5G E? 5G Plus? 5G Ultrawideband? Will the real 5G please stand up?

AT&T has drawn ridicule by relabeling the network used by some of its phones as �5G E� to signal that the next-generation wireless network is here. Problem is, phones capable of connecting to 5G aren�t coming for another few months, and a national 5G network won�t be deployed until 2020 or 2021.

But Verizon, which complained Tuesday about AT&T�s move, did something similar when it launched a residential wireless service with the 5G moniker using its own proprietary technology. Although there are now industry standards specifying exactly what 5G networks must meet, dubbed �5G NR,� there are still some grey areas, particularly when it comes to marketing. Carriers are using all tools at their disposal as they race to try to convince consumers they�ll be �first� with 5G.

A new generation of wireless network comes along every several years, so the stakes are high for carriers to establish their dominance. When it�s fully deployed, the �5G� network is expected to give mobile users faster speeds for video, self-driving cars and connected devices at home as demand for these ramps up.

IDC analyst Jason Leigh said labeling 5G is a �battle between marketers and engineers,� as they try to balance hype and reality.

There�s a history of carriers being murky about network claims. AT&T, T-Mobile and Sprint started calling an enhanced 3G network 4G in the early 2010s. There�s more pushback this time because people are now more aware of what a next-generation network can do.

AT&T said in December that it would offer a �5G Evolution� service to some of its newest Android phones in 400 markets. The �5G Evolution� service is essentially the existing 4G network with some added features that can boost speeds, technology similar to what Verizon and T-Mobile have also rolled out under different names. That�s separate from the standards-based 5G network that AT&T and others are building.

Bob O�Donnell from Technalysis Research said AT&T�s �5G E� network may be slightly faster than the current 4G service but it is more like �4.5G� than �5G.�

�It�s not really 5G, and it�s very confusing to people,� he said. �I�m not very sure what the logic was to be honest.�

On Tuesday, Verizon launched a marketing offensive pushing back on the �5G E� label with full-page ads in The New York Times, The Wall Street Journal and elsewhere.

�The potential to over-hype and under-deliver on the 5G promise is a temptation that the wireless industry must resist,� Verizon chief technology officer Kyle Malady wrote in the ad. Malady also said Verizon wouldn�t �call our 4G network a 5G network if customers don�t experience a performance or capability upgrade that only 5G can deliver.�

Still, Verizon itself rolled out a 5G wireless broadband service in four cities in October using its own proprietary technology rather than industry-based standards. This residential service is meant to compete with cable rather than offer cellular connectivity outside the home. Verizon plans to update the equipment once standards-based devices are available, but there�s no timeline for that.

Verizon spokesman Kevin King said comparing Verizon�s 5G service to AT&T�s move is a mistake because Verizon has been clear that it wasn�t using standards-compliant equipment right away.

T-Mobile CEO John Legere, meanwhile, tweeted a tongue-in-cheek video showing T-Mobile�s LTE network symbol on a phone replaced with a piece of tape reading �9G.�

AT&T declined to comment about the pushback.

While there aren�t any legal ramifications in calling AT&T�s latest network 5G E, there�s a risk in alienating customers, said Leigh, the IDC analyst.

�They�re entitled to call their product whatever they want,� Leigh said. �Ultimately they�ll have to deal with any confusion from a customer perspective.�

(AP)