Has anyone seen the recent advertisements made by global wireless service providers such as Verizon and T-Mobile claiming to produce a product capable of 4G speeds? If you haven’t, these advertisements are out there, and very misleading for adamant consumers of the newest technology.
This topic caught my attention and interest via the following article entitled “4G is a myth (and a confusing mess)”:
http://money.cnn.com/2010/12/01/technology/4g_myth/index.htm
Prior to reading this article, I never thought much of the validity of these advertisements multiple global wireless service providers are streaming via media. I made the assumption that providers are competing with each other to have the fastest wireless networks, in order to stay relevant in the technological realm of people’s lives. I also assumed that it must be true on the basis that once one manufacturer comes out with a product, many other manufacturers produce what is basically a clone of the original product. This thought process led me to believe that one popular service provider had attained the goal of reaching 4G speeds within their wireless network, and the secret of how to replicate this service was somehow leaked into the entire field of top global wireless service suppliers.
After reading this article, I realized that my assumptions were wrong. According to the International Telecommunication Union, the definition of 4G is that of a network capable of download speeds of 100 megabits per second (Mbps). The article listed above states that 100 Mbps is a speed fast enough to download the average HD movie in a total of three minutes. If you think that sounds unreal in comparison to so the wireless service you have now, and the service they are claiming to provide, you’re correct! According to the definition of 4G, no global wireless service providers have reached 4G speeds, nor will they in the near future. The actual speeds these providers say they will reach are merely a tenth of “real” 4G.
Having said that, the new and improved global wireless networks these carriers are coming out with are definitely just that—new and improved. This is not to put down the progress they are making in the technological world; this is to bring attention to the misuse of the term 4G and the marketing effect it may have on consumers. In my opinion, the use of this term certainly promotes business, but also heightens the potential of complaint and accusations of false advertising.
How do you think the loosely used term 4G affects consumers’ perceptions and the choices they make concerning global wireless service? Do you think the myth of 4G is affecting carriers’ reputations? What suggestions would you make concerning the marketing of the real speeds providers are attaining? Please express your opinions on the topic, concerning importance, lack of importance, etc.
Very interesting article Janie, especially since my service provider charges an additional $10 when you acquire a phone capable of reaching 4G speeds! Even before reading this article, I thought 4G was just the latest thing for consumers since no one really understands what it means (and by no one I mean the majority of the people using cell phones). When 4G first came into the market, people flew to the provider offering it, now that it is more widespread, the phones that are capable of reaching the suggested speeds are the ones selling the fastest off of the shelves - sounds like a scheme to me!
ReplyDeleteAs far as affecting carriers' reputations goes, I don't think the myth will affect any of them until more people gain access to the information in this article. However, even when the information is more widespread, who can we blame? No one is going to boycott cell phone usage, and they all are promoting this 4G hype. So maybe the news won't have a horrible affect on the carriers', but some consumers may be a little more hesitant when the next big wave comes around!
I think it comes down to how to advertise to the consumer. The average consumer needs a quick and dirty blip of what they're getting. This is the average not people like us, who might be more inclined on the tech side. I think it's also a tactic to tout the next best thing. While it doesn't seem like they're literally wrong about the term 4G, it is misleading for sure. Those potential speeds are there but when will we actually reach them? Most likely a long time.
ReplyDeleteThe carriers do spend an incredible amount of money to upgrade and think about how large our country already is in terms of square miles. This is so large in fact that it has been a couple years already with some people with 4G.
I think that it doesn't really matter what speed the network is running at as long as providers insist on implementing data limits. The cellular network is becoming many peoples main access to the internet and if you cannot use it to its complete potential the speed becomes less of a selling point. My feeling is that there needs to be a cellular service that caters only to internet access. Instead of cramming new computer based technology into cellphones just drop the phone aspect and convert all "phone" conversations to VoIP.
ReplyDeleteI think that the loosely used term 4G has a great affect on consumers’ perceptions and the choices they make concerning their wireless service provider, especially in the business/corporate world. We are in a day and age where people want the latest technology, they want the fastest downloading and processing speeds. So when we see these advertisements that say, “come join the fastest network," that’s what we want to do, and we tell all of our friends that’s what they should do too. We don’t really go out there and get all the facts as to whether it’s really 4G speeds or not, the salesman at the store is enough to sell us on it. I don’t think these advertisements have a negative effect on carriers’ reputation unless it becomes widely known that 4G isn’t a technology available yet.
ReplyDeleteThis is a very interesting topic. Quite frankly I had never thought about this topic in this aspect at all before now. The information that you have brought forth is very valid and makes me think about the next 4G ad I see. I think 4G is effecting carrier’s reputations, but obviously not rightfully so, but rather to expose that they have the new hot speeds. It seems here that the reality of that is not true. I think in regards to marketing of course that can’t say oh by the way this really isn’t 4G, because then they wouldn’t have a marketing strategy. I also feel that they would not be able to explain exactly the technological basis behind the actual 4G they are using it would more than likely make customers confused, even though it would be the right thing to do.
ReplyDeleteI feel that the 4G terminology that the service providers are using has really caught the consumers eye. I recently just acquired a 3G phone which has the capabilities to do things that I never knew a phone could do.
ReplyDeleteThis being said, the average consumer does not really know much about the jargon used with the technical word of phones. The only factor the consumer usually considers is if its the newest technology on the market. Most consumers don't do their homework to actually find out if they are paying for what the service provider is claiming.
Overall, I think that the marketing of these phones as 4G will not tarnish the reputation of the service providers. This generation will continue to hunger and thirst for what is new. The topic is an important one, but this knowledge will have no effect on the consumers passion for technology.