MEX Notes: AT&T’s New ’4G’ Gear Runs At Different Speeds With Same Branding
- AT&T’s New ’4G’ Gear Runs At Different Speeds With Same Branding – AT&T's use of a single '4G' moniker to describe products with very different data throughput capabilities is a recipe for poor user experience. Consumer expectations are set by advertising and word of mouth early in the product usage cycle, often before the user has even purchased the product. AT&T should expect a run of disappointed customers and, potentially, disciplinary action from advertising standards authorities. Contrary to belief among many operators, customers are not ignorant of network capabilities. While arbitary 'peak data rate' numbers are likely to confuse, a logical and clearly marketed scale for judging the potential network performance of different devices would be welcomed by customers.
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About the author
Marek Pawlowski is the founder of MEX. Since 1995, he has focused the MEX business on helping digital industries to develop better, more profitable products through improved understanding of user behaviour with mobile devices and wireless networks. MEX is best known for its events, research and consulting, which balance commercial, technical and user insights to define the future of mobile user experience. Web http://www.pmn.co.uk/mex/ | Email mp@pmn.co.uk
Posted on
13 July 2011
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MEX Notes
Opinions, ideas and new thinking
Pathway #1: Network efficient UX design
