BT’s Challenge of simplifydigital report raises important question: what is a ‘meaningful’ way to think about broadband?
BT, it seems, is in a bit of an uproar over a recently released report from independent UK comparison site, simplifydigital. The report , which measured broadband value by service provider, found Sky Broadband number one in overall value, with a calculated end-user price of £1.14 per Mb of speed. BT’s offering came in last, with an average price/Mb of £2.93.
BT was quick to note that the "average cost per Mb was a meaningless way for customers to think about broadband.”
Oh really? How should we think about broadband?
Strategy Analytics has just fielded, and will soon publish, research on UK consumer satisfaction and churn propensity.
A few sneak previews of our research confirm the simplifydigital findings. BT customers were the least satisfied overall, and least satisfied in the metric of “overall value for money.” While Sky had an impressive showing, our respondents had the highest overall satisfaction and ‘value for money’ perception of TalkTalk.
Full report is available at our website.