Kick the speed habit

John C Tanner
03 Sep 2009
00:00

I wasn't going to write about the Hong Kong Mobile Broadband Feud this issue, as I've commented on it elsewhere in the Questex ecosystem. But it's worth bringing up again because I've had a number of people approach me - a few of them employed Hong Kong cellcos that are not involved in the feud - and ask me, in essence, "What the hell was that all about?"
Indeed.

So, to recap (for those of you tuning in late), Hong Kong media were treated to a juicy publicity stunt in July when SmarTone-Vodafone chief Douglas Li held a press conference apparently for the purpose of demonstrating that the Express 21 HSPA modem offered by rival cellco CSL - which launched the city's first HSPA+ network four months earlier - did not in fact deliver the 21-Mbps download speeds claimed in its marketing materials. Cue CSL outrage and a reported investigation by local regulator OFTA into CSL's advertising claims.

What makes this whole business so peculiar - and why I think the topic is worth revisiting in this space - is that while it might serve as a cautionary tale of the risks of using theoretical peak data rates to sell wireless broadband services, the fact of the matter is that it's standard practice.

Look at any press release from any vendor announcement or cellco service launch, and odds are the first data speed you see - probably in the headline - will be the theoretical peak rate that those of us in this business know you will only get if you're the only person online and standing next to the base station.

On a B2B level, this is arguably no big deal because - since everyone does it - everyone knows the difference between peak rates and average throughput. The same cannot be said for the average consumer, however, so sticking peak rates in your advertising could be regarded with a suspicious eye by regulators (and typically will be if they get enough complaints).

On the other hand, it's also worth pointing out that the average user doesn't really care about throughput rates - not in the way industry insiders tend to think about them. Yes, consumers understand that 21 Mbps is higher than 7.2 Mbps, and associate the higher numbers with faster downloads.

However, most of them aren't going to launch a speed-checker app to clock their connection to see if they're getting the speeds they were promised - not until the network seems noticeably slower than it ought to be.

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