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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