With the current surge of Gigabit Fiber-to-the-Home (FTTH) deployments happening in the United States, and the resulting 1 Gigabit-per-second broadband services being offered, a lot of service providers are watching intently as they work through their own Gigabit plans. They are waiting for more data points regarding the tangible benefits being bestowed upon these broadband trail blazers. As they take stock of their current network capabilities, they are also wishing they could limit the inevitable network impacts and deployment costs tied to rolling out a wide-area Gigabit service to their subscriber base. FTTH Broadband, and more so Gigabit Broadband, comes with a cost. That said, not offering Gigabit Broadband comes with a cost as well.
So why Gig?
- What are the tangible market drivers that are leading dozens of service providers to offer–and hundreds of communities to subscribe to–Gigabit Broadband? For me, there are four key drivers that push any network operator to invest in their network in order to offer new services – and Gigabit Broadband is no different. One could argue that in some ways it is a “poster child” of sorts for why innovate? Why invest? Why Gig?
Economic and community development
Broadband is as crucial to the lifeblood of a community as running water and reliable power. Dependable, ultra-fast broadband attracts new industries to town, supports higher wage jobs and underpins new educational, industrial and medical services advancements.
- Preparedness for future high bandwidth end-user applications
It’s not all about supporting new, fatter UHD 4k video or unicast Over-the-Top (OTT) streaming being used by cord-cutters who are replacing their bandwidth-economizing broadcast TV. Cloud-based services architectures are highly disruptive and the bandwidth consuming innovation that will come from this will be mind-boggling.
- Competitive differentiation/market share capture
Don’t wait – innovate. Avoid irrelevance by staving off the insurgence of Google, AT&T, CenturyLink, and Comcast. The last thing any service provider wants to hear is, “We already got Gig here – you’re too late. Move along.”
- Perceived leadership/marketing campaign to drive ‘halo effect.’ Subscribers choose progressive, leading companies even if they’re just choosing the base broadband package.
Applying Experience, Incorporating Wisdom
The pace of change in technology is accelerating faster than ever before, being driven by social change and the need for community development in a hyper-competitive, hyper-connected world. Broadband investment is shifting from service coverage to delivering super-fast broadband speeds to serve communities as they upgrade technology. It has taken our industry nearly a century to realize there is an infinite demand for bandwidth and we must stop forecasting future network needs based on today’s application requirements. Many of us believe our industry is part of something bigger than we might imagine and Gigabit Broadband will be an integral part of that something, whatever it will be.
Kurt Raaflaub leads ADTRAN’s strategic solutions marketing, and has more than 20 years’ experience in telecom. He has global solutions marketing responsibility for the areas of SDN/NFV, Gigabit Broadband, and Customer Connectivity directed at the residential, enterprise and backhaul markets. Prior to his current position, Raaflaub was responsible for directing ADTRAN’s Broadband, Carrier Ethernet and Packet Optical solutions marketing activities within ADTRAN’s Carrier Networks Division. In 2006, he joined ADTRAN from Nortel where for over a decade, he held various roles focused on marketing and managing new disruptive market opportunities.