The Broadband Lifecycle: Awareness, Adoption, Impacts, and Outcomes
This month we finish our three-part series covering the steps of the broadband lifecycle. In May we covered demand analysis and pre-planning while June’s discussion centered on strategy, investing, and building the network.
The last steps of the process to create a “platform for productivity, competitiveness and innovation” via broadband are both simple and complex, and the most critical step in the journey – driving usage.
Step 5: Awareness & Adoption Support
Upon the complex building or expansion of the network, we turn to the basics, in this case Marketing 101. Even the world’s best product or service has no chance without consumers learning about its availability. Likewise, if it is difficult or confusing to get their hands on your product/service, its most likely that consumers will just continue the status quo, never to adapt your offering, no matter how life-changing.
Your message should always focus on life changing the benefits of broadband – avoid a “features” discussion. No matter the product or service, consumers “buy” benefits. They want to know why and what will change in their lives… not how. Once your marketing has convinced consumers and businesses that they need/want the social and economic benefits of broadband, the “how” to get connected naturally follows.
SNG can help you drive utilization and with it, the effectiveness of your network and how do you get businesses and households to leverage the power of broadband. And with connections to broadband and e-solutions – your region reaps the rewards.
Step 6: Monitor Impacts and Outcomes
Critical to the ongoing success, sustainability, and funding for your expanding broadband network and efforts is measuring the direct community benefits. It is step six that validates the broadband investment decisions and the direct and indirect positive impacts. And with this validation comes compelling reasons for further investment in network expansion and upgrades and/ or additional adoption and awareness campaigns to increase benefits from a broader base of users. At the same time, measuring outcomes serves as a model for businesses and citizens to utilize broadband.
SNG can help you measure the impacts of your investment, its use, and the direct/indirect economic benefits. Make sure your investment is being used, promoting economic development – and where and how you can increase adoption.
Step “7”: Back to the Start
As your broadband network is an evolving asset, the Broadband Lifecycle begins again as you adjust your strategies to meet evolving needs. SNG helps identify and shore-up any gaps, resulting in continuing development, effectiveness, and impact.
The “Broadband Lifecycle” is SNG’s unique approach to each and every broadband initiative. Keeping it in focus will result in creating a platform for productivity, competitiveness and innovation” for your region rather than a network that may or may not be used.