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Broadband innovation and the customer experience imperative

The rollout of high-speed broadband networks promises to change the nature and shape of innovation in the digital domain. Changes in successive generations of broadband technology will allow businesses to compete in radically new ways, thus possibly redefining several industry business models (Wolf & Zee, 2000). At the epicenter of this change is the Internet the universal and low-cost medium for delivering information across various channels (Hillis, 2000). Given the nature of broadband connectivity, several major changes can be foreseen in the business landscape. First, businesses will have continuous and real-time access to consumers connected at high bandwidth across multiple interfaces, representing a major change over the fragmented nature of connectivity for most consumers today. Second, businesses will be forced to create, brand and distribute products and services in a multimedia-enhanced and interactive format. Third, businesses will be able to integrate customer knowledge collected at different interfaces and use it to drive their strategy across multiple channels: be it broadband, wireless, online, brickand-mortar, or a combination of these. Finally, customers will be integral players in defining the context and content of consumption, and reward businesses that are able to respond effectively to demand. These developments present significant business challenges and opportunities. In this paper, we examine the impact of this burgeoning broadband infrastructure for businesses hoping to attract, reach, retain and transact with customers, and what it means to compete in such a media-rich environment. We propose that the creation, delivery and customization of superior customer experience will be critical to long-term success. We also examine the role of content and infrastructure providers, and their interactions with endcustomers in this evolving domain.