This presentation was given at a workshop on Digital Transformation on some of the prosaic challenges hindering digital transformation.

1. Some challenges
In 3 graphs & an observation

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

4. Reach
Richness Richness or Reach?
Evans & Wurster

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

6. Commercial
Value
Economic
Value
Private Venture
Ventures without Merit!
Loan Guarantee
Public Loan Scheme
Grant Funding
Government Utility
The right State Aid?

7. Lightnessoftouch
Digital Isolation
Limitoftraditionalinvestmentcase
The right distortion?

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.

9. Thank you!
Adrian Wooster
a.wooster@broadband.coop
07788 167776