Vodacom broadband is back
The term ‘broadband’ continues to be debated globally with definitions ranging from minimum speeds of 256 Kbps (SA’s current definition) to speeds of multiple-Mbps.
In South Africa much of the broadband terminology war is being fought with the Advertising Standards Authority of South Africa (ASA), and over the past few years numerous restrictions have been placed on using broadband speeds and even the term broadband to market high speed Internet access.
In a ruling made on 3 August 2010 the ASA said that Vodacom couldn’t provide sufficient proof that their network may be called ‘broadband’.
Vodacom argued that 99.7% of speed tests conducted on its network are above 256 Kbps, and that it should subsequently be allowed to use the term broadband.
The ASA was unconvinced, ruling that Vodacom was not able to provide sufficient proof that they could achieve broadband speeds over their entire network as the test sample wasn’t representative of the entire network.
Despite an appeal by Vodacom where they submitted even more proof that their data network basically always performs within the stipulated broadband speed ranges, the ASA dismissed their argument due to technicalities (accreditation of the research firm) about the tabled statistics.
Vodacom did not give up, and in its latest submission to the ASA they ensured that the research was suitably accredited and that a very large sample was provided.
Vodacom further included data from the recently conducted MyBroadband survey where the majority of subscribers exceeded download speeds of 256 Kbps.
To satisfy the ASA’s requirements to use the term broadband Vodacom had to show that it delivers speeds exceeding 256 Kbps and that the majority of its subscribers will achieve these speeds.
The ASA said it was satisfied that the information and statistics provided by Vodacom substantiated its claim to provide broadband,
The ASA overturned its previous rulings, a decision which allows Vodacom to continue using the term ‘broadband’ in its advertising.
Vodacom broadband << What is your view on this matter?
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