How unsuspecting HomeZone users are cunningly forced to use mobile services
A brief history
For the past two years CCATS has been pointing out a multitude of problems with HomeZone (an inferior GSM service all along) including its serious billing problems, unacceptable service level and the fact that it is not (and should not be considered as) a replacement and a cheap substitute for true landline service in rural areas. As HomeZone’s service level somewhat improved in the months leading to the launch of GoMobile in January of 2006 with introduction of HomeZone Plus (which incidentally also served as a test platform for GoMobile) a massive media campaign sought to increase the number of HomeZone users. With the launch of the all-mighty GoMobile the massive marketing campaign and the irresistible special offers for HomeZone completely dried up – to the extend that one would not even know that such service even exists now. Eventually, within months, even the sign for HomeZone service at the Matafele main branch disappeared! To add insult to injury as a result of unannounced numbering reshuffling with the introduction of HomeZone Plus many customers thought the service had ceased operation altogether and so they resorted to mobile.
Gradually deteriorating service
It can be factually verified that the HomeZone service gradually deteriorated as soon as GoMobile service was launched: prolonged outages, “network busy” or “call failed” messages, rising incidents of fake engaged dialed numbers or incorrect voice prompts – all in all a major inconvenience at best (at worst potentially dangerous in emergency situations), waste of time and money but also loss of productivity for the HomeZone users.
Resorting to Mobile
What other choice do the captive customers in rural areas without landline service have other than using expensive mobile for routine use? CCATS predicted this and published this predicament last year. While the original questions regarding the service level, cost to the provider and the end-user still remain, new serious questions have emerged: technically HomeZone service is capable of delivering GPRS data (and hopefully soon EDGE) in the same way as GoMobile to rural areas. What is the rationale behind blocking internet access via HomeZone to rural residents (which incidentally should be rated lower than mobile) other than forcing them to resort to the more expensive mobile service? What are the inconspicuous and unpublished (but already established) deals whereby one can exchange (“upgrade”) one’s HomeZone SIM for GoMobile? Why are HomeZone rates still different and oddly rated (25 sene per 15 minutes with no partial increments vs. GoMobile 3.4 sene per 6 seconds!) And why should HomeZone users not be able to enjoy the benefits of postpaid service?
Elaborate scheme or plain technical incompetence
We let you judge for yourself especially in light of the preceding historical evidence and the following compelling fact: The HomeZone Plus service runs on the same mobile platform (switch, cell site/towers) as GoMobile with the only difference that the numbers are location bound – so theoretically any technical problem should affect both services the same way. But users find that when HomeZone service has not been available for some reason or another (which seems to be happening more and more often), GoMobile service has still been working using the same handset or fixed wireless terminal.
There is only one plausible cause for such deteriorating service: different network resource allocation. Put in real simple terms: either the network resources available to HomeZone service have been set (or lowered) to such degree that it saturates (network busy, call failed, fake busy numbers) when certain number of simultaneous users is reached or, the more likely scenario, the switch has been configured to “grab” the resources of HomeZone and “give” it to GoMobile when a certain percentage of mobile network congestion is detected – this is commonly known as “trunk prioritization”.
Either way, this is a classic case of an incumbent provider in a monopolistic position covertly shifting customers to use a more profitable service. From the regulatory point of view this is illegal practice. But often even the most effective regulator either misses such clandestine practices or does’t have the resources, or access to reliable data to pinpoint such irregularities.
Besides, confident that it is a mammoth effort to prove such subtleties, the accused provider often flat-out denies any wrong-doing and dismisses such allegations as preposterous – knowing that when it comes down to it, with the flick of a finger technical settings can easily be changed. And while there is never any customer satisfaction data available, fault reporting, as an indication of customer complaint, is “soft” data that can be selectively collected and easily shaped to fit one’s own purpose.
In reality things are even more complex than depicted here! See our previous post about “learned helplessness – conditioning customers’ behaviour and expectation
Update – Monday 06 August 2007
After reporting HomeZon’s unacceptable service to SamoaTel and many months of following up to no avail we elevated the matter to the Regulator. How bizarre that it took only minutes to fix the compounded problems of HomeZone service level on the same day the issue was raised to SamoaTel by the Regulator!
Update – Current date
Absolutely nothing has been done by the Regulator’s Office nor SamoaTel about this! How shameful!