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For B2C Marketing Professionals

Social Technographics® Profiles Of ISP Customers

Lessons For ISPs' Consumer Product Strategists Based On The Social Computing Engagement Of Their Customer Base

March 14, 2008


Why Read This Report

US Internet service providers (ISPs) face pressure on two conflicting fronts today. First, ISPs face pressure to better manage their networks to both meet customer demand for increased and symmetrical bandwidth and avoid the bandwidth-suck of Web-based content and communications that threaten average revenue per user (ARPU). At the same time, these providers face the looming threat of becoming a "dumb pipe" — and being cut out of the value chain of content delivery over the very access lines that they provide to their customers. By examining the Social Technographics profiles of their current customers and potential subscribers, ISPs can gain insight into how to mitigate both of these pressures. Consumers' use of social technologies will both influence their demand for downstream and upstream bandwidth as well as indicate areas where ISPs may create value for the customer beyond simply providing access.

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