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KC Reacts to Russian Roulette of Misleading Unlimited UK Broadband ISP Claims

Posted: 18th Jun, 2010 By: MarkJ
KC UKKC ( Karoo ), the incumbent phone and broadband ISP for Hull and East Riding in Yorkshire (UK), has today called for greater transparency when it comes to the advertising of broadband internet access speeds and download allowances.

The operator also welcomed yesterdays news that the Advertising Standards Authority (ASA) would be launching a long overdue review into the same issues (here).

Nick Thompson, KC’s Director of Consumer Services, comments:

"When it comes to broadband speeds, picking a provider must feel like Russian roulette for a lot of consumers. For too long the industry has made eye-catching claims that fail to deliver upon their promise and leave customers feeling unhappy. The speed issue gets a lot of the headlines, but the increasing popularity of online video and data hungry services means that people are becoming ever more frustrated with download limits also.

It is great to hear that the ASA is launching a comprehensive review of how internet services are marketed, but there is more that ISPs can do also. At KC, we have developed an interactive speed map that allows users to put in their postcode and check the broadband speed and performance of existing users in their street.

We also make our download limits clearly available to customers and have actually recently increased our download allowances at a time when many providers are making cuts. It is only by adopting this level of transparency that consumers will begin to trust the industry as a whole again."

KC, just like any ISP, is by no means immune to the many issues that can hamper broadband speed on existing technology (line length, interference, internal wiring problems, router/modem settings etc.), though it does offer a seemingly clearer outline of fixed usage allowances for its packages.

It was also one of the first ISPs to stop promoting headline speeds and instead offer only what your telephone line claims it can handle. However this could make it more difficult to compare against rivals. At least it might if KC had many rivals inside its area of coverage.
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