[Editorial] NTC Should Set Standards for the Use of “Unlimited” by Telcos in Their Ads

[Editorial] NTC Should Set Standards for the Use of “Unlimited” by Telcos in Their Ads

Globe-fair-use-policy

Showbiz websites have Vhong Navarro to thank you for their traffic. For gadget and tech sites it’s definitely all about Globe’s recent announcement of their strict implementation of their Fair Use Policy. Our first post about the issue was shared over 13,000 on social networking sites in just a few days of publishing! The interest in this topic is perfectly understandable since this totally came out of nowhere and telcos have been flooding TV, radio, print, and online with their “unlimited data” offers for the last 2-3 years. The sudden news of people’s previously “unlimited data” getting limited to 2G speeds once they surpass 1GB of data daily or 3GB monthly (whatever comes first) is kinda frustrating. It really feels like you’re getting ripped off.

As a tech and gadget enthusiast, I firmly believe that the way the Fair Use Policy is crafted and implemented locally is a major step backwards for PH telcos. I have two major reasons why I think this is the case.

Reason Number 1: It’s Like Slapping the Face of your Customers

Telcos spend millions of pesos advertising UNLIMITED DATA. Customers get suckered in and sign-up. They enjoy mobile internet for months (or in some cases even years). Then it gets taken away from them and they need to pay more for them to enjoy their usual service.

Which part of this equation makes for a better customer experience? Nada. Zero.

This actually would have worked if there was total transparency on the side of the telco. Fair Use Policy statements are usually found in the fine print of contracts and rarely found in advertising materials. Kinda devious and deceptive if you ask me.

Reason Number 2: Unlimited is UNLIMITED. Crappy 2G DOES NOT COUNT.

The biggest excuse for the use of the term “Unlimited”? You can still use mobile internet but on 2G speeds! Seriously? LOLZ. Everyone knows that 2G speeds here in the Philippines are horrible. You can barely do anything with 3G sometimes what more with 2G? Waiting for 15-20 seconds before Twitter gets refreshed isn’t the best way to enjoy one’s smartphone.

Let’s be realistic guys. In the Philippines most of the time 2G = NO INTERNET.

This is where the NTC and the government should step in. The NTC should hold telcos accountable to the term “Unlimited”. It should be a minimum and acceptable guaranteed DL/UL speed. 30-50Kbps? Hell no. At least make it go up to 200-300kbps so that it’s still properly useable and worthy to be called “Unlimited”. Anything other than that is pure deception on the part of the telco.

Our Reco: Set a Deadline, Give Options, Lay Down All the Cards

If having the FUP was truly necessary then there would have been better ways to implement it. There should have been a good transition plan! For example, kicking things off with an announcement date of implementation (don’t shock everyone). Next is for telcos to lay down all their cards on the table at the get-go. What are the options available to their customers? How much will it cost to be truly 100% unlimited? How much to just add more data so that speeds don’t get throttled? Lastly give your customers in contract an opportunity to re-calibrate and fix their plans. Sincere communication is absolutely essential and critical. Don’t just jolt all your customers with bad news. :/

For example, here’s the plan that my cousin uses in the US from T-Mobile ($30 USD = roughly Php1,300-Php1,400):

  • 100 call minutes
  • Unlimited Text (to all networks)
  • 5GB of Data (gets throttled to 2G speeds if you surpass it)

If you think about it, pwede na! You can then increase the 5GB data via additional buckets or fees if you feel it’s really not enough. They also have a real Unlimited Data plan (with no cap or throttling) but it’s quite expensive.

Offer options, alternatives, and solutions. Don’t just drop the bomb and expect no one to react.

See Also:
What Telcos Can Learn from Globe’s Capgate by John Nieves
Globe Explains FUP

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