2. The observation
Who engages & why?
These influence operators’ engagement strategies
• Managing a migration needs a focus on
premium services to early adopters –
“bandwidth sells”
• Customer acquisition needs a wider appeal and
engagement to achieve break-even quicker
Understanding market motivation
directs any successful intervention
Broadband more than most!
Network operators have
different market
motivations & strategies
• Customer acquisition?
• Premium offering?
• Managing migration of
existing customers?
Benoit Felton
3. Who buys when
Innovators
2.5%
Early Adopters
13.5%
Early Majority
34%
Late Majority
34%
Laggards
16%
This is where
speed sells
This is where services
& engagement are
needed
Diffusion of ideas
Cumulative
demand
Reaching off-liners
requires transformed
public services
5. Reach
Richness Richness or Reach?
Corporate
Services
ADSL
VDSL
Campus Networks
Metro Networks
Evans & Wurster
SME
Closing the gap
• Means the most to small &
medium businesses
• Requires movement from
both submarkets
8. Bringing it together
• We have two sub-markets
• Their threshold for Digital
Isolation will be different
• Their commercial needs
to reach further will be
different
• Their appetite to engage
will be different
A successful intervention will draw on both ends of
the market in ways that are natural to each.