"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.