Mobile Networks Struggle with Data Demand

Your mobile network may use phrases such as ‘unlimited data’ in its marketing but the reality is that mobile networks are, in fact, struggling to keep up with demand.

The major mobile networks in the UK are struggling to meet demand for smartphone Internet access, reports The Guardian.

Writing for the newspaper, Juliette Garside explained that this issue has meant O2, Vodafone and Orange have had to impose restrictions on supposedly ‘unlimited’ data deals, often citing the possibility of abuse as the reason for protecting their share of the 3G spectrum.

Ms Garside claimed there is a very real danger that the systems may become overloaded and noted that all three major providers will be eagerly awaiting the forthcoming auction of 4G network space.

Until then, the firms will be allowed to continue to use the word unlimited to describe their restricted services, as long as they inform customers of the details, she remarked, citing a ruling by the Committee of Advertising Practice.

“In recent times, the term ‘unlimited’ has joined ‘free’ in the lexicon of [the] most discredited marketing words. As anyone trying to download a large file during the online evening rush hour will know, unlimited broadband access means anything but,” added Ms Garside.

The problem has led to an increase in the number of complaints received by the Communications Ombudsman on the topic, according to Moneywise. A spokesperson for the organisation, Andrew Bradley, explained that many smartphone users are not even aware of how much data they are using.

Bradley accepted that the loose definition of the word unlimited is likely to cause misunderstandings and revealed that a common grievance is that the mobile network does not provide sufficient information on charges.

Congestion of the limited bandwidth of the 3G networks has steadily risen over the last couple of years as more users have adopted smartphones (such as iPhones and Android devices). Unfortunately, with 4G roughly a decade away for most of us, 3G is the only truly ‘mobile’ service and we largely have to live with it. Free WiFi and services such as BT OpenZone do offer an alternative, but only if you visit the right places.