Marketing in the broadband era: a strategic analysis

Summary form only given. In this paper, we examine the impact of the burgeoning broadband infrastructure for businesses hoping to attract, reach, retain and transact with customers, and what it means to compete in such a media-rich environment. We propose that the creation, delivery and customization of superior customer experience will be critical to long-term success. We also examine the role of content and infrastructure providers, and their interaction with end-customers in this evolving domain. We also examine the role of content and infrastructure providers, and their interaction with end-customers in this evolving domain. Drawing on earlier work by Rayport and Sviolka, the paper proposes that elements of the content, context, and infrastructure industries will both simultaneously diverge and yet converge in very interesting and innovative ways. We develop a model that outlines the various stages in the broadband value chain, as seen from the point of view of customer experience. We propose that broadband winners will excel at the understanding and implementation of a core concept: the creation, delivery, and customization of superior customer experience