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Price almost always defines quality. SSE are selling so cheap that they can't make a profit unless they provide a much lower rate service.
It has taken years for the energy markets to get where they are and even now I would say they are nowhere near perfect - and the energy market is much simply because it is very easy to count the "units" supplied and the cost of those units.
Broadband is not so simple. Price of a unit can depend on how many other people are consuming units at that exact moment in time. So, rather than charge per unit they try and guess how many units in total will be used simultaneously. If they buy to much capacity then they lose a lot of money. If they buy too little then people see contention and speeds suffer. But, the threshold between the two is quite small and it takes time to get more capacity so whilst they may be fine for a while unless they plan very well they could soon be struggling with contention with months before they can buy more capacity.
Ofcom should be setting clear rules on advertising. But, what you really want is them to guarantee peak speeds - but how to measure it? What do you measure speed to? There are many other things that could slow things down (wifi, badly configured router, duff filter, local extension wiring, congestion at the destination server, congestion on destination server links, congestion on intermediate links, etc). So, without a standard test that rules all these things out Ofcom can't easily enforce throughput requirements - so they only really base on sync speed as that is relatively easily measured (although still impacted by some of my previous list)..
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