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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: 28th November 2011

Mark Bridge writes:

The really big news last week wasn’t good: 17,000 jobs worldwide are being lost at Nokia Siemens Networks (which, incidentally, is a separate company from both Nokia and Siemens). That’s not far short of a quarter of the total workforce. The company is going to focus on mobile network infrastructure and services, with a particular emphasis on mobile broadband, and is likely to sell off other parts of the business.

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Shared data tariffs, bill shock, net neutrality and mobile traffic management

Mark Bridge writes:

Today’s mobile phone customers want more and more mobile data, which is stretching network capacity. In addition, many of those consumers would rather not be committed to a limit; they’d rather have a mobile internet tariff that is (or appears to be) unlimited. This puts even more pressure on mobile networks.

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Last week at The Fonecast: 21st November 2011

Mark Bridge writes:

Having read some of last week’s headlines, you might think the UK’s Communication Ombudsman has told mobile phone networks not to describe their data tariffs as ‘unlimited’ unless they really are. However, what’s actually happened is that one of the UK’s communication ombudsmen (ombudspeople?) has asked mobile operators to be clear about any limits, to stop unexpectedly high bills from building up and to tell customers before they exceed any limit. Better than nothing but hardly earth-shattering.

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Top 5 Productivity Apps for Business Owners

Ruben Corbo writes:

As a business owner, you know that being out of the office can cost you customers and productivity. However, in this digital age being out of the office doesn’t mean that you have to be away from your business. By downloading apps specifically for business, you can be productive from anywhere. Here are my top 5 apps for mobile business productivity.

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Enterprise user, you are the weakest link...

Mark Bridge writes:

Any security process is only as strong as the weakest link. That’s something of a truism. And for many organisations, the weak link is most likely to occur when information leaves the office. Which means it’s often caused by the user’s mobile phone or the user themselves.

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Recent Podcasts

Reviewing our 2015 mobile industry predictions... and looking forward to 2016

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Later in the programme, the team anticipates some of the topics that will be hitting the headlines during 2016.

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Looking back at February: from security scares to multiple MVNOs

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We're taking a look back at the biggest mobile industry news stories from February 2015, including allegations that the UK's security service tried to breach SIM card security by hacking into one of the world's biggest SIM producers.

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Interview with Chris Millington of Doro about mobile retailing, wearables and technology for older consumers

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In today's programme Mark Bridge talks to Chris Millington, who's Managing Director for Doro UK and Ireland.

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A month of mobile: O2 counts on 3, Microsoft counts to 10 and Apple counts its profits

Podcast - 30th January 2015

We're back with a month of mobile industry news, including takeover talks and takeover rumours. O2 and Three are said to be discussing a merger... but is there any truth in the suggestions that BlackBerry could be up for grabs?

We also discuss Apple's record-breaking quarterly figures, the highlights of CES and the launch of Microsoft Windows 10, as well as saying farewell to the current version of Google Glass.

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