The Mobile Broadband Group of UK telecoms regulator
Ofcom has published
a guide of Principles of Good Practice for marketing mobile
broadband services which has gained approval from all six on
the main mobile broadband operators in the UK that is 3, 02,
Orange, T-Mobile, Virgin and Vodafone.
Recognising the
rapid growth of mobile broadband over the last twelve months,
and the potential for rapid growth to come, Ofcom believes that its
is vital that customers have the information they need to make an
informed purchase and that staff are able to help customers with
any queries they may have.
It says that the mobile operators, under the auspices of the
Mobile Broadband Group (MBG), have agreed these principles in order
to promote customer understanding and underpin further solid growth
of
mobile broadband. The guidelines include the provision of
information on coverage, the factors that impact download speeds,
and pricing.
Specifically, the MBG wants coverage information available via a
web site (e.g. a map or a post code checker) and the promotion of
and factors that determine download speeds.
It wants to see that download and upload speeds given in
advertising and promotional material are actually achievable by end
users and that they are accompanied by an explanation that speeds
are variable. It would like an indicative range of download and
upload speeds under normal conditions to be given.
Pricing information should set out the relevant tariff options,
including a description of any fair usage limits. There must an
explanation of the consequences of the usage limit or fair usage
allowance being exceeded. Where operators make references to
Megabits, Megabytes and Gigabytes in close proximity, they should
give an explanation of the differences. A description of what, for
example, a Megabyte of data usage allows should be provided.
Roaming charges or a hyperlink to where the roaming charges are
set out should also be included as should explanations of what a Mb
of usage allows description of fair usage limits and any other
relevant information.
Claudio Pollack, Ofcom’s Director of Consumer Policy, commented,
“Ofcom welcomes the mobile operators’ commitment to give their
customers better information about mobile broadband services. We
will be undertaking further research and monitoring of mobile
broadband to check that consumers’ needs are being met.”