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Wednesday, January 09, 2019

Switcheroo 

AT&T's rivals are blistering the company for its claim that it has a 5G network.  AT&T apparently decided to rebrand its 4G system as 5G without installing the equipment needed for true 5G.  To say that is disingenuous is understatement.  The phone carrier ought to be ashamed.  From a PR perspective, it could be a disaster.  It confuses customers and ultimately when real 5G is installed, they will have to upgrade their phones to take advantage of it.  In AT&T's defense, there is no industry-wide standard for 5G yet, so claiming it now might not seem so weasel-worded.  On the other hand, AT&T is a brand long associated with innovation and pulling such a marketing ploy is out of character.  One hopes the company will reconsider what it is doing and back away from the claim until it has the equipment to make it.

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