Forrester

Why Read This Report

Today, broadband households outnumber dial-up households in the online market. To expand the broadband market beyond the 57% of online households that already have a high-speed connection, marketers must rethink marketing messages and channel strategy. To present a value proposition that will resonate with the technology laggard broadband have-nots, high-speed marketing campaigns should feature real-life solutions to specific customer needs. Reaching beyond traditional marketing channels, like beefing up face-to-face customer relationship building via retail and elsewhere, will help providers connect with the hard-to-reach offline have-nots.