Broadband Conference 11 14 12
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Broadband Conference 11 14 12 Broadband Conference 11 14 12 Presentation Transcript

  • Shifting from Adoption to Utilization and the Rise of Mobile Internet Minnesota Broadband Conference November 14, 2012 Jack M. Geller
  • The Technology Adoption Curve
  • Roger’s Theory of Adoption View slide
  • Current Broadband Adoption RateSource: Pew Data -2011; Connect MN Data – 2011; CRPD Data – 2012Note: In 2011 the PEW Internet and American Life Project changed their method of measuring broadband. In2010 they reported a national broadband adoption rate of 66%. View slide
  • So where on the curve are we today?
  • Are we approaching the end of the adoption curve?Growth in the adoption of Internet users and broadband has beenslowing in recent years. The leaps in residential adoption rateswitnessed from 2003-2009 are now behind us.Connect Minnesota reported that in 2011 73% of businessessubscribed to a broadband service – the same number reported in2010.As we move forward increases in broadband adoption will continue,but will be more a function of organic growth and less of function ofintervention.The focus going forward will likely shift from adoption to helpingMinnesotans maximize their utilization of broadband.
  • The Rise of Mobile InternetDo you often get any of these “signatures” at the end of an emailmessage?Sent from my iPhone;Sent from my iPad;Sent from my Samsung Epic 4G;Sent from my Verizon Wireless Blackberry.Can we afford to ignore this increasing part of the Internet landscape?• 88% of American adults have adopted cell phones, with half beingInternet-enabled.• On September 5, 2012 the FCC announced the “Measuring MobileAmerica” program to assess mobile broadband performance.
  • Adoption of Mobile Internet** Definition of Mobile Internet for CRPD and PEW is a Smartphone; Uncertain of definition for Connect Minnesota
  • Is Mobile Internet an Equalizer?Percent of American Adults adopting Home Broadband Source: Pew Internet and American Life Project, April 2012
  • Is Mobile Internet an Equalizer? Percent of American Adults Adopting a Smartphone Source: Pew Internet and American Life Project, April 2012
  • Is Mobile Internet an Equalizer in MN? Percent of MN Adults Adopting Home Broadband Source: Connect Minnesota, 2012
  • Is Mobile Internet an Equalizer in MN? Percent of Adult Minnesotans Adopting Mobile Internet Source: Connect Minnesota, 2012
  • Are there Parallels with Telephony?Over the past few years there has been a steady increase in thepercentage of residential customers who choose to not maintaina landline and rely on solely on their mobile phone.Will we find an increasing number of Internet customers movingin this direction as well?Do we have to recognize mobile Internet service as having asignificant share of the market?Is it time to recognize mobile Internet service as broadband?
  • The Big Question?Is Mobile Internet fast enough to meet thebroadband definition of the FCC and thegoals of the Minnesota Broadband TaskForce?
  • Average connection speeds of 4G LTE in 15 metro markets Source: Moore B. RootMetrics (2012) Gigaom.com
  • Feasibility and Barriers in Rural MN• Rollout of 4G LTE is currently limited to metro markets, but thecompetition between carriers will change that.• In 2010 Verizon Wireless established their LTE in Rural Americainitiative partnering with rural providers to extend and locally market4G LTE with download speeds from 5 Mbps to 12 Mbps.• Verizon Wireless also is marketing their “HomeFusion” product; a LTEhome broadband product marketed as a “last mile” solution forresidential customers out of range of DSL or cable providers.•These initial efforts will certainly multiply as technology advances; allwireless carriers rollout their LTE product; and competition continues.
  • Feasibility and Barriers in Rural MN • Price will continue to be a barrier in these areas. •The biggest barrier however may be the data caps that wireless providers currently utilize in their data plans, as customers that routinely download movies or perform other high-bandwidth functions may find the costs simply too high.
  • Two Take-Aways• Further increases in broadband adoption will be limited as Minnesotans get closer to the end of the adoption curve. However organic growth will continue.• Mobile broadband is already too diffused throughout the population for state and federal agencies to ignore; and should be integrated into our strategies to ensure ubiquitous access to broadband.