Broadband: Rubber Meets Road

Comcast says it will have 20 percent of its markets upgraded with faster DOCSIS 3.0 50 Mbps speeds by the end of the year, and all customers will be upgraded by the end of 2010. Which will provide an interesting test of end user demand. Other service providers who provide speeds that fast have been reluctant in the extreme to say anything in public about take rates for services offering that sort of speed.

I think the clear implication is that really-fast broadband remains a bit of a niche. In Minneapolis/St. Paul users can buy a 50 Mbps downstream/5 Mbps upstream connection for $150 per month. What isn't so clear is how many customers are willing to do so.

What would seem obvious is that a good percentage of the potential market at this point is buyers who have some business justification for such bandwidth, either to support a home-based business or work-at-home operations with a fairly high video conferencing requirement. 

Verizon's 20 Mbps FiOS offering costs $52.99 a month when bundled with a Verizon phone service and $57.99 a month without, so that roughly sets expectations for market pricing. 

Verizon's 50 Mbps downstream, 20 Mbps upstream service costs $139.95 a month with phone service and $144.95 a month without a bundled phone line. 

That is worth keeping in mind as nominal speeds keep climbing. So far, it appears uptake for the highest-end offerings is relatively modest, whatever it may be worth as a marketing platform. 

What observers always seem to miss about the mass market is its price sensitivity. Consumers can become accustomed to services and features that once seemed to be luxuries--broadband access, cable TV, multiple PCs in a home and mobile service being prime examples. But it takes time for the value to be understood and the pricing to become acceptable for the value received. 

By some estimates it has taken the better part of a decade for the Internet access habit to be created and then to be recast as a "broadband" Internet access "need." It might take a similar amount of time before 50 Mbps access tiers are seen as the "typical" way to satisfy the access need.

People don't generally buy "technology'; they buy value. It will take some time to convince most people that 50 Mbps for such prices are valuable enough to pay for them.