Next-generation 5G wireless technology continues to get a lot of attention (and hype) — notably as an enhanced distribution channel for mobile video entertainment.
AT&T and Verizon have been among the first wireless carriers offering 5G networks in the country. AT&T last December said it become the first telecom in the United States offering 5G wireless service over a commercial, standards-based mobile 5G network.
Indeed, consumer awareness of the fifth-generation wireless technology successor has reached mainstream, according to new data from The NPD Group.
Yet, 5G is still more marketing than reality. Availability of 5G-compatible phones to consumers might occur by the end of the year — with mainstream usage on par with 4G LTE years away, according to analysts.
That’s why Sprint is calling foul on AT&T regarding what it claims are false advertising and deceptive acts by the corporate parent to WarnerMedia to confuse consumers.
Sprint, which claims to have 54.5 million subscribers and is attempting merge with T-Mobile, took out a full-page ad in the March 10 edition of The New York Times accusing AT&T of allegedly deceiving consumers into believing that their existing 4G LTE network operates on a much-coveted and highly anticipated 5G network.
A recent survey commissioned by Sprint found 54% of consumers mistakenly believed, based on AT&T’s claims, that the company’s 5G E network is the same as or better than a true 5G network. Another 43% of consumers wrongly believed that if they were to purchase an AT&T phone today, it would be capable of running on a 5G network.
“AT&T is not offering its customers 5G but is delighted by the confusion they’ve caused with their deceptive ‘5G E’ marketing and attempt to convince consumers that they’ve already won the 5G race,” David Tovar, SVP, corporate communications, at Sprint said in a statement. “We’re not standing for this kind of deception, and neither should consumers.”
Indeed, Sprint filed a federal lawsuit asking that AT&T’s ads be stopped.
“Every carrier – every company – should tell consumers the truth and be held accountable for the promises they make,” Tovar said.
An AT&T representative wasn’t immediately available for comment.