Bernhard Warner
Win tickets to the ultimate village fete with welly wanging and more
There is no greater rip-off being perpetrated on the public than the selling of consumer broadband services. What you sign up for is certainly not what you get.
Here in Rome, I pay Telecom Italia €25 (£18.90) per month for what they enthusiastically advertise as a 20 megabit-per-second (Mbps) line. Out of frustration, I check the speed frequently, logging on to one of the many free broadband speed tests you can find online. The top speed I’ve ever recorded is about 9 Mbps. This is a stark improvement from the slow days of December when I was consistently getting a top seed of just over 3 Mbps, but certainly nowhere near what Telecom Italia advertises. By my calculations, I receive anywhere from nearly half to less than a sixth of what my contract stipulates.
If Telecom Italia were in the soft drink business, I imagine they would be selling anywhere between one and three full cans of soda per six-pack.
Remarkably, the situation is worse in Britain.
According to a recent survey by Broadband Expert, a British outfit that measures Europe’s most dreadfully slow broadband market, the average Briton maxes out at 2.95 Mbps. Bottom of the league table is Tiscali, the survey of 18,558 speed tests reveal, with Tiscali customers clocking in on average at 1.72 Mbps. Be Broadband scores a more reasonable 6 Mbps plus to take the top position.
At 2.95 Mbps, Britain has barely budged from its position at the low end of the world’s most developed nations. According to a global study last autumn by the Information Technology and Innovation Forum (ITIF), Britain had been plodding along at 2.6 Mbps, the group says.
A slow connection is frustrating in itself, but when you consider that you are being enticed into a contract on promises of much higher speeds, the delays are maddening. Consider Tiscali. As Broadband Expert points out, Tiscali advertises superfast download speeds of "up to 8 Mbps" and yet consistently delivers speeds of less than a quarter of that promise.
The phrasing “up to” is the key. Thanks to a recent stern warning from the UK telecoms watchdog Ofcom, ISPs now have to emphasise those two words in their adverts. The Advertising Standards Authority has ruled that companies should only claim speeds of “up to 8Mbps” if a significant number of customers would achieve that figure, but there is little evidence that this vague standard is being enforced. Never mind actually delivering the promised speed to all customers, or even a majority of them. No, the industry appears more willing to ratchet up the marketing investment to lure in punters than to spend the money on digging up the streets and improving the speed of the service.
Of course, establishing a uniform broadband speed for a given market is nearly impossible for an ISP. A host of issues – how close you are to the central switch, how many broadband users are between you and that switch, and how many broadband users ahead of you are clogging the line with gigabytes worth of movie downloads – all create a drag on the line, slowing down your surfing experience to even that of your neighbour up the road.
That’s the reality consumers must deal with, but it still does not excuse the fantastic claims endemic in the marketing of broadband. Competition is fierce, which is a good thing for consumers as it naturally keeps prices down, But coinciding with stable and even declining broadband prices across Europe we have seen an escalation in outrageous speed claims by ISPs.
The easiest way to solve this problem is to outlaw disingenuous maximum speed claims. The phrase “up to X Mbps” should be replaced by “an average speed of X Mbps,” and these average speeds should be audited every six months by national regulators to bring a much-needed dose of reality to the market. Under such a scheme, I would suggest, ISPs could only advertise the speeds approved by the national regulator.
Call it honest marketing, something the ISPs seem to have abandoned long ago.
---
Bernhard Warner, a freelance journalist and media consultant, writes about technology, the internet and media industries. He can be reached at techscribe@gmail.com
Follow our three athletes' progress in their preparations for the London Triathlon, and pick up training tips and more
Enjoy screenings of all the classic films you love, plus take advantage of two-for-one tickets
We explore leisure activities that are safe and suitable for all of the family
Times Online's new TV show helps you make the right decisions for your pet
Read our exclusive 100 Years of Fleming and Bond interactive timeline, packed with original Times articles and reviews
The latest travel news plus the best hotels and gadgets for business travellers


