[Make-wifi-fast] [Bloat] marketing wifi and broadband in the c-suite

Sebastian Moeller moeller0 at gmx.de
Tue Aug 23 07:59:03 EDT 2022


marketing and pricing policy have "trained" end-customers that speed is the decisive factor, with faster plans being more expensive (which implies a higher value).
Even if an end-customer wanted to, there currently is no mass-market offer where you "buy" lower latency. Even worse, ISPs that only offer price-tiered contracts will recommend that latency affected customers switch to faster plans (probably on the basis that it is more likely that a faster link is not congested/running at capacity, so under-managed and over-sized queues will not be as visible as on slower plans with an equal load).

> On Aug 22, 2022, at 21:30, Bob McMahon via Bloat <bloat at lists.bufferbloat.net> wrote:
> Thanks for sharing this. It's interesting that the focus is still on speed and not so much on latency/responsiveness. 
> In addition to navigating the competitive landscape, BSPs must also continually hone their
> marketing messages to attract and recruit new subscribers. As Figure 10 illustrates, based
> on “top priority” responses, the C-levels are following a pragmatic marketing message
> strategy centered on faster speeds (54%),
> This is judicious given that many of their competitors are also focusing on network speed to enhance the quality of experience. 

Likely because speed is the main factor correlating with relative plan-price and they market the products they have? Take me as an example, I am on a 100/40 plan, even though I could get 1000/50 for ~20% more money, but thanks to fully acceptable QoE, thanks to competent AQM and traffic shaping, I rather save that money. I am not saying that ISPs actively "sabotage" their lower speed offers or the like, just that increasing QoE of these too much will require to rethinking what a plan's price should correlate with*. C-suite officers are hardly interested on decreasing the ARPU by making their cheaper plans fully sufficient for most uses ;). 


*) This is where "responsiveness"/RPM might be helpful.

> On Mon, Aug 22, 2022 at 10:23 AM Dave Taht via Make-wifi-fast <make-wifi-fast at lists.bufferbloat.net> wrote:
> https://www.calix.com/content/dam/calix/marketing-documents/public/reports/report_marketer-bb-provider.pdf
> Very different world, but it stood out to me, that "managed wifi" was
> a number #1 priority. Having wifi that actually worked right out the
> box has always been mine....
> 'C-level "top priority” marketing use cases include managed Wi-Fi (46%), home
> network cybersecurity and device security (both 45%), and professional home
> monitored security (42%). Rounding out the top five is social media monitoring
> (39%)"'
> -- 
> FQ World Domination pending: https://blog.cerowrt.org/post/state_of_fq_codel/
> Dave Täht CEO, TekLibre, LLC
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