While competitors initially mocked AT&T for its “5G-E” branding, calling it misleading, Sprint has escalated the matter by filing a lawsuit against the carrier.
Sprint says it commissioned a consumer survey showing that 54 percent of respondents believed networks labeled 5G-E were equivalent to, or better than, true 5G.
Another 43 percent of those surveyed said that buying an AT&T device displaying 5G-E today meant the device would be compatible with 5G. Knowledgeable readers understand that is not accurate, but it is understandable that many consumers would reach that conclusion.
Here are the core allegations in the complaint:
“5G-E,” which AT&T markets as “5G Evolution,” is in fact an enhanced LTE network. AT&T defends its branding by arguing that these network upgrades will play a central role in the eventual rollout of full 5G, and that the “5G-E” label reflects that evolution.
Sprint contends the labeling creates consumer confusion: because many users interpret 5G-E as a 5G network, they will expect the performance and capabilities associated with true 5G but will not receive them. According to the complaint, this misperception harms 5G’s overall reputation and creates an unfair early foothold in the 5G market for AT&T.
The suit argues further that if consumers who see 5G-E on their handsets believe they already have, or will soon have, real 5G service, the misconception could suppress demand for competing carriers’ 5G offerings and disadvantage AT&T’s rivals.
(Photo by rawpixel on Unsplash)
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