Hot-Spot or Mobile Broadband

Vodafone to expand Mobile Broadband coverage - but what the fluff are they on about?

Vodafone are going to extend what they call their ‘mobile broadband network’ to 3 million more people. What this really means is that by autumn 2008 they are upgrading the download speeds you will be able to receive in 6 of the larger cities in the UK, to match the speeds Londoners and major airport visitors (theoretically) have received since 2007.

The winners of the Vodafone speed lottery are… (Drum roll please)

Birmingham
Bristol
Glasgow
Liverpool
Manchester
Reading

Bad luck Northern Ireland, Wales, Leeds, Newcastle, and everyone else - you are not invited to the mobile broadband party!

Three things really annoy me about this press release and strategy:

What speeds will they actually offer? - The press release makes no attempt to commit to a download speed to which the six cities will be upgraded. I assume that it’s probably 7.2Mbps, but the omission of an explicit number makes me think that speeds will vary between 1.8 Mbps and 7.2 Mbps. About as committal as a Tory policy announcement!

Why so urban focused? - There is much talk of internet access whilst on the move, as if it’s something that hasn’t reached the shires yet. In fact most major towns and cities are fairly well served by wi-fi already. If there’s a Starbucks, there’s a way.

3G penetration into buildings can be pretty poor too. I have real issues connecting to mobile broadband once I’m more than 3 steps away from a window. I’d like to see 3G initially filling the gaps in wi-fi coverage something that should play to 3G’s inherent strengths. e.g. bigger range of coverage - ideal for the outdoors such as in parks or whilst on train journeys.

Are Vodafone saying that 1.8Mbps isn’t good enough? - Hard to tell from their woolly copy, but the tone of the release could lead one to assume that Vodafone is telling us there’s no point getting their mobile broadband service unless you currently live in London (or an airport). You could perhaps join their club in the six new cities once roll-out completes over the next few months. The reality is that they’ll be selling mobile broadband in their stores from John O’Groats to Lands End. I smell hypocrisy.

Of course, Vodafone realise you don’t need 7.2Mbps to enjoy a good mobile broadband experience. They’re just positioning themselves against the likes of 3 and T-Mobile, to control the battle of who has the fastest network. It smacks a little of corporate todger waving and is confusing for the general public.

Come on Vodafone, credit us all with some intelligence and remember to ‘respect thy customer’.

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