Robins Global News & Noticias

  • Featured Guest Post
    Featured Guest Post
  • Featured Guest Post
    Featured Guest Post
  • Featured Guest Post
    Featured Guest Post
  • Featured Guest Post
    Featured Guest Post
  • Trump Pence News
    Trump Pence News
  • Weather Alerts
    Weather Alerts

RobinsPost News Network

+ Larger Font | + Smaller Font

Consumer Daily Reports

Consumer News: Sprint sues AT&T over 5GE branding

PhotoAT&T’s decision to update its connectivity logo with a “5G E” icon has drawn criticism from its competitors. Now, Sprint is suing the carrier over the controversial marketing strategy.

Sprint has filed a lawsuit in federal court seeking an injunction to bar AT&T from using 5GE logos on its devices or advertising, citing poll results that suggest these logos are misleading to consumers.

According to a survey commissioned by Sprint, 54 percent of consumers believed the "5GE" networks were the same as or better than 5G; 43 percent thought that their AT&T phone would be 5G capable if they went out and bought one that day.

Accused of misleading consumers

AT&T updated the logo on some of its devices to indicate that they had received some speed-boosting upgrades. The “E” is intended to stand for “evolution” -- it does not signify that the device is currently capable of connecting to 5G networks.

Sprint’s President of Business Jan Geldmacher said in an interview at CES 2019 in January that the updated “5G E” icon on some of its rival’s devices isn’t real 5G.

“They [AT&T] call it 5G, but we believe it’s not 5G,” Geldmacher said. “We roll out the real 5G. It’s based on our 2.5 gigahertz spectrum. It’s based on our massive mine of technology, and it’s compliant with the 5G [rules], which we have agreed to.”

In its lawsuit, Sprint argues that AT&T’s branding strategy is damaging the reputation of 5G as it works toward the deployment of legitimate 5G. Currently, there are no 5G-enabled mobile phones or tablets available for sale from any service provider in the U.S, Sprint said in the complaint.

“By reason of AT&T’s unlawful acts and practices, Sprint has suffered, is suffering and will continue to suffer damage to its business, reputation and goodwill, and the loss of sales and profits Sprint would have made but for AT&T’s acts,” the complaint reads.

AT&T responds

AT&T has denied that it’s misleading consumers and argued that 5G Evolution is a significant step forward. In response to the lawsuit, AT&T issued the following statement:

“We understand why our competitors don't like what we are doing, but our customers love it. We introduced 5G Evolution more than two years ago, clearly defining it as an evolutionary step to standards-based 5G. 5G Evolution and the 5GE indicator simply let customers know when their device is in an area where speeds up to twice as fast as standard LTE are available. That's what 5G Evolution is, and we are delighted to deliver it to our customers,” the carrier said.

“We will fight this lawsuit while continuing to deploy 5G Evolution in addition to standards-based mobile 5G. Customers want and deserve to know when they are getting better speeds. Sprint will have to reconcile its arguments to the FCC that it cannot deploy a widespread 5G network without T-Mobile while simultaneously claiming in this suit to be launching ‘legitimate 5G technology imminently.”

Posted: 2019-02-11 15:45:31

Get Full News Story On Consumer Affairs

Listen to this article. Speaker link opens in a new window.
Text To Speech BETA Test Version.

Print Friendly and PDF Share Embed

Related News Stories From The Web And More

Related Bing News

Consumer News: Sprint sues AT&T over 5GE branding | Consumer Daily Reports | RobinsPost News Network - Newscast

Sprint’s 5G E lawsuit tarred AT&T, but didn’t help consumers

Tue, 23 Apr 2019 10:58:00 GMT

The branding infuriated competitors and allegedly confused prospective customers, but after a settlement with Sprint, AT&T’s going to keep using the 5G E label, and some number of people are ...

Sprint and AT&T reach settlement in 5G Evolution lawsuit

Tue, 23 Apr 2019 07:00:00 GMT

Back in February Sprint sued AT&T over using what it believed misleading 5G branding. AT&T users basically started seeing a 5G E icon instead of 4G in more than 400 markets, a move AT&T ...

