Comments on: ADSL2+? 24Mbps? "Up to" 16Mbps? 21CN? "Superfast Broadband"? You decide

By: Steve

Steve — Fri, 20 Mar 2009 21:33:37 +0000

Avoid specific numbers while advertising fast speeds? How about "Fastest possible - guaranteed!", or something similar?

You could provide a contract-breaking option in the first 3 months (the 'guarantee' from the headline itself) if the average actual speed achieved by each punter is say more than 10% lower than . . . whatever your best pre-connection estimate is, or whatever the average connection speed in that postcode area is, orwhatever you think is marketable and risk-managed.

By: Grff

Grff — Fri, 09 Jan 2009 15:29:17 +0000

I'm sure I read in a blog earlier that those currently on speeds around the 3mb mark won't see too much of an increase. So, going from a bar chart I just looked at (can't find the link again, doh) showing the % of plusnet customers and their speeds, isn't there a vast number of customer currently around the 2-5mb mark? So surely the claim 'superfast' or 'upto 24mb' is a bit far fetched. However as pointed previously, you need to keep up with the other companies and avoid losing out to them.

By: Be3G

Be3G — Tue, 06 Jan 2009 00:11:29 +0000

Just came across this webpage on PN's support site which uses the description 'up to 20Mb broadband' - is that the terminology PN plan on moving forward with? If so, it seems good to me.

By: HG

HG — Wed, 24 Dec 2008 05:38:30 +0000

Why can't you just use an honest descriptor which would probably be understood by most people with an interest and is easily checked ? I suggest naming it something simple like "Max LineSpeed" or "LineSpeed Max". You can explain in the details that your max speed is 24Mb, constrained only by the user's distance from the exchange, quality of line etc. The point is made though, just by the name, that you are offering the max speed available. Interested parties who understand the tehnicalities should have no problem with that descriptor. Sales teams should enjoy working with it. People who need the further explanation should have no trouble understanding that any reduction from (say) 24Mb is forced on them by the line rating, not PlusNet, and would thus apply even if they were to choose a competitor.

By: Francis

Francis — Thu, 18 Dec 2008 19:43:27 +0000

To be honest, I'd rather see ADSL2+ or ADSL used as at least it conjurs up the mental image of '8 to 24' and 'up to 8' kind of thing. I agree this is a 'educating the customer' kind of problem, but mobile phone companies have been doing it for years and I don't see why fixed line broadband can't do it too. Afterall, who outside mobile telecoms knew what GPRS was 5 years ago?

By: Carole Millington

Carole Millington — Wed, 27 Aug 2008 20:14:30 +0000

It's the ups and down in broadband speed that drive everyone crazy. Anyone who can promise (and deliver) a consistent average speed would get my money. For ADSL2+ this should be banded according to distance from exchange.

By: Phil

Phil — Tue, 05 Aug 2008 09:29:00 +0000

Call it Broadband 24Mbps
but make it clear that Mbps stands for "Maybe but probably slower"

By: lucerne

lucerne — Mon, 04 Aug 2008 13:54:59 +0000

I am a real rocking horse, but looking at the graph seems to tell me that most people not sitting atop the exchange buildings will not see that much benefit speed wise.

By: Paul

Paul — Tue, 15 Jul 2008 19:48:58 +0000

Your desire for honesty is commendable, but others will not follow your lead. 'upto 24Mbps', or don't make any sales.
You will just lose the battle of the attention getting headline.

By: Graham

Graham — Tue, 15 Jul 2008 09:22:50 +0000

I think that you will be forced to use the 'up to 24Mbps' tag, as all your competitors will be using it and not to refer to the headline speed would leave you at a competitive disadvantage.

However I think it should be marketed along the lines of 'New Generation Broadband from PlusNet' or somesuch, and refer to ADSL2+ and 'up to 24Mbps' in the body of the text. People expect to see these references or they will feel your offering is not competitive.

However I think that putting a disclaimer to the effect that 90% of people will not see much above 12Mbps is very important. You need to trade on the 'We are being ethical, upfront and honest about expected speeds, whereas some of our competitors are not' aspect of the situation. Really, this aspect of the marketing of ADSL2+ should be enforced by Ofcom, so that unrealistic expectations are not raised by unscrupulous marketers.

So, when can I get my 24Mbps broadband?

Graham