Smartone extinguishes CSL speed promises
Published: Nov 16, 2009
Hong Kong - A public spat is brewing between two of Hong Kong's largest mobile broadband providers over advertising claims about broadband speed.
In its latest campaign, SmarTone-Vodafone is promising a new level of transparency in response to CSL's previous campaign that claimed to deliver a network speed of up to 21 Mbps.
Douglas Li, CEO for SmarTone-Vodafone, said there has been confusion arising from the telecom industry's marketing practices.
In its push for greater transparency and to assert its leadership position in the market, SmarTone-Vodafone has introduced a new mobile pricing offering to promote the disclosure of typical usable speeds instead of maximum network speeds.
This follows the upgrade of SmarTone-Vodafone's HSPA+ network, which is now capable of providing maximum network speeds of 21 Mbps for wireless broadband services.
In July this year, CSL sent out a press statement to refute SmarTone's inaccurate claims.David Aitken, head of regulatory and corporate affairs for CSL, said the question that needs to be asked of other mobile operators is "how fast is your network all over Hong Kong".
He said any testing of mobile broadband speeds needs to be across all operators and queried for thoroughness, methodology and independence - self serving internal testing of only a few sites is obviously unreliable.
Aitken said independent testing has proven CSL's mobile broadband network is typically 2 to 3 times faster than other networks, and has greater coverage.
"SmarTone did not invest the $500m required for a 4G spectrum licence, are they prepared to invest the money required to build a network comparable to NextG?," he said.
"Smartone's behavior reminds me of the chinese proverb 'those who say it cannot be done should not interrupt those doing it," he added.
The new campaign developed by OgilvyOne that is based on the theme of "Put real power in your hands".
Greg Carton, business director for OgilvyOne Worldwide Hong Kong, explained they wanted to launch a clear proposition to the market and set an industry standard that transparency is critical when it comes to the promotion of mobile broadband and speeds that can be achieved in Hong Kong.
"The creative featured in the campaign boldly tells the market that they shouldn't believe everything they hear and shows them the actual speeds they can expect when considering service plans from SmarTone-Vodafone", he said.
The print ads that have rolled out early this month features a fire extinguisher that aims to "extinguish all the hot air about broadband speeds".
The copy circulated in newspapers, magazines and online banners read, "Blow away those dodgy speed promises and put real power in your hands".
Carton said it's a battle the network believes is the right measure of the best mobile broadband product and service in Hong Kong and a confident way to show SmarTone is still the obvious leader and choice for consumers in the category.
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