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Home / Business / The marketing trick of AT & T 5G E is a disaster

The marketing trick of AT & T 5G E is a disaster

AT & T has just settled a false accusation with Sprint for its "5G Evolution" brand, but the company's obvious marketing strategy proves to be catastrophic. Instead of driving a winning round to get faster to true 5G than American rivals, AT & T's current 5G network is currently supporting more cities than Verizon. The company is still clinging to a meaningless, confusing logo that it does not avoid.

While AT & T has clearly stated that 5G Evolution is not 5G, as it does not meet the technical or speed standards to be considered as such, the ultimate goal seems to be to get their own customers to access Next generation network by sheer obfuscation. The end result: a whole lot of confusion and news, such as The Verge which routinely must emphasize that 5G E is a misleading attempt to build hype without the foundation of hard data.

Take a look at prominent technology CEO Marc Benioff, who leads the cloud computing company Salesforce. Today, Benioff has asked his Twitter audience of nearly a million people why his phone displays a 5G logo, and whether that means he has access to the next-gen network, similar to one that already exists in South Korea and South Korea In operation is achievable with the special 5G variant of the Samsung Galaxy S1

0. (This version of the S10 is not yet available in the US.)

So yes, even the chief executive of a technology company seems confused by the branding of AT & T , (He may have only dealt with a couple of multi-faceted arguments, we've reached Benioff on Twitter to see if he'll clarify his intentions with the tweet.)

Regardless, there are A & T customers who are right are confused. Earlier this month, when I reported on the 5G deployment of AT & T, which had 5G availability in 19 US cities, although no commercially available devices were available, I was emailed by a confused reader in which he similarly informed me that he had access to the network on his phone. The included screenshot of this reader included an iPhone home screen with the 5G E logo in the upper right corner. I had to write back and explain, no, it was not really 5G. At least one Verge editor also had to explain to a confused family member that he actually did not get a network upgrade overnight; Countless examples from other AT & T subscribers have voiced online similar confusion .

That does not mean AT & T's network did not get faster over time. According to speed tests collected by companies such as Ookla and submitted by The Verge by users performing single speed tests. However, as mentioned earlier, the speed thresholds are not as dramatic as AT & T sounds, and they have nothing to do with 5G. The data used to improve the speed of AT & T also has a number of reservations. For example, the fact that the appearance of the 5G E logo on newer iPhones has led to an influx of new tests that favor the latest data in favor of AT & T.

In some cases, the speeds you achieve with 5G E in the AT & T network may indeed be lower than the speeds you get with T-Mobile and Verizon smartphones, which can access LTE Advanced and Advanced Pro technologies, these are the variants of LTE that AT & T has renamed to 5G E. That's all that's really 5G E – renamed LTE network technologies.

OpenSignal, the analytics company behind the study, unveiling this embarrassing data point, called the 5G E, reveals a meaningless marketing move that confuses customers and makes AT & T appear as if it has the technological edge of the wireless Technology. "More specifically, the company added," It's clearly bullshit. "

But AT & T does not seem to care. AT & T plans to settle Sprint's Sprint lawsuit and plans to continue to pursue 5G e-marketing, according to anonymous sources cited in the Dallas Business Journal . As the initial defense against Sprint, who filed the lawsuit after more than half of the respondents thought 5G E was comparable to real 5G, AT & T said, "its customers want and deserve to know when they are achieve better speeds.

The company claimed it had done enough to clarify the difference between 5G E and 5G standard. Not enough for prominent tech figures like Benioff and for many AT & T customers. AT & T was not immediately available for comments on this story.

The real test will be, of course, when smartphones finally have the necessary 5G modems to access AT & T's next-gen network, and the company needs to reiterate that it's a new, gives faster technology in the block, which is different than before. In that case, I'm sure AT & T hopes that people will suddenly recognize and recognize the difference between 5G E and the original article. It's a real challenge to blame customers for the next generation of network deployment after spending months making the same users aware that the network has already arrived.

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