A recent report from Ofcom revealed that most fixed-line broadband users receive speeds that fall significantly short of the "up to" speeds claimed by ISPs.
As it turns out, certain ISPs are taking note and Virgin Media - who, remember, doesn't serve only cable customers - has today revamped its range of ADSL broadband products with the addition of what it calls a "National Broadband Best Speed Promise".
The idea, in theory, is to "banish unrealistic marketing speed claims and give customers honest and transparent information about the technical capabilities of their broadband connection at point of sale," says Virgin.
We applaud Virgin's intentions, but its all-new methods could be deemed as flawed. In an attempt to maintain "quality and transparency", the broadband provider states that in all future marketing of its cable products, it will clearly state "a maximum ‘up to’ speed claim," backed up by the company being able to demonstrate that a connection is "technically capable" of achieving such speeds. For ADSL users of its National Broadband service, Virgin has pledged to clearly state that it offers customers "the fastest broadband we can give you".
Perhaps there's a misinterpretation on our part, but those minor changes don't appear to make actual broadband speeds any more transparent at all.
Indeed, browsing the Virgin Media website this morning provides no shortage of the "unrealistic marketing speed claims" that Virgin claims to be wanting to banish. Here are just some of the highlights:
"Our ADSL broadband is called Virgin Media National Broadband. As well as a great broadband deal, with Virgin Media National you'll always get the top speed we can deliver down your phone line, up to a super-speedy 16Mb."
"Looking for a broadband service you can count on? With Virgin Broadband, you'll always get the fastest broadband we can deliver down your phone line, up to 20Mb."
We're not seeing it, but Virgin Media hopes its efforts will "set a new standard of transparency for the whole industry".
In other related news, the broadband provider today announced that it will offer customers with phone lines direct from Virgin Media later this month, without the need to pay line rental to a third-party. Virgin Media suggests that such a bundle should simply customers' bills, as well as provide savings on broadband plus phone services.
