Sandvine Co-Founder Values Transparency
Posted on 11/06/09 by Steve Fiore | Filed under Weblog
Interesting blog written by Tom Donnelly of Sandvine.
New Metrics…we used to walk a mile, pour a pint and send a byte
Let’s make transparency meaningful.
Even though you can hazard a guess when you’ve walked a mile or poured a pint, there’s definitely something abstract about downloading a gig for most people. Take the case of a man who was billed $66,000 dollars by his service provider for downloading what amounted to three movies? “I would leave my PC on all night, believing that all traffic was included,” he noted. Clearly this guy thought he was on an “all you can eat” bandwidth plan when it actually included 600 megabytes per month and every additional kilobyte cost another 2 cents. Sure this is an extremely rare and sensationalized case but brings up a valid question – where do we draw the line on assuming we are dealing with informed consumers when it comes to broadband? Should the average consumer need to understand the difference between a kilobyte and a gigabyte?
The fact is that most folks understand the quality of their broadband experience in a very application specific way. Quality is not about bits and bytes, it’s about clear phone calls, lively online gaming, sharp video and yes, speedy downloads. There’s an excellent opportunity for broadband providers to communicate the value of their monthly package tiers by breaking them down into easily digestible measurements in language everyone can understand. For example: a 100-gigabyte data tier would be suitable for subscribers that send out 20 million e-mails, or upload 10,000 photos or download 50 movies or 25,000 songs. Amazing what 100-gigabytes offers!
In the end, most consumers will be most satisfied when their service provider sends them a monthly bill that helps them understand their individual online usage patterns and gives them the opportunity to move to the plan that best meets their needs. Most of us can look to the voice plans we have for our mobile phone to know that its not all that far fetched of a dream.