Thursday, October 26, 2006
Mirror, Mirror on the Wall...
.....Hope that you are having a good day.
Until recently the Telecom's industry was one of the key drivers of the global economy. Innovation and opportunities were seemingly endless.
One such example was the onset of broadband internet access vs dial-up narrowband connections in the domestic market. There is a simple truth here. The proliferation of new technologies has not necessarily expanded internet access beyond where it would have been. What has happened is that existing narrowband subscribers have witnessed the advantages of broadband and traded up the market. Those who were not connected to the internet still remain to be convinced (although of course that number will dwindle to some extent).
What role can the Government play to expand internet access penetration given the social and economic benefits of such a move?
My point is this. In the market research industry we have witnessed a staggering proliferation of on-line panels and on-line surveys and by all accounts this will continue for the next few years at least. But like the telecoms market, has the new technology really grown the market for the service? Are people simply trading up / changing behaviour? Are we missing an opportunity here? Of course the winners and losers in the market as with any fundamental shift is in a state of flux, but are we bringing new customers to the plate? Some will claim that they are - but are they really?
I sense that the way to resolve this in both cases is to go to our point concept - engagement.
Until recently the Telecom's industry was one of the key drivers of the global economy. Innovation and opportunities were seemingly endless.
One such example was the onset of broadband internet access vs dial-up narrowband connections in the domestic market. There is a simple truth here. The proliferation of new technologies has not necessarily expanded internet access beyond where it would have been. What has happened is that existing narrowband subscribers have witnessed the advantages of broadband and traded up the market. Those who were not connected to the internet still remain to be convinced (although of course that number will dwindle to some extent).
What role can the Government play to expand internet access penetration given the social and economic benefits of such a move?
My point is this. In the market research industry we have witnessed a staggering proliferation of on-line panels and on-line surveys and by all accounts this will continue for the next few years at least. But like the telecoms market, has the new technology really grown the market for the service? Are people simply trading up / changing behaviour? Are we missing an opportunity here? Of course the winners and losers in the market as with any fundamental shift is in a state of flux, but are we bringing new customers to the plate? Some will claim that they are - but are they really?
I sense that the way to resolve this in both cases is to go to our point concept - engagement.
