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BT To Drive Broadband With Content

Posted: 19th May, 2004 By: MarkJ
BT is preparing to highlight content services as a new way of promoting broadband. The content drive is linked in with BT's new focus on capacity based charging:

Alison Ritchie told NMA that the broadband market can be segmented into different user profiles, separating Internet novices from multi-PC homes and wireless networkers. She claimed this would help ISPs to package broadband by needs and market services that have been designed for specific online tasks.

'I'm desperate for the market to get away from 512Kbps, 1Mb and 2Mb. Customers don't want to buy technology, they want to buy services,' said Ritchie. 'I think we'll soon get to a point where we have a standard-use broadband package for email, and then separate packages for video streaming or gaming, allowing customers choose a product that will meet their personal needs.'

Ritchie claimed that the UK broadband mar-ket should be better at addressing customer needs, and said that the existing focus on bandwidth speeds was confusing for the mass market.

Getting away from how broadband has been marketed for the past two years is unlikely to be a walk in the park. More @ NewMediaZero.
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