Mobile network operator three have criticised how the industry markets its products and vows to change the way it advertises its services. The company will no longer advertise its mobile broadband services as having an 'unlimited' download allowance when the products actually have a fixed limit.
"One of the dumbest things I've done is talk about 'unlimited' data when it's not."Kevin Russell, (Chief Executive) Three
The change is no doubt prompted somewhat by O2's recent decision to ditch the 'unlimited' claim of its mobile broadband smartphone contracts. the Advertising Standards Authority's (ASA) also recently announced that they will be investigating 'unlimited' claims attached to broadband products, but Three don't believe this is the sole cause of the problem.
Recently, an Orange press advert claimed that its 3G network "covers more people in the UK than any other operator" but it was disputed whether the this could be substantiated by Hutchison 3G (Three) as they believed they had the largest 3G network in the UK based on population coverage. The ASA upheld the complaint against Orange and deemed that the advert was likely to mislead as Orange had not shown that the population coverage data for other networks was collected on the same basis as their own.
Three's change will hopefully help introduce more clarity in to the market as O2 and Vodafone have already made the step to remove 'unlimited' offerings from their mobile broadband product range. Orange and T-Mobile who are, since the 1st of July, merged under the company Everything Everywhere, will hopefully follow suit. For now, both companies are expected to maintain their own brands and products, but it can be expected over time that the two will start to toe the same line, particularly once their networks allow roaming in the next couple of months.