For Consumer Product Strategy Professionals

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	October 29, 2008 Broadband Quality Identify Speed Sensitives to Inform Package Tier Design by Ian Fogg with Mark Mulligan, Doug Williams, Nathan Safran, Nick Thomas

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Executive Summary

Fierce ISP competition and tight cost control are leading to an increasing divergence between the speeds marketed by Internet service providers (ISPs) and the actual speeds consumers experience. Additionally, bundled services increase product complexity.

Key Questions

• What proportion of consumers are satisfied with their home Internet access speed, whether it is the marketed speed or the actual speed?
• How do consumer attitudes about speed compare with the types of package marketed?
• What are the implications for ISP product tier strategies?

This is an excerpt

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