Epitiro ipQ enables broadband operators to meet CAP / BCAP advertised speed regulations
Oct 19th, Cardiff, Wales - Epitiro, a leader in broadband performance analysis, today announced the latest version of its ipQ broadband analysis software, which allows broadband providers to comply with new CAP/BCAP regulations on advertised speeds.
The Review of Telecommunications Marketing has stipulated operators provide proof that an advertised maximum speed is available for at least 10 per cent of customers.
Last week the advertising regulatory bodies CAP and BCAP issued a statement saying: “advertised maximum speeds should be based on the actual experience of an ISP’s customers and therefore advertisers should be able to demonstrate that the speeds claimed in their advertising can be achieved by a reasonable proportion of consumers.”
Epitiro’s ipQ easily scales to hundreds-of-thousands of users via ‘over-the-air’ downloads for smartphones and from website links for computers and laptops. Indeed, a recent project for the BBC saw 44,000 users download the app in a 72 hour period.
http://www.bbc.co.uk/news/business-14574816.
ipQ can also be embedded as part of an operator’s connectivity software thus ensuring the quality of service for all new subscribers is managed.
Gavin Johns, Epitiro’s CEO said: “The new regulations make the advertising criteria clear to operators but testing must be undertaken intelligently to avoid unmanageable costs that will ultimately be passed to the consumers. By using crowd-sourced data generated from software apps running on the end users’ PCs and mobile phones, ipQ allows a cost effective approach to rapid deployment across thousands of users.”
The new guidelines came into force on the 29th September following a request by the Advertising Standards Authority (ASA), who asked CAP to review advertising claims in the telecommunications sector following complaints about whether consumers could achieve advertised speeds.
Speeds can only be stated as a maximum if:
- Advertisers can demonstrate the speed is achievable for at least 10% of customers.
- Advertisers also include where relevant, appropriate, additional information on factors that are likely to cause some customers to receive speeds significantly below the claimed maximum speed to ensure the average consumer is not misled.
- The substantiation for speed claims is robust and reasonably representative of actual performance
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