile dealers and high-street shops will happily offer a ‘free phone with free connection’ in order to tie a customer into a minimum-term contract.

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Easily upgrade your Android and iPhone app to access physical objects

Andrea Gerber of baimos technologies writes:

Mobile devices are becoming ever more prevalent in our daily lives and so it comes as no surprise that they are now being utilized in security-relevant scenarios such as car-sharing and shared parking. Mobility solutions such as these increasingly rely on smartphone applications, hence technologies arise that allow the smartphone to morph into a digital key.

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Last week at The Fonecast: 1st July 2013

Good news from Sony Mobile, bad news from BlackBerry

Mark Bridge writes:

I don’t know about you but I’m delighted to see Sony Mobile getting plenty of coverage for its new smart watch and giant smartphone. The company’s impressive presence at Mobile World Congress 2013 showed plenty of promise... and I’d say it’s now delivering.

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