Should smart broadband advertisers start banning the word ‘unlimited’ from their deals? Julia Kukiewicz editor of Choose, looks at wether ISP’s claims match up to the reality…
We’ve been pondering that question this week after Chief Communications Ombudsman Lewis Shand Smith called unlimited data claims a, “problem which we think could cause real consumer detriment.”
“Consumers may fail to realise is that there is a small asterisk next to the word ‘unlimited’ which refers to small print stating that there is in fact a limit which, if exceeded, will incur further charges,” Smith added.
True but we’d be wiling to bet that missing the small print altogether is a problem which only a minority of consumers face – most now know that data charges aren’t all they seem.
For most, the problem with unlimited is, instead, a problem of implementation and there is a precedent for a broadband advertising word going out of fashion for the same reason.
Free broadband
Some years back now, Orange and TalkTalk’s free broadband offers had caused such a rush of demand that the companies faltered somewhat spectacularly in the wake of their release.
Carphone Warehouse’s ‘free’ laptop and PS3 deals with broadband had become infamous for similar reasons.
When O2 launched in 2006 their CEO said: “Customers are rebelling against free broadband. They associate free with substandard.”
Now we have a few free months on contracts and occasional ‘free’ broadband for very loyal customers. But free doesn’t lead broadband campaigns, it’s not credible.
Does that mean that consumers are getting a better deal? Not really, and it’s very doubtful that they would with a ban, concrete or by common consensus, on the word ‘unlimited’ either.
Consumers want unlimited data, not a compromise, however it’s packaged.
This is a guest post from Choose. The site covers rights issues, research and debate into home broadband and more broadly home media and mobile markets.
