Crossed wires at 3 and Orange

Mobile operator 3 has written to the Advertising Standards Authority accusing rival operator Orange of misleading customers in its recent ad campaign. With network reach and strength the most important differentiator in the mobile telecoms market, Orange has launched a campaign claiming to have the UK’s largest 3G network, covering 93 per cent of the population. But 3 argues that, while it covers less people, it’s network has the largest geographic reach. Orange responded that it had based its claim on figures published by 3 itself, and noted that “it is not how many masts you have, it’s where you stick them”.