Cell C 4Gs network claims found ‘ambiguous’
Cell C yesterday launched their 21 Mbps HSPA+ services in Durban and Pietermaritzburg, following their new network rollouts in PE, Bloemfontein, East London and Cape Town.
To the delight of consumers Cell C has not only launched fast mobile broadband offerings – up to 21 Mbps – but has also slashed the price of mobile broadband data.
However, one contentious issue still hangs over the company – their insistence on using the term 4G (later changed to 4Gs) to describe their network.
The company’s 21 Mbps HSPA+ network is a 3.75G network, and the term 4G is reserved for LTE Advanced and the next generation of Mobile WiMax (802.16m).
Vodacom and MTN laid complaints with the Advertising Standards Authority of South Africa (ASA) about Cell C’s use of the term 4G (and 4Gs), and the authority recently ruled that Cell C’s use of the term 4Gs is indeed ambiguous.
In a press statement the ASA said that “Complaints from both competitors as well as consumers stated that the “4GS” logo is dishonest and misleading and that consumers will mistake it to be reference to the “4G” standard network, a level up from the existing 3G standard, especially so as the “s” in “4GS” is extremely small.
Cell C in turn submitted that “4GS” stands for “4 Great Service” and “4 Great Speed,” in line with its “revamp” of its service delivery. Interestingly it also argues the converse; that the term could be interpreted to mean that it offers the best data network currently in South Africa.
“These statements, although reasonable, are found to be ambiguous,” the ASA said.
“While it is true that Cell C has a notice on its website indicating what “4GS” stands for, this is of no consequence to either its print or television advertising. “Advertising on one medium cannot be relied on to clear up ambiguity created in another,” says Corné Koch, Communications Manager of the ASA.
The Directorate further rejected substantiation provided for the claims; “They are supposedly building the first 4GS network in the Southern Hemisphere” and “Cell C are building a 4GS network that is apparently the most advanced in the Southern Hemisphere.”
These claims, together with the unqualified and ambiguous “4GS” must be withdrawn with immediate effect on receipt of the ruling”, added Koch.
Cell C 4Gs network claims found ‘ambiguous’ << What do you think? Vote in our poll!
Loading ...