Cox Crow

Asking the Stupid Questions Since 1971

What is stopping you from buying broadband access?

When we were getting ready to launch the new portal, and associated client kit, the Decision Makers said we were targeting the sophisticated, experienced users, the ones who are ready for broadband. Given some of the site's features, I don't think they ever answered these two questions:

Who are the sophisticated, experienced users?
And what do they want?

Discussion of broadband access in general has not shown a perception of what people want, or is painting a false picture. I've been doing an informal market survey among my friends, who are arguably sophisticated, experienced users ready for broadband. None have mentioned "content" as a reason for buying broadband access.

What about broadband access makes you want to buy it?

speed
a persistent connection

And conversely, what is stopping you from buying broadband access?

cost
availability

How do you reduce the cost and improve availability while providing the buyer with what he wants? Note that the buyer couldn't care less about "content," so that's not a selling point.

Originally at http://www.coxesroost.net/peanuts/categories/industry/2002/05/28.html#a393