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Vodacom continues to promote the lie that it has the best network in South Africa despite official measures it previously used confirming MTN reigns supreme.<\/p>\n
Vodacom seems to subscribe to the belief that if you keep repeating a lie, people will eventually believe it.<\/p>\n
Vodacom\u2019s latest outdoor campaign uses the payoff line, \u201cEnjoy 5G connectivity on SA\u2019s best leading network\u201d.<\/p>\n
However, there is no substantiation for Vodacom\u2019s claim that it has the best network in South Africa.<\/p>\n
That is why Vodacom is trying to obfuscate the message by using the term \u201cbest leading network\u201d in case it has to defend the claim.<\/p>\n
It bases its claim on Tutela\u2019s Mobile Experience Snapshot report, but nowhere in the report does it say Vodacom has the \u201cbest network\u201d or \u201cbest leading network.\u201d<\/p>\n
Making false \u201cbest network\u201d claims is nothing new for Vodacom.<\/p>\n
In 2017, for example, the Advertising Standards Authority of South Africa ruled that Vodacom\u2019s claim of having the \u201cbest network for 3 years in a row\u201d was misleading and should be withdrawn.<\/p>\n
As part of this case, MTN argued that Vodacom previously relied on network speed test data from MyBroadband Insights and Ookla to back its claims.<\/p>\n
When data from MyBroadband Insights and Ookla no longer substantiated its claims, Vodacom switched to the SA Consumer Satisfaction Index (SAcsi).<\/p>\n
The SAcsi uses consumer surveys rather than network quality tests to rank operators, which is why Vodacom selected this option.<\/p>\n
Vodacom knew it did not have the best network performance but fished around for a way to continue making this claim without truly outperforming MTN\u2019s network.<\/p>\n
Industry players slated Vodacom for dismissing the hard work and money that goes into creating a world-class network.<\/p>\n
Instead of celebrating MTN\u2019s tremendous investment to create a world-class network, it is using cheap marketing trickery to downplay its rival\u2019s success.<\/p>\n
The consequence of this underhanded strategy is significant. It gives politicians and regulators ammunition to show spectrum, and large investments, are not needed to create the best network.<\/p>\n
MyBroadband asked Vodacom why it claims to have the best network when objective research shows MTN reigns supreme, but it did not provide an answer.<\/p>\n
Vodacom would also not say why it moves from one research platform to the next to claim it has the best network.<\/p>\n
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