Feeds

'Unlimited' ads are dumb and misleading, says 3

Sorr-eee

Build a business case: developing custom apps

3's UK boss Kevin Russell UK has called for an overhaul of mobile broadband marketing, particularly misleading "unlimited" allowances.

He included 3 in the rogues' gallery, and explained that because the big boys were doing it, 3 had felt obliged to copy them. It now regretted doing so.

"As an industry our marketing standards are poor and it has led to cynicism," said Russell. "One of the dumbest things I've done is talk about 'unlimited' data or 'unlimited' anything when it's not unlimited. It's not clear, not transparent and not honest."

He naturally had a pop at Orange for its poorly-backed up claim that it had the most complete UK 3G network, and called for independent standards. Currently, operators submit their own estimates of how fantastically well they're doing at coverage.

O2 became the first to retreat from unlimited last month. iPhone data deals are now capped, and other operators, including 3, have followed suit. 3 raised its caps yesterday, doubling them across the board, and now reckons its bundles are more generous than anyone else's. It also introduced a new 2,000 minutes for £25 tariff, which includes 1GB of data.

Russell also said that with a proliferation of devices each with its own deal, there was room for consolidating a customer's various plans. Of course, the MeFi dongle does just this, allowing up to five devices to access a mobile 3G-to-WiFi router.

Three's network is now shared with T-Mobile through the jointly owned Mobile Broadband Network Ltd (MBNL). After their merger T-Mobile and Orange are now Somethingorother Everything Everywhere.

As we noted yesterday, the two parts of the merged megablob don't yet have a roaming agreement - but the Strategy Boutique consultants have been in, and there's a new logo.

Trebles all round. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
Canadian ISP Shaw falls over with 'routing' sickness
How sure are you of cloud computing now?
Don't call it throttling: Ericsson 'priority' tech gives users their own slice of spectrum
Actually it's a nifty trick - at least you'll pay for what you get
Three floats Jolla in Hong Kong: Says Sailfish is '3rd option'
Network throws hat into ring with Linux-powered handsets
Fifteen zero days found in hacker router comp romp
Four routers rooted in SOHOpelessly Broken challenge
New Sprint CEO says he will lower axe on staff – but prices come first
'Very disruptive' new rates to be revealed next week
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
PwC says US biz lagging in Internet of Things
Grass is greener in Asia, say the sensors
Ofcom sees RISE OF THE MACHINE-to-machine cell comms
Study spots 9% growth in IoT m2m mobile data connections
O2 vs Vodafone: Mobe firms grab for GCHQ, gov.uk security badge
No, the spooks love US best, say rival firms
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.