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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: 21319

Tags: advertising o2 uk iphone

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Opinion Articles

Last week at The Fonecast: 9th July 2012

MeeGo... and me come back again

Mark Bridge writes:

It was a good week for technology stories hitting the mainstream news, thanks to the apparent appearance of a Higgs boson, Sir Alan Sugar’s YouView online TV service and football goal-line technology.

Mobile-related news hasn’t been quite so big, although plenty of well-known names have turned up in the headlines. What’s also been turning up – rather more than usual – is the presence of WiFi.

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Last week at The Fonecast: 25th June 2012

Last week at The Fonecast: 25th June 2012

Microsoft cooks up two new tablets while LG turns down the heat

Mark Bridge writes:

Microsoft started last week with news of an own-brand rival to the Apple iPad. The new Windows-based Microsoft Surface tablets will start to appear later this year, although full details of the specifications – including whether or not there’ll be cellular connectivity – remain unconfirmed.

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Adding a little extra to every mobile sale will make a big difference

Mark Bridge writes:

Is there any product that offers as much potential for additional sales as the mobile phone?

When I visit a coffee shop to buy a coffee, I’m often asked “would you like any pastries or muffins with that?”

On the one occasion that I bought a new car, I was offered the option of paying extra for different colours, for floor mats and for a fancy stereo. When you buy a DVD player or a games console, it’s pretty obvious you’ll be paying extra for entertainment.

Yet, when you consider the variety of add-ons available in the mobile industry, I’d say smartphones were in a league of their own.

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Article rating: 4.0

Last week at The Fonecast: 18th June 2012

What next for Nokia?

Mark Bridge writes:

Oh, how cheerful we were last Monday. Apple previewed iOS6, which will bring mobile tickets (and 200 other new features) to the iPhone and iPad this autumn. Vodafone cut the cost of using your phone in Europe with its flat-rate £3-per-day EuroTraveller deal and a few days later Three came up with its own ‘unlimited’ European data roaming.

Yet by the end of the week there were fewer smiles in the mobile industry.

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Last week at The Fonecast: 11th June 2012

Vodafone and O2 team up to battle Everything Everywhere

Mark Bridge writes:

With just three working days for many people in the UK last week, you’d be forgiven for thinking nothing much would happen. However, you’d be wrong.

Telefónica UK and Vodafone UK announced plans to pool the basic parts of their network infrastructure in an expansion of their existing ‘Cornerstone’ partnership. It means that Vodafone and O2 will be using the same base stations for 2G, 3G and 4G service across the country. Responsibility is being split down the middle; Telefónica UK will take care of the east, while Vodafone UK will have the west. I imagine the dividing line running conveniently between the headquarters buildings in Slough and Newbury respectively.

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