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Ofcom says mobile contracts should ditch inflation-related price rises

Ofcom says mobile contracts should ditch inflation-related price rises

UK telecoms regulator Ofcom wants to ban inflation-related rises in phone and broadband contracts. Instead, it says any potential mid-contract price rises should be set out in pounds and pence.
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Global smartphone market is set for recovery, says new forecast

A new forecast from research specialists Canalys shows the smartphone market is set to recover next year. Worldwide shipments declined by 12% last year but that decline is expected to slow to 5% this year.
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Vodafone and Three plan to merge their UK businesses

Vodafone and Three plan to merge their UK businesses

New Hutchison/Vodafone network would be biggest UK operator

Vodafone Group plc and CK Hutchison Group Telecom Holdings Limited have agreed to combine their UK telecommunication businesses, respectively Vodafone UK and Three UK. The merger will create a large new network operator to compete with Virgin Media O2 and EE.
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UK mobile payment service Paym to close in March 2023

UK mobile payment service Paym will close on 7th March 2023. The service, which allowed users to make and receive payments using their mobile phone numbers, was launched in 2014.
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Qualcomm legal action moves forward in the UK

Qualcomm legal action moves forward in the UK

Which? seeks payout for Samsung and Apple smartphone owners

Consumer protection organisation Which? has been given permission by the UK's Competition Appeal Tribunal to represent Apple and Samsung smartphone buyers in a legal case against chip manufacturer Qualcomm.
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Opinion Articles

Sunday, August 11, 2013

Dual Core Smartphones only £7.70pm... whatever that means

Mark Bridge writes:

Don't sell the steak – sell the sizzle!  That's the mantra of many salespeople. It's all about emphasising the benefits of a product rather than its features. You don't tell people about the 13 megapixel camera when they ask about the new LG smartphone, you tell them it'll capture the first steps of their precious young nephew in pin-sharp accuracy. Or something like that.

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Which is why a hand-written whiteboard in the doorway of a national mobile phone retailer stopped me in my tracks. "Dual core smartphones only £7.70pm" it said.

Who's the target customer?  Certainly not someone who wants a particularly high-spec handset. The first dual-core smartphone was launched in early 2011. In fact Mobile World Congress 2011 was awash with the darned things.

A cynic might suggest the retailer is trying to blind their customers with science. 'Dual core' certainly sounds high-tech. It could as easily refer to a futuristic nuclear reactor in a James Bond film as a mobile phone. This once-unattainable technology can now be bought for just £7.70 per month. Never mind that it's already over two years old and will have celebrated its fourth birthday by the end of your 24-month contract. “If you're smart enough to know that dual-core is good but not smart enough to know that quad-core is even better, we've got a great package for you”.

Of course, it's not that simple. The new Moto X is dual-core... and that's certainly an innovative piece of kit.

Which, I think, is why the advertisement annoyed me so much. Ultimately it's meaningless. You might as well advertise "4-cylinder cars from £99 per month" or "Two dozen meat pies for £10". There are a lot more questions that customers need to ask before they'll know if they're getting a good deal. And if those customers think you're trying to mislead them by focusing on a feature that's too vague to mean anything, they won't trust you at all. Which would be a shame... because a dual-core smartphone for £7.70 per month could be a bit of a bargain.

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Recent Podcasts

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

Podcast - 15th January 2016

Iain Graham, James Rosewell and Mark Bridge return to review their mobile industry predictions from last year. Which mergers, partnerships and developments did they forecast correctly... and which didn’t work out as planned?

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

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Podcast from Mobile World Congress 2015

Podcast - 6th March 2015

Mark Bridge learns about the mobile technology trends at Mobile World Congress 2015 by chatting to James Rosewell of 51Degrees, Dr Kevin Curran from the IEEE and Chris Millington of Doro.

They talk about wearable devices, wireless charging, mobile operating systems and much more... including some of their favourite products from the exhibition.

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Looking back at February: from security scares to multiple MVNOs

Podcast - 27th February 2015

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

Podcast - 24th February 2015

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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?

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