For Consumer Product Strategy Professionals

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	March 2, 2009 Broadband Acquisition Hits Crunch Time In Europe Develop Poacher Tactics Using Word Of Mouth by Ian Fogg with Nate Elliott, Sally M. Cohen, Mark Mulligan, Dan Wilkos

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Executive Summary

The broadband market is maturing quickly. Even if the economy recovers, Internet service providers (ISPs) will find it increasingly hard to acquire broadband customers. Price alone won't be sufficient to drive uptake. Consumers cite friends' recommendations as the key factor in choosing an ISP. Therefore, providers must develop innovative new strategies that leverage word-of-mouth techniques to convert their own customers into becoming their lead marketers. This will be hard to do. ISPs must consider radical steps such as the internal reorganization of marketing teams to remove existing "retention" versus "acquisition" strategy silos.

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