[We urge operators to take the initiative and introduce plans that promote average speeds rather than peak speeds. In Malaysia, Digi has taken this step by marketing the “likely average speed” of its service alongside the peak speed. This move differentiates Digi from its rivals by positioning it as the “honest broker.”]
[There is an excellent opportunity for operators to remove unrealistic speed claims, “unlimited” usage caps that aren’t actually unlimited, and hidden clauses and usage charges in fair usage policies. There will still be a problem as to how different operators define “average speed”, but at least these advertised speeds will be far closer to reality. ]
[In some countries, such as New Zealand, operators are banned from advertising speed claims of any sort. One way to circumvent these regulations could be to offer a different device for plans that offer different speeds. For example, a 3.6Mbps dongle could be offered to tier-one users, while a 7.2Mbps dongle could be offered to tier-two users. ]
[Not all operators will want to abandon the marketing of peak speeds as they can be a key differentiator between operators, especially in developed markets. However, consumers are sick of actual speeds not living up to advertised theoretical speeds, and regulators are taking their complaints seriously. ]
[The IDA in Singapore is leading the charge, introducing new regulations that require mobile broadband operators to publish “typical download speeds.” The IDA also plans to work with operators to determine the methodology for calculating typical download speeds, and it will determine guidelines for how the new speeds should be published. It expects operators to start publishing typical download speeds from early 2012.]
Full story- TelecomAsia
