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What’s In A Name? 5G Wireless Claims, But No Real Network

AT&T has drawn ridicule by relabeling the network used by some of its phones as “5G E” to signal that the next-generation wireless network is here. Problem is, phones capable of connecting to 5G aren’t coming for another few months, and a national 5G network won’t be deployed until 2020 or 2021.

But Verizon, which complained Tuesday about AT&T’s move, did something similar when it launched a residential wireless service with the 5G moniker using its own proprietary technology. Although there are now industry standards specifying exactly what 5G networks must meet, dubbed “5G NR,” there are still some grey areas, particularly when it comes to marketing. Carriers are using all tools at their disposal as they race to try to convince consumers they’ll be “first” with 5G.

A new generation of the wireless network comes along every several years, so the stakes are high for carriers to establish their dominance. When it’s fully deployed, the “5G” network is expected to give mobile users faster speeds for video, self-driving cars and connected devices at home as demand for these ramps up.

IDC analyst Jason Leigh said labeling 5G is a “battle between marketers and engineers,” as they try to balance hype and reality.

There’s a history of carriers being murky about network claims. AT&T, T-Mobile and Sprint started calling an enhanced 3G network 4G in the early 2010s. There’s more pushback this time because people are now more aware of what a next-generation network can do.

AT&T said in December that it would offer a “5G Evolution” service to some of its newest Android phones in 400 markets. The “5G Evolution” service is essentially the existing 4G network with some added features that can boost speeds, a technology similar to what Verizon and T-Mobile have also rolled out under different names. That’s separate from the standards-based 5G network that AT&T and others are building.

Bob O’Donnell from Technalysis Research said AT&T’s “5G E” network may be slightly faster than the current 4G service but it is more like “4.5G” than “5G.”

“It’s not really 5G, and it’s very confusing to people,” he said. “I’m not very sure what the logic was to be honest.”

On Tuesday, Verizon launched a marketing offensive pushing back on the “5G E” label with full-page ads in The New York Times, The Wall Street Journal and elsewhere.―The New York Times

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