THE KILLER APPLICATION MYTH
There will not be one killer application that will suddenly turn mass markets on. Numerous niche market applications, packaged in the right way will be the way to go. The software that will allow customers to find and disseminate the services and information they want will play a key role in this process.
In a sense, during the mid 1990s, the Internet became the killer application that everybody had been waiting for since the early 1980s. Always-on, high-speed Internet access will be the initial ‘killer application’ for broadband.
After two years of use, Internet customers are very much aware of what the Internet can do for them. Some people use it for banking; others for research; game playing is another popular application; but many more people use it for very personal purposes, based on their hobbies, work or lifestyle. After 2-3 years these users are becoming frustrated with the fact that they constantly have to dial up to check their e-mails or to have quick access to information. What should be a 5-minute search can easily turn into a 15-minute source of frustration. As a result, they limit their access as much as possible to once a day, at the office, or during the weekend.
These users are more than ready for broadband.
Key developments that will stimulate the use of broadband are:
High-speed Internet access, as described above;
Multi access services driven by DSL in opened up local loop markets;
Teleworking, a favourite in the USA;
Tele-education, stimulated by the government in Korea;
Gambling, games, adult entertainment;
Video based interactive entertainment (2003 onwards).
Exhibit 2 – Some application bit rates
Good voice – 64 Kilobit/s
Annoying video – 768 kilobit/s
Excellent audio – 1 Megabit/s
Good video – 10 Megabit/s per stream
DVCam – 30 Megabits/s
High definition video – 20-300 Megabit/s per stream
Sydney phones at 4pm – 10 Gbit/s
Eyeball – more than 200 Gbit/s
(Source: Paul Budde Communication based on CSIRO data)
See also:
Australia – Broadband – Content.
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