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US Research By BroadJump And Mindwave Research Signifies Large Opportunity For European Service Providers To Up-Sell Services To Subscribers At Time Of Broadband Qualification And Installation


March 5, 2002 – BroadJump, Inc., provider of software solutions for the efficient and rapid deployment of broadband services, today released the results of a US residential broadband subscriber survey that identified subscribers’ propensity to purchase services over broadband. The study, conducted by Mindwave Research, uncovered key attributes about broadband subscribers including their predisposition to make significant purchases online and their interest in purchasing primary or “core” services from service providers at broadband ordering and installation.


The study found the majority of respondents were not offered any additional services when they ordered high-speed access or when it was installed. Additionally, the research revealed how both content providers and service providers can leverage key subscriber touch points to drive the adoption of services over broadband by identifying applications and services subscribers are most likely to adopt.


Consumer propensity to purchase services over broadband


The recently commissioned study polled 1,046 randomly selected and qualified residential broadband subscribers. According to the study:


· There is a large appeal for core services. DSL subscribers favoured out-of-state long distance, wireless telephone service and enhanced telephone service with an average of 20 percent responding that they would be interested in the service, but had not been offered it.


§ Cable broadband subscribers were most interested in digital cable, premium channels and cable telephony with an average of 25 percent responding that they would be interested in the service, but had not been offered it.


· Sixty-three percent of respondents have made six or more online purchases in the last year. Almost half (47 percent) of the respondents spent 0 or more online in the last year, of those, 28 percent spent 00 or more online. Additionally, over half of respondents have recently purchased something in response to a promotional offering.


· Seventy-nine percent of the respondents surveyed claimed to have a positive, or very positive, feeling toward their broadband service provider. The primary factors cited by respondents were the performance and reliability of the service.


· Broadband users have a broad range of interest in applications that drive broadband usage. In addition, respondents identified Internet applications they are currently using, and paying for, over their broadband connection. (Note that respondents were able to select more than one choice.)


§ The top five Internet applications being used at home are: file swapping (37 percent), firewall software (37 percent), brokerage/banking (30 percent), online digital imaging (26 percent) and audio search engines (22 percent).


§ The top five reasons for using the Internet are: online communications (93 percent), information gathering/research (83 percent), entertainment (80 percent), online purchasing (75 percent) and news (73 percent).


“To this point, there has been little data gathered to determine if broadband would be an effective channel for service providers to use in their marketing programs,” said Matt Tormollen, vice president of marketing for BroadJump. “According to the study, there is a significant opportunity for service providers to leverage their broadband offering and up-sell services at certain subscriber touch points throughout the lifecycle of a consumer. Furthermore, subscriber interest in primary services represents a tremendous revenue opportunity for service providers to start up-selling core services to broadband subscribers today.”


About BroadJump


BroadJump, Inc. ( http://www.broadjump.com) creates software that accelerates the profitability of broadband networks by enabling new business models. By automating the interaction between service providers, content providers and subscribers at essential points in the consumer lifecycle, BroadJump’s solutions enable the delivery of revenue-generating goods and services over broadband, while reducing costs associated with deploying those services.


BroadJump’s U.S. customer list includes such market leaders as Adelphia Communications, BellSouth Corporation, Charter Communications, Cox Communications, Road Runner, SBC Communications, Sprint and Time Warner Cable. International service providers that use BroadJump’s solutions include Aliant Telecom, Bell Canada, Manitoba Telecom Services Inc., NTL and TELUS. BroadJump is headquartered in Austin, Texas with 10 offices located throughout the world.


About Mindwave Research


Mindwave Research, based in Austin, Texas, is a full service research agency specializing in traditional and internet-based technology studies. Mindwave’s management team has over 50 years combined research expertise and has served in senior executive positions with IntelliQuest, IDC, Gartner Group, DataQuest and CMP Media. The company serves more than 50 leading computer, software and telecommunications clients and has conducted more than 300,000 interviews worldwide on their behalf.


The company’s core competence is in customer and concept validation, new product testing, brand, ad, media and emerging trends research, and has a special emphasis on research on all aspects of e-commerce.


The Mindwave combination of highly experienced staff along with special online research tools have made it one of the fastest growing research companies in the U.S. For more information, visit http://www.mindwaveresearch.com .


Editorial Contacts:



MCC International Ltd
Martin Brindley/ Adrian Brophy
Tel. +44 (0)1962 888 100
martin.brindley@mccint.com
Adrian.brophy@mccint.com



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