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Cape Town – Cell C has won its battle with Vodacom at the Advertising Standards Authority (ASA) over a Wi-Fi calling dispute.
The ASA found that Cell C’s Wi-Fi calling claim in adverts was substantiated despite objections by Vodacom that it was first to market with the service.
In the ruling, ASA consultant Stephan Kotze acknowledged Vodacom’s claim that it launched Wi-Fi calling on June 4 2015.
However, he also accepted respondent Cell C’s reports from Bateleur Brand Planning and William Stucke Associates that Wi-Fi calling was not available to Vodacom customers and was new to the South African market.
“The respondent’s claims that Wi-Fi calling is ‘new’, exclusive to Cell C’ and a ‘first from Cell C’ have therefore been substantiated and they are not misleading,” Kotze wrote.
Wi-Fi devices
READ: Cell C launches iPhone Wi-Fi calling
Vodacom had claimed that the Cell C Wi-Fi calling feature was dependant on a “new update” for supported phones on the Cell C network.
Clear Copy, which submitted Cell C’s response, said that “no special steps are required” for customers to access Wi-Fi calling.
“The update that is necessary is the standard updates that the devices in question automatically install periodically,” said Clear Copy in its response.
Kotze accepted this argument and rejected Vodacom’s claim that Wi-Fi calling would only available to less than 1% of Cell C’s subscriber base.
“In addition, the devices capable of using Wi-Fi calling include one of the most popular models on the market, the Samsung Galaxy S6 smartphone, so the service is not limited to a small scattering of obscure cellphones,” Kotze said.
Beyond the Samsung Galaxy S6 variants, Cell C supports Wi-Fi calling on the AG Style, ZTE V6 and Samsung Galaxy Note 5.
Cell C’s adverts ran in The Star on April 4 and 94.7 Highveld Stereo on April 9.
Vodacom and Cell C also tangled at the ASA in 2010 when the directorate ordered Cell C to shut down its “4G” campaign.
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