December 3, 2008

US Broadband's Two-Pronged Growth Strategy

"Have" And "Have-Not" Consumers Need Radically Different Product Positioning

by Sally M. Cohen

with Michelle de Lussanet, Abe Garon, Laura Wiramihardja

Executive Summary (This is a document excerpt)

While broadband definitively dominates today's home access market — three-quarters of US online adults have high-speed Internet access at home — two types of online consumers exist. For broadband consumers, the Internet plays an integral role in their daily lives — 94% go online every day. Providers are responding accordingly, with more bandwidth and symmetry to accommodate online video, communications, telework, and other emerging Web-based activities. But the remaining 24% of online consumers who don't have broadband in their homes simply aren't as plugged in to — or reliant on — the Web. These broadband have-nots continue to see price as the biggest obstacle to their own home broadband adoption. Consumer broadband product strategists at telcos and cablecos need a two-pronged strategy to keep seasoned high-speed consumers paying — and to win those who are new to broadband.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.