AT&T’s theory of Evolution assumes its customers aren’t highly Evolved

by Steve Blum • , , ,

Att customer evolution

AT&T subscribers will get 5G on their smartphones soon. No, not 5G service. Just a “5” and a “G” and a little bitty “E” at the top of their screens, where it now says “4G”. It’s a branding move, and not a particularly honest one. About a year ago, AT&T announced it was relabelling its 4G upgrades as 5G Evolution (that’s what the little E stands for).

According to a story in Fierce Wireless by Mike Dano…

AT&T…introduced the “5G Evolution” marketing label to cover markets where it offers advanced LTE network technologies…AT&T has argued that such technologies pave the way for eventual 5G services, though critics have argued that AT&T’s “5G Evolution” marketing moves only serve to sow confusion among consumers.

AT&T’s decision to change its “LTE” indicator to “5G E” has precedence. Sprint branded its WiMAX network as a 4G offering, while T-Mobile (and then later AT&T) both branded HSPA+ as 4G before the arrival of LTE. Those moves were notable considering the wireless industry widely regards LTE as the official 4G technology.

For the record, Sprint had a legitimate reason for characterising its WiMAX service as 4G. At the time, the WiMAX and LTE standards were fighting it out to be the industry’s 4G choice. LTE won by a knockout, but WiMAX was a legitimate contender for the title. The 3G upgrade hyped by T-Mobile was not.

This new tech does mean better 4G service, although AT&T’s carefully worded and highly conditional press release makes it seem more than it is. The 4G upgrade “enables a peak theoretical wireless speed of 400Mbps for capable devices”, according to the company, with an average 40 Mbps “based on real world experiences”.

I presume the real world they’re referring to is Earth, but they didn’t actually say that. Read it as you will.