I just read an interesting post on the Aqute Research blog. The post highlighted that ISPs no longer bother to try and explain to new prospective users why they need broadband, they just take it for granted that users will buy broadband, like they buy bread or shoes, just because one does. Rafts of stories in the past couple of months have focused on the speed race.

I think in some respects Acqute is correct, however I think ISPs are starting to realise that competing on speed alone isn’t sufficient and that other features like bundled email, services and security are important. You only have to look at Aol’s current security-led campaign or Telewest’s recent PCguard announcement to see how fixation on speed is lessening.

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