Get Times news, business and sport on your mobile. Text Times to 86626


Overseas contacts and local business information

2002/02
£59,995
The Midlands
F/1989
£36,000
Hollingworth At Ombersley
2007/57
£35,000
South East England
Great car insurance deals online
90K plus bonus plus options
Confidential
London
To £28k
Barclaycard
Various (outside London)
£
£40,000 - £50,000 + benefits
Lloyds Pharmacy
Coventry
£38k
Barclaycard
Various Locations
Live in One of London's Most Vibrant Areas
From £249,950
Beautiful Gardens w/ stunning Thames Views
Studios £33K, 1 Beds £60K, 2 beds £79K
Mortgages, bank acc & money transfers to help you buy abroad
Explore mystical Jordan
From £1030 for 7nts 4*
to USA's Most Cosmopolitan City; San Francisco!
£POA
Book Now for Winter 08/09 and Get 10% off!
Great travel insurance deals online
Contact our advertising team for advertising and sponsorship in Times Online, The Times and The Sunday Times. Search globrix.com to buy or rent UK property. Visit our classified services and find jobs, used cars, property or holidays. Use our dating service, read our births, marriages and deaths announcements, or place your advertisement.
Copyright 2008 Times Newspapers Ltd.
This service is provided on Times Newspapers' standard Terms and Conditions. Please read our Privacy Policy.To inquire about a licence to reproduce material from Times Online, The Times or The Sunday Times, click here.This website is published by a member of the News International Group. News International Limited, 1 Virginia St, London E98 1XY, is the holding company for the News International group and is registered in England No 81701. VAT number GB 243 8054 69.
About fibre optics,
We live in a small village with very slow speeds, we have a small village school, with a fibre optic cable running 12 feet from my house, this could provide the highest speeds possible for the whole village, what a waste.
Rob, Notts,
I have read the reports of "slow" speeds with envy. The best speed I have ever received is 0.4mbps. It seems that BT just don't care about customers who live in rural areas but as we are generally deprived of facilities, that most take for granted, a decent service is really vital, especially when many small businesses depend on a decent connection.
Rod Boyce, Lyme Regis, U.K.
When you're plodding along the M1 on your way to work at 5mph in a car that is capable of "up to" 200mph, are you going to complain that the car was sold to you in a misleading way or that the road is congested? Unfortunately, broadband operators sell you access to the road and lease you the car, metaphorically speaking, but market it as if you're driving alone on the autobahn. We have to push broadband operators to make the roads wider, not the cars faster and stop whining about "misleading advertising". Vote with your feet - if you don't like one operator, switch to another. You might be surprised that if you REALLY want 20Mbps broadband you're going to have to fork out significantly more than you currently are.
broadbandcritic, London, UK
I got 1.4 MB from Pipex Homecall when BT were only offering 512 mbps. This was fine until last September, when it had dropped to 1.3 MB. I was told by Pipex that BT had promised up to 1.9 MB on the line when the essential maintenance was finished at the Egham Exchange. After a few days, and £8 of phone calls, it seems BT had switched off the Pipex gear at the Egham Exchange. When the connection was
re-established I had 1.2 MB. I tried to get BT to test the line but the automated thing just says I am not a BT customer so contact my provider. Pipex Homecall haven't done anything about it as far as I know.
I heard of schemes to run BB cable through sewers, but we have a local sewerage plant not connected to mains drainage. We are too far from the town to even have cable TV. I wish Sky could do BB by satellite. The rural customers could have a decent service then. BT should be made to upgrade all rural cables to fibre optics before town customers get upgraded....
and pigs might fly
Beryl, Windsor, England
I am in China (!) I pay for 1mbps. I get 1mbps. When I lived in Taiwan, I paid for 2mbps and I got 2mbps. When I went home for Christmas I was gobsmacked at how much my parents were paying for very very slow "broadband". As far as I am aware the Sale of Goods Act 1979 as amended in er um about 1985 applies to the provision of services. There is also the Unfair Contract Terms Act 1977 (?) to think about when it comes to the term "up to". At some point this must surely come into play when "eleventy billion bps" is really 600k bps and the contract says "oh but we don't really guarantee anything".
I never thought I'd say this, but is it time to renationalise BT and go back to the Post Office Telecommunications as part of the GPO? [And give us back the Royal Mail as part thereof.] Funny that state-owned China Telecom is showing up the UK telcos in terms of residential broadband. Who benefited from privatising BT anyway? Didn't the taxpayer pay for the internet backbone in the first place?
Warren Hamilton, Shanghai,
Dont feel bad - its exactly the same here and we pay more. In a semi-rural are you will also have one provider if you are lucky.
Bill Atkins, Rehoboth Beach, USA
What people fail to realize is, is that content they download can only travel as fast as the source of the content can send it at.
IE, if you have 20MB broadband, and download a file no quicker then 9MB, then it's more then likely the that the servers your downloading from are eith busy, restricted on what bandwidth they supply, or distributing Bandwidth equally between users (AKA) "Network Shaping".
If you download 3-4 files at once, then yes, you should get a combined "UPTO 20MB" Download Speed.
That "UPTO" is the magic word, You could download 1 File at 1900kb/s and then would take another 20 files to get you near 2000kb/s, just the fact that the more files you download simultaneously, the more likely you'll acheive download speeds advertised by ISP's.
Gav, Birmingham, Birmingham
Maybe they shoudl rate the charge compared to the online test for your postcode maximum speed depending on the individuals distance from the local exchange.
Decreasing the cost depending on this rather then selling an up to XMB slogan would seem a fair price adjustment to the customers level of service.
Lawrence mcintosh, Liverpool, Knowlsey, England
Same old story, rip off Britain. And who cares, nobody !
What's the Sale of Goods Act for, or aren't they selling goods ! Retailers get done for selling in pounds instead of kilo's, or selling beer short of a pint, but if the providers sell us short, hey man ! We need profits !
Phil de Buquet, Newport, England