Creating compelling content is the only way to boost consumer
interest in high-speed Internet services, according to Sandip
Sarda, chairman of new industry body the Broadband Content
Coalition.
"If 'Broadband Britain' is to become a mass market reality, whether
delivered via ADSL or 3G-enabled devices, the availability and
ability to distribute content has to be key," he said. "Expecting
consumers to fork out hefty monthly subscriptions for a fast
Internet connection alone is not enough. The man on the street is
not interested in the broadband pipe itself, but what it can give
him.
"The Far East approach to broadband shows it is a service people
want and need - in only three years [Japanese telco] NTT DoCoMo has
persuaded more than 50% of the country's population to sign up to
[3G service] i-Mode by focusing all its efforts on delivering
decent content."
Sarda suggested that sports services and downloadable music could
drive demand for broadband.