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Big Revolution - Would they lie to you?

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Welcome to Thursday's Big Revolution. Come in and put your feet up, there's lots for you to read toda
 
January 10 · Issue #313 · View online
Big Revolution
Welcome to Thursday’s Big Revolution. Come in and put your feet up, there’s lots for you to read today…
Martin

Big things you need to know today
  • Twitter has signed a strange deal with the NBA to stream the only second half of basketball games – and the camera will be focused on just one player. Users will be able to vote on the player who is shown (during the first half, which they won’t be able to watch on Twitter). I have no idea who wants to watch sport like that…
  • Jeff Bezos and his wife of 25 years, MacKenzie, are to divorce. The pair say they will remain friends. For the world’s richest man, the difference between an amicable settlement and an acrimonious split could be tens of billions of dollars.
The big thought
Come in to be sold fake 5G. Credit: AT&T
Would they lie to you?
Lying to your customers is just business, at least that’s the case according to AT&T’s CEO. The US telecoms firm boss showed he had no regrets about relabeling faster 4G connections as ‘5G E’ on some smartphones.
“If I now occupy beachfront real estate in our competitors’ heads, that makes me smile,” John Donovan said onstage at CES, The Verge reports. He was responding to complaints from rival mobile networks about AT&T’s fake 5G label.
“Every company is guilty of building a narrative of how you want the world to work,” Donovan said. And here’s where any defence he might have been able to cobble together falls apart. Yes, every company builds a narrative around what it does, but to use the world "guilty” betrays that Donovan believes this narrative must be fundamentally dishonest.
Putting a '5G’ label on a 4G connection will work wonders as 5G marketing ramps up in coming years. 'I’ve had 5G for ages,’ customers will think. 'Those other networks must be way behind mine!’ And yet if they actually tried real 5G, they’d see that it was way faster than the 4G they’d been sold as 5G for months or years.
'Authenticity’ is something of a bland marketing term these days, but it’s still important. People still want the brands they interact with to be honest with them. And seeing a CEO actively revel in his dishonesty isn’t a good look.
AT&T may find that customers don’t like being lied to, and that they remember the deception at contract renewal time.
One big read
How Meme Accounts Surface the Meanest Parts of TikTok How Meme Accounts Surface the Meanest Parts of TikTok
When social video content gets repurposed, its context and vibe can change completely. Case in point: TikTok. “That the content of TikTok, a relative newcomer app, has already taken on such varying connotations depending on who is watching it and where it is being watched is remarkable.”
One big tweet
How far can you realistically take the ‘privacy first’ mantra?
Casey Newton
Imagine if Apple lived by its principles and kicked Google and Facebook apps off the App Store. How many iPhones you think they would sell then? https://t.co/19mJVZmpwE
4:48 PM - 9 Jan 2019
That’s all for today...
Back tomorrow. See you then for more Big Revolution.
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