AT&T, Sprint settle 5G E lawsuit, but AT&T will reportedly still use 5G E

Tue, 23 Apr 2019 04:17:00 GMT

U.S. carrier Sprint took rival network AT&T to court earlier this year after the latter introduced fake 5G branding on several phones using its network. Now, it turns out that the two networks have ...

AT&T and Sprint settle lawsuit over faux 5G branding

Mon, 22 Apr 2019 21:40:00 GMT

The terms of their settlement remain unclear, though. To say AT&T's rivals were unhappy with its fake 5G branding is an understatement -- Sprint even filed a lawsuit against the carrier, accusing it ...

AT&T’s 5G E marketing ploy is turning out to be a disaster

Mon, 22 Apr 2019 18:09:00 GMT

AT&T may have just amicably settled a false advertising lawsuit with Sprint over its “5G Evolution” branding, but the company’s apparent marketing strategy here is proving to be a disaster. Rather ...

Related Bing Web Search

Home - Personal Branding Blog - Stand Out In Your Career

(Sun, 21 Apr 2019 11:04:00 GMT)

Learn How to Build a Powerful Personal Brand That Will Differentiate You and Allow You To Compete in the Global Marketplace.

Branding Beach Club

(Sun, 21 Apr 2019 12:16:00 GMT)

join the family. goods. contact

Salt is an independent full-service branding agency

(Sat, 20 Apr 2019 14:04:00 GMT)

An independent full-service branding agency with headquarters in San Francisco helping brands be essential and succeed in the hyper-choice economy.

Pluvo - Branding Brisbane, branding Sydney, branding ...

(Sat, 20 Apr 2019 12:53:00 GMT)

Welcome, we are Pluvo. Pluvo is an independent branding agency with 20 years of experience delivering marketing strategies with bold, integrated ideas.

Reach Personal Branding - Home - Reach

(Tue, 16 Apr 2019 15:35:00 GMT)

Reach’s brand-focused solutions differ from traditional talent development philosophies—and that’s good for you and your teams. Within this portal, you’ll find the personal branding and social branding resources you need for success today.


(Sat, 20 Apr 2019 16:20:00 GMT)

HJGHER is a creative consultancy with specialised backgrounds in design and behavioural science with a primary focus on Design Psychology; the science of how form and function is directly related to human emotion, cognition and behaviour.

Brands and Branding--Wyoming Tales and Trails

(Fri, 19 Apr 2019 03:57:00 GMT)

Branding, 1904, published by H. H. Tammen. For discussion of Harry Heye Tammen, see Cody.Branding in a corral involved first roping the calf, in some instances the corral would have a snubbing post to which the calf would be tied while stretched with a rope so the iron could be applied.

Related News Story Videos From Youtube

Sprint sues AT&T over 'deceptive' 5G E branding

Related Videos On: Sprint sues AT&T over 'deceptive' 5G E branding

Sprint Sues AT&T Over Fake 5GE

Related Videos On: Sprint Sues AT&T Over Fake 5GE

Sprint sues AT&T over fake 5G service

Related Videos On: Sprint sues AT&T over fake 5G service

Sprint Sues AT&T Over '5G E' Branding

Related Videos On: Sprint Sues AT&T Over '5G E' Branding

Sprint sues AT&T over fake 5G logo

Related Videos On: Sprint sues AT&T over fake 5G logo

Blow Us A Whistle

Comments (Whistles) Designed By Disqus

Company Information

Official Content Providers


We recommend Firefox 3 (and above), Edge, and Chrome for dynamic performance.
© 2008-2019 RobinsPost (The Bird's Eye View Company) All rights are reserved.
RobinsPost provides links to news sites based on their RSS feeds.
All trademarks, copyrights, videos, photos and logos are owned by news sources.
News stories, videos and live streams are from trusted sources:
Bing News, Google News, NewsApi.org and YouTube Search Results.
ROBINSPOST Is Proudly Made In America.
Where Quality, Safety and Service Comes First.