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SURE! Blog

The Dilemma of ISPs and Their Future

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Sep, 2016


ISPs (Internet Service Providers) earn their maximum revenue by the house-holds which take their services. The Wi-Fi services which you wish to avail comes with installation of the router, a device with antenna and wires. To get the internet fast and let the various devices connect to it and have a hassle free functioning, the customer doesn’t mind getting that device installed in their house and go through all that long process of installation and securing through password and login.

The Wi-Fi Hotspot has been changing this scenario, instead of installing that ugly device in the house entangled in wires and taking the baggage of all the devices being run by the internet, yes, that’s called router, people prefer router free services and are ready to experiment with it. It’s called home Wi-Fi

Wi-Fi service providers are in great dilemma as people having started shifting to Home Wi-Fi to get rid of those routers and billing cycle of the service providers. They are unable to make the consumers understand that this Home Wi-Fi may be successful in the short run but in long run only the routers will prove to be the useful device that will support all their need and requirements of all the devices supported by the internet services.

Wi-Fi Offload helps to relieve the congested mobile date network; it saves cost and reduces the churning of money and network both. Off loading users from mobile network to Wi-Fi Network reduces load on the operators and also is more cost effective for both users and service providers.

The ISPs billing process is based on the usage of the customer but customers are not too happy with the unmanaged services they provide and the billing process sometimes causes issues with the customers. The customer doesn’t have a clear picture of what could have been the usage amount.

If the ISPs have to come back and fight the own Home Wi-Fi, they have to provide services better. They can deliver better and win customer loyalty by using unlicensed spectrum thus shedding the load and releasing the congestion.

The ISPs have to be careful and vigilant enough to check if it’s the placement of the Modem or that size of the house that’s disrupting the signal of the internet. Other thing that irritates the customer is the low quality of the modem provided. As they are produced in bulk the quality of instrument may lead to it not being able to cater to so many devices being connected to it at the same time and may start disfuctioning. Thus, this too poses a hindrance in customers asking for Wi-Fi connection from ISPs because apart from managing that device they also had to all the time call the ISPs to set it up and fix the issue which ends up wasting their time and at the same time  leaves them frustrated.

Thus, this home Wi-Fi will take over and already many companies have started providing this facility and the consumer has to manage things on their own and they like it too as they then become independent of ISPs and all the hassles they may had to go through.

The companies providing own home services are relegating it to bit-pipe status but the consumers are not aware that in the long run this may not be very great for them. They may feel as regulating their internet services on their own but then spending such big amounts on these companies may not prove fruitful for the consumers in the long run.

The ISPs can still regain their lost market by offering great performance and consistency to the consumer.A lot also depends upon ISPs billing, they need to be vigilant on usage, data caps and speed being provided.

Else, the Wi-Fi hotspots will become consumers favorite service and they would prefer an own home Wi-Fi services over getting a modem based ISPs services.

These new breeds of service providers who give own home Wi-Fi services can only be beaten up in this game of Internet Services only when the ISPs take command of providing services which are appreciated by the customers and they get repeated and loyal customers.

By : Ramakrishna Mashetty

Ramakrishna Mashetty is The Chief Marketing officer of SURE! (a Magnaquest product).SURE! is an internationally acclaimed player in comprehensive end-to-end Subscription Business Solutions for PayTV, Broadband and Cloud Computing businesses – through deployment of Metered Billing, CRM, Service Fulfillment, Value-Added Services, and Managed Services.

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