Date: Saturday, October 13, 2007
Ofcom Target Boastful Broadband Providers
We’ve all seen the adverts – these days, Internet Service Providers (ISPs) seem to be offering their customers cheaper rates and a faster broadband service than ever. The question is, are broadband speeds really as swift as their providers claim? According to Richard Wray of The Guardian, Ofcom has recently sent letters to six of the UK’s largest broadband providers to ask them why their customers are failing to get the broadband speeds they were promised.
Colette Bowe, Ofcom chairman, said that the action “follows increasing customer concern over broadband speeds.” In her letter to the providers, she said: “people need to know what they’re buying.” She also asked for providers to provide a reason for their slow service and to ensure misleading advertising claims do not confuse customers. “I would like to have your views about how these technical issues might be addressed in terms of giving clearer information to potential customers,” she said.
Ofcom’s action emphasises a growing feeling of dissatisfaction among UK broadband users. A recent Which? survey revealed that just 30% of broadband users in the UK are happy with their providers. It also revealed that average broadband speed in the UK was just 2.7 mbps, compared to the ‘up to 8mbps’ speed that’s advertised by many providers. This is because connection speeds vary dramatically in different areas, although most broadband providers fail to advise their customers of this.
The UK broadband industry is an increasingly crowded market and companies are forced to offer their customers a better deal than ever in order to compete effectively. They also tie their customers into lengthy 12 or 18 month contracts in an attempt to maintain their custom for as long as possible. Internet insiders suggest that broadband providers should individually test the connection speed of each account before activation to avoid disappointment. They also believe that customers should be subject to more flexible contracts, which would allow them to try and test their broadband service and ensure it met their requirements.
With their extravagant claims, low prices and binding contracts, major broadband providers are certainly gaining plenty of new custom. However, without the service to back up their hype, how long will it be until their broadband users switch to a more genuine provider?
Source:
Guardian Unlimited
Times Online
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