To: RJP who wrote (27949 ) 1/13/1999 4:26:00 PM From: porcupine --''''> Read Replies (3) | Respond to of 36349
SBC Gives DSL Market a Shot in the Arm -- Special Report January 13, 1999 -- Talk about getting started with a bang! It has seemed for quite some time that the DSL industry was lagging behind the cable modem industry in marketing broadband service. With the recent announcements, SBC is initiating a major shift. By offering DSL service for $39 at a guaranteed speed of 384 Kbps (going up to 1.5 Mbps), SBC is introducing a whole new way of pricing at the same time that they are giving the industry a competitive shot in the arm. And with Pac Bell Internet's offer of Internet service for $10, this is a very attractive package for consumers and businesses alike. Pending approval from the FCC, this service offering is the most aggressive, in terms of pricing, to date. Perhaps it is having the impact potential customers want, because Flashcom has already matched the offer in California. Another major announcement is that AOL has entered into a strategic agreement with SBC Communications/Pac Bell to offer DSL to millions of their customers starting in the summer of 1999. This is a good thing – it needed to happen to push along consumer adoption of DSL. AOL is recognized as a leader in marketing strategy and customer adoption. AOL knows how to communicate the benefits of DSL to "Joe Web Surfer”. On the downside, let's hope we don't see another problem with oversubscription. For the sake of conversation, we'll assume that AOL has learned from previous mistakes and is busy planning to handle the load on the backbone beginning this summer. One more issue, which is a general complaint about the industry is that we see announcements of services planned to be offered “down the road”. This is so unusual – imagine Coca Cola announcing a new soft drink six months ahead of time. It just wouldn't happen. What would be better is for companies to make announcements at the launch of the service or trial rather than ahead of time. In some cases, the planned offerings never come to fruition, or they are significantly changed by the time they launch. Back to the SBC announcement. Three questions come to mind: First, how will it all play out? Will the FCC approve the pricing? Assuming they do, can SBC handle the load of high-speed customers on the backbone? There are people in the industry already questioning this aspect; it remains to be seen what SBC's response is for this – what their plan is for handling the traffic. The final (and perhaps most important) question is, how long will this offer be in effect? Can the company sustain the significant cost structure in the long run? Sure, this is a market share strategy, plain and simple. But how long will they sustain this strategy? Our assumption is that they are betting that the cost structure will decrease over time as the entire market shifts its pricing due to the competitive threat SBC holds. © 1995-1998 TeleChoice, Inc. All rights reserved.