Curiosity 05 Feb
Marketing plays a major role in how you portray your product. Sometimes companies project their services in a way that are misleading for the customers thus damaging the reputation of technology on a broader level. This is what AT&T is doing as per Sprint. Back in December, AT&T begin using ‘5G E’ logo in its devices and in advertisements to replace the 4G LTE logo.
Considering this, Sprint filed a lawsuit against AT&T in federal court sharing how 54 percent of the consumers believed 5G E was a similar technology as of 5G and expected it to be much faster than the previous indicator ‘4G LTE’. Likewise, 43 percent believed that the phones they’re buying with ‘5G E’ indicator are actually 5G capable which isn’t the case currently.
So making a strong point here, Sprint put on the case sharing the AT&T was damaging the reputation of 5G technology especially when customers would find out that the speeds ‘5G E’ isn’t even close to 5G (which hasn’t been public yet on a broader scale for people to test what it actually has to offer).
This was somehow done before as well when AT&T together with T-Mobile begin branding 4G to replace HSPA+ much before when 4G LTE was even available widely, thus misleading the userbase.
interestingly, AT&T did respond to the lawsuit filed by Sprint saying,
“We understand why our competitors don’t like what we are doing, but our customers love it. We introduced 5G Evolution more than two years ago, clearly defining it as an evolutionary step to standards-based 5G. 5G Evolution and the 5GE indicator simply let customers know when their device is in an area where speeds up to twice as fast as standard LTE are available. That’s what 5G Evolution is, and we are delighted to deliver it to our customers.
We will fight this lawsuit while continuing to deploy 5G Evolution in addition to standards-based mobile 5G. Customers want and deserve to know when they are getting better speeds. Sprint will have to reconcile its arguments to the FCC that it cannot deploy a widespread 5G network without T-Mobile while simultaneously claiming in this suit to be launching legitimate 5G technology imminently.”