Ericsson's New Math
Ericsson Canada did a survey recently that suggests 63% of Canadians between
the ages of 15 and 69 have a wireless phone. The company got this number by
interviewing 2,000 people.
What's troubling about it is Ericsson's decision to ignore widely-accepted
industry standards when it comes to wireless penetration. If it had gone
that route, the real penetration rate would have been about 46%.
So what's Ericsson thinking? Why are they trying to pull a fast one over on
everyone? Are they simply trying to get some media attention? Are they
trying to convince the federal government the wireless industry in Canada is
healthy, and allowing the Rogers-Microcell acquisition will not harm
competition?
Regardless of Ericsson's motives, it has been a successful PR exercise given
the fawning coverage in today's Globe and Mail, and widespread radio spots.
The problem, however, is Ericsson is manipulating data to serve its own
purposes. They are producing misleading information, and that's just wrong.
November 23rd, 2004 at 4:52 pm
Sadly, Canadian Press picked it up. I'm surprised the Globe did something. When I got a call from Ericsson I told them we don't generally report on vendor-backed and promoted surveys — for obvious reasons. But they got what they were looking for, which is widespread coverage from a national newspaper, a national wire service and radio stations who rip and read. Good promotion as we enter X-mas. Good for Ericsson, shame on the press.
(Tyler)