{"id":19858,"date":"2011-04-21T14:43:00","date_gmt":"2011-04-21T12:43:00","guid":{"rendered":""},"modified":"2011-04-21T14:43:00","modified_gmt":"2011-04-21T12:43:00","slug":"cell-c-loses-vodacom-red-substantiation-ruling","status":"publish","type":"post","link":"https:\/\/mybroadband.co.za\/news\/cellular\/19858-cell-c-loses-vodacom-red-substantiation-ruling.html","title":{"rendered":"Cell C loses \u2018Vodacom Red\u2019 substantiation ruling"},"content":{"rendered":"<p>Vodacom unveiled its new red branding three weeks ago, giving the company a distinct Vodafone look and feel.<\/p>\n<p><a href=\"http:\/\/mybroadband.co.za\/news\/cellular\/19589-Cell-hard-hitting-anti-red-campaign-grows.html\">Cell C was quick to react<\/a>, and launched an extensive television, print, online and radio advertising campaign poking fun at Vodacom&rsquo;s new branding.<\/p>\n<p><a href=\"http:\/\/mybroadband.co.za\/news\/telecoms\/19663-Cell-forcing-our-hand-says-Vodacom.html\">Vodacom was not happy<\/a> about some of Cell C&rsquo;s claims, submitting to the Advertising Standards Authority of South Africa (ASA) that Cell C should substantiate their claims regarding being SA&rsquo;s number one network, having the fastest broadband speeds in the country and having 3 to 5 times the coverage per tower.<\/p>\n<p><a href=\"http:\/\/mybroadband.co.za\/news\/cellular\/19734-ASA-rules-against-Cell-Vodacom-red-case.html\">The ASA ruled against Cell C<\/a>, saying that the claims mentioned above are not substantiated and ordered Cell C to remove their advertising campaign with immediate effect.<\/p>\n<p>Shortly after this ruling Cell C submitting new information which included a presentation by the Elisa Corporation, a mobile operator in Finland, which shows that 900MHz towers are indeed superior in terms of coverage, indoor coverage and HSPA throughput.<\/p>\n<p><img decoding=\"async\" src=\"\/news\/wp-content\/uploads\/elista_459562736.jpg\" border=\"0\" \/><\/p>\n<p>Cell C explained that the new information should substantiate the claims that its HSPA+ 900 MHz network covers 3-5 times more ground and is better indoors with a 10-20 decibel gain.<\/p>\n<p>Vodacom responded arguing that as a commercial operator, similar to Cell C or Vodacom, Elisa is not independent and the presentation was not a factual document with substantiated claims but rather a generic case study of a specific network deployment project in Finland, and hence does not qualify as an accepted ASA source.<\/p>\n<p>&ldquo;Cell C attempts to convey the perception that this presentation [Elisa Corporation Report] is a detailed technical study on the performance of UMTS-900 networks in relation to UMTS-2100 networks and can be used to substantiate highly technical parameters and assumptions, which is not the case,&rdquo; Vodacom said.<\/p>\n<p>Vodacom added that they currently have 4300 3G towers covering 87% of the South African population, which is significantly more than Cell C&rsquo;s 1550 3G base stations with 43% population coverage.<\/p>\n<p>The ASA was not convinced that Cell C&rsquo;s new submissions substantiate its previous claims, and ruled that the previous ruling remains binding.<\/p>\n<p><a href=\"http:\/\/mybroadband.co.za\/vb\/showthread.php\/328608-Cell-C-loses-%E2%80%98Vodacom-Red%E2%80%99-ASA-substantiation-ruling\"><strong>Cell C Vodacom Red campaign<\/strong><\/a> &lt;&lt; Comments and views<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The ASA today dismissed Cell C\u2019s substantiation regarding an adverse ruling related to its \u2018anti-red\u2019 campaign<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sma_x_autopost_status":"idle","_sma_x_autopost_error":"","_sma_x_post_id":"","_sma_facebook_post_id":"","_sma_instagram_post_id":"","_sma_x_attempts":0,"footnotes":""},"categories":[14],"tags":[],"class_list":["post-19858","post","type-post","status-publish","format-standard","hentry","category-cellular"],"_links":{"self":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/19858"}],"collection":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/comments?post=19858"}],"version-history":[{"count":0,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/19858\/revisions"}],"wp:attachment":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media?parent=19858"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/categories?post=19858"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/tags?post=19858"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}