“We’ve got the fastest internet on the continent.” That is an all too common statement on most Internet Service Providers’ billboards, posters and websites.
But is it really a point of differentiation from competition in this day and age?
Fast, faster and fastest internet was a race of the 90s and 2000s.
This made sense because the Internet was a fairly new technology and all the consumer wanted was a connection that worked and worked perfectly at least for the few tasks it was needed for back then.
Fast forward to date and we’ve got a plethora of demands for this interconnection such as Internet of Things (IoT), high definition video streaming, file sharing, online gaming, Internet telephony, cloud computing/storage and the list goes on and on.
This simply means that the principle, which is internet speed is automatically expected to be fast and not a subject of discussion as a differentiator.
The point of discussion therefore needs to be around the variety of tasks that the customer can get done.
A perfect example is that where we’ve used air travel at some point. While browsing through the local travel agent’s website, our airline selection criteria is predominantly based on ticket cost, baggage allowance, stopovers and how they impact time etcetera.
Not many use air safety as a benchmark for their selection criteria and yet this becomes number one if tabled for discussion – Why? Because it is an obvious baseline.
Then why don’t airlines communicate “Safest aircrafts” in their advertisement but ISPs continue to commoditise their value proposition with speed which should be obvious in 2020?