Thursday, October 14, 2010

If the NBN is the solution, what is the problem?


I suggest three problems the NBN addresses:
1. High per Gb prices, compared to overseas
2. Capped Gb per month, compared to overseas
3. Price per month measured taking incomes and currency into account (ie affordability)


Also, I sent Minister of Broadband a note referring to my poster on the NBN



Senator Stephen Conroy,
Minister for Broadband, Communications and the Digital Economy
re: How to sell the sizzle of the NBN? .... to non technical Australians....

Dear Sir,

I recently produced this poster for the Melb Uni, IBES (Institute for a Broadband enabled Society) on how to portray the benefits of the NBN in a way that, I believe, is more appropriate (and more oriented) to consumers. The focus of NBN discussion on $43 billion and headline speed (100Mbps, 1Gbps) are all well and good for techies and IT professionals, but don't speak to the needs of more ordinary Australians, such as retirees who use broadband mainly for email, working mothers who manage a household budget, and other non-technical people. The NBN also needs to be sold to (well informed) non-technical people, but with language more in keeping with their interests and concerns. The poster provides a sample of three ordinary Australian and how the NBN will be better value for them.

Headline:
NBN: faster, simpler, cheaper broadband.
Get more…. Do more… on the NBN.

Poster Summary
Why do consumers adopt new technology? What holds them back? How much will they pay? Past innovation theory focuses on early and later adopters, the young and high income earners (Rogers 2003). Value theory suggests consumer goals drive consumer choices (Woodruff 1997). Co-construction of value (Vargo and Lusch 2008) is a new perspective suggesting consumer value drives successful innovation (Kim and Mauborgne 2005). Innovation succeeds when it creates consumer and shareholder value. Innovation fails when it fails to create value.

Conclusion
To sell the sizzle of the NBN, we need to talk about how the NBN creates value for consumers. The focus should become how the NBN is cheaper ($ per GB), faster, and ideally simpler in pricing, choice, and usage. We should forget the $43 billion headline price, and 1 Gbps headline speed and talk in terms consumers understand: price per month.

Poster Image at: here(9Mb)

Blogpost on my PhD blog here.


I am researching how consumers understand value in a new technology, looking at 3G mobile phones.

The focus I recommend for the NBN (price per month) is difficult while the NBN is providing a wholesale only service, but focus could be made on the current Tasmanian NBN retail offerings, especially where they are priced lower than current ADSL2+ pricing. I have a blogpost on this comparison too, I call NBN ValueWatch here .

Kind regards
Richard Ferrers
Innovation and Value analyst
University of Qld

7 comments:

Anonymous said...

NBN solves three problems:
* bandwidth caps. FTTH = more Gb. Maybe up to 2000Gb per NBN Co CEO per month.
* higher price per Gb than overseas. NBN = Cheap per Gb.
* Current bills for voice and data. NBN = voice as a data service. Pay once for data, calls are virtually no data, so nearly free.

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