Gardner (2003) argues that success factors for broadband growth (which include favorable pricing, competitive market environment, and population readiness, among others) have differential impacts on growth in demand for broadband services. Gardner’s research identifies (1) accelerators for broadband demand, (2) stimulants for broadband demand, and (3) threshold factors for broadband demand. Recognition of this hierarchy of success factors is important in developing policies and taking actions to increase broadband adoption.
Published in Chapter:
The Adoption of Broadband Internet in Australia and Canada
Catherine Middleton (Ryerson University, Canada) and Shanton Chang (The University of Melbourne, Australia)
Copyright: © 2008
|Pages: 23
DOI: 10.4018/978-1-59904-851-2.ch049
Abstract
Broadband Internet connectivity is seen as a means to increase the efficiency and competitiveness of an economy. But despite ongoing efforts to promote broadband in Australia, uptake has been much slower than expected. This chapter aims to identify areas that have been holding up the broadband development in Australia. In examining multiple areas for attention (competition, user characteristics and behaviors, applications, network characteristics, and pricing), we refer to the experience of Canada, a leader in broadband deployment, to show the differences in each area. The chapter outlines objectives for the development of a more user-friendly broadband environment in Australia, which would encourage broadband adoption. Although both countries discussed here have their own policy agendas and some unique circumstances related to broadband deployment, the chapter provide valuable insights for policy makers and industry leaders in Australia, and in other countries which are struggling to develop widespread broadband deployment.