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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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Tags: advertising o2 uk iphone

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Opinion Articles

The two-tier mobile internet: a different perspective

Mark Bridge writes:

If I start talking about a ‘tiered internet’ with a differing quality of service depending on the amount a customer pays, you’d probably start thinking about the topic of net neutrality. Yet Orange has plans to treat some of its mobile web traffic differently... and it’s being seen by many as a positive step.

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Last week at The Fonecast: 23rd January 2012

Mark Bridge writes:

We’re starting the week with breaking (but not entirely unexpected) news that RIM has a new CEO. Just one, not two. We’ll be talking much more about him in Wednesday’s podcast. In fact, RIM’s announcement concludes a week that’s been packed with big names - and big money as well.

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It's the wrong song

Mark Bridge writes:

“T’ain’t what you do (it’s the way that you do it)”

So sang Ella Fitzgerald, Bananarama and the Fun Boy Three - although sadly not on the same recording. But that message is no longer being followed by many companies. Instead, the new mantra seems to be the other way round. And I think that’s a good thing.

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Carnival of the Mobilists #257

Last week’s Carnival of the Mobilists was hosted here at TheFonecast.com... and this week the Carnival has travelled to the blog of mobile interaction designer Steven Hoober.

As always, it contains the web’s best writing on mobile and wireless - and this week’s contributors include our own James Rosewell.

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Last week at The Fonecast: 16th January 2012

Mark Bridge writes:

So that’s CES week over. This year’s show seemed particularly US-centric, given the amount of 4G LTE mobile technology kicking about. Not that the UK isn’t making its own 4G plans; far from it. But let’s start at the beginning...

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