Linksys agent claims it can take every chance
Britain’s internet service providers could damage their most crucial asset, ARPU, as they rush to put fibre to the home (FTTH), if they don’t consider the performance of in-home Wi-Fi, an infrastructure specialist has warned. Albert Farag Linksys Vice President of Europe and Global ISP, praised the team work by altnets that has seen Britain rise up from 56th place in the world league monitored by the FTTH Council. But Farag agreed that the approach of many comms service providers (CSPs) is like building a team out of world cup players, but selecting a Sunday league player to apply the finishing touches.
As COVID imposed logistical changes in schools and industry and demand for broadband surged, many Britons are experiencing the wrong type of ‘back of the net’ feeling. This is because certain CSPs are tempted to put cheap boxes at the end of the supply chain in order to save money. But it’s a false economy that angers customers, wastes time and money on support calls and devalues the brand of the CSP, he warns. Ultimately, this slaughters the average revenue per user (ARPU) for the operator, said Farag.
In September Linksys announced it was channelling its new Wi-fi routers to internet service providers (ISPs) and altnets in the UK as the most practical way deal with the uprise of demand for broadband. New altnets like Community Fibre, Hey! Broadband, UpFibre, Airband and Connect Fibre are digging up roads and pavements to run Fibre to the home (FTTH) across the UK. However even when CSPs can connect Fibre to the home, that doesn’t guarantee a happy customer. As with any delivery, dumping something on the doorstep doesn’t guarantee that the customer will enjoy it. The assumption that everything will turn out alright ignores a number of factors that can prevent delivery. Many homes were never designed to be home offices. The fibre terminates at the most convenient place for the fibre installer.
The demographics of home users has changed, according to Linksys’ own research sources. The users have diversified from part time consumers to adults and children working full time from home. They consume far more, since those of working age are uploading their reports. Various content management systems and children are uploading their homework. The volume of the upload streams is vital to home users, but neglected by telcos. Thanks to the ‘smart home’ ambitions of gadget manufacturers, the home pros are now unwittingly competing for bandwidth TVs, fridges and electricity meters. The de facto setting for these gadgets is to be always on and permanently insecure. This means that optimal configuration of the network is vital. Which makes the user friendliness of the box – and the app used to walk the home network manager through the process – another crucial consideration.
According to Farag, misconfiguration causes hidden damages to the telco. User complaints waste time as the telcos and installers blame each other. As customers en masse take to social media, OFCOM and consumer programmes, the brand is devalued. All the CSPs end up with a damaged ARPU and even more expensive customer churn, said Farag. Which is why Linksys manages that last crucial – but neglected – link in the service delivery chain, the wi-fi connection, said Farag. Linksys has devised a mobile app, distributed thorough Apple stores, that automatically works out the lay of the LAN (local are network) and prompts users to provide any details needed. “It saves time for home users, saves the CSP on support calls and raises earnings,” said Farag.