Realising our Broadband Future (3)
Realising our Broadband Future
Disclaimer: live-blogging
Smarr, Conroy, Thomas, Tucker and McDonald
Larry Smarr, CITIT
NBN best example of inventing in the future of the country; uses the standard rhetoric: “level playing field”, “global environment”, “citizens competing”; like one of the speakers yesterday (Cole) compares Australia and USA with Australia better. “Have early working prototypes” of the applications; it will take “a lot of working through” to get to the next level. “We are at the end of a long era, the era of copper”. This future-proofs the network. Points to the role AARNET might play, because AARNET is working at 100 x the speed of the NBN.
Stephen Conroy, Min DBCDE
Conroy starts with the selling job. Characterises the critics as those who think we already have broadband, or that the market should just sort it out. Compares them to people who criticised the introduction and expansion electricity networks by government in the 19th and 20th century. Public role of government is to build a platform, onto which the market then builds applications. Refers back to the conference: what day 1 shows is that the future of high-speed broadband is not just downloading movies faster. It’s about education, health and so on. Picks up on the economic benefits; the community benefits etc.
Key message: investing in broadband is about investing in health, education, regional centres, energy efficiency and so on. It will be “Australia’s first national open-access wholesale only..network”. “we remain confident it will work on a commercial basis”. Critics are wrong for just not seeing the vast array of flow-on social and economic benefits. The return on the wholesale network will be more like a utility return, NOT like that of a vertically integrated market. Case is “compelling” and “encompassing” -[new word! encompassing!]. It is very strongly linked to globalisation and international competition, according to Conroy. (Which then is referenced to the 16th location, and 3rd most expensive data from OECD).
“Despite the myth, high-speed broadband is not accessible to all Australians”. Cites telstra exec – 50%+ cannot get 12 Mbs in Australia. Also emphasises the fact that the Internet generates major advantages for regional areas – and yet that is precisely the area of Australia least well-served by current infrastructure (backs up this argument by discussing how Tasmania is poorly served).
Abigail Thomas, ABC
“What difference will the NBN make in our everyday lives?” she asks. “What will ordinary people be doing? How will they get their information? How will they entertain themselves?”. New media bring something new, but build on past media. Uses the analogy of filmmaking – started out as ‘film a performance on a stage’ (new+old); then became something different (new+new). Explores these ‘new things’ via some examples and innovations in new media, showing how media will be very important for the NBN but not media as we know it. Essentially, the presentation makes clear that media will drive NBN takeup but not just movie and TV watching / downloading – more interactive experiences such as multi-story line TV (‘cubic’ TV), multimedia-style presentations of historical documentary (for school research) AND, more importantly, has democratising upload possibilities far in advance of what we see just emerging now. The emphasis here is on user control – eg non-linear, or self-created, or game-style choice oriented, or collaborative online.
Tucker and McDonald
Marketing of homeloans discussion.
Interesting history of Aussie Homeloans interaction with new media for marketing – showing from 1995 through to now. 2002 – company had bad brochureware website (and didn’t even own domain name!) “but it didn’t matter”. 2007 – “awakening” at Aussie to realise how significant the networked digital environment might be. They realised 28% of business coming from online; but only 18% actually completed the website process. So had to have a digital strategy.
Commentary
There’s now a link between the NBN and new (different) ways of working. earlier rhetoric around broadband was similar, but I think there has been a shift now to emphasising that we can’t know what happens next, but that we must change. Climate change is probably the main difference now between this rhetoric and early 2000s
Conroy’s speech is a very finely tuned pitch, not to the audience (one imagines they are already convinced), but to ‘the people’, via the media who will no doubt report it. It identified the criticisms which are most likely to be launched and then answers them. It also makes two significant interventions. First, it emphasises that the return on investment for NBN is utility / wholesale business, and NOT comparable to a retail / vertically inttegrated company (such as telstra). This move implies that there will be cost savings in the lower profits to be made, in the long run. The second intervention, which is apparent yesterday also, is to de-couple the NBN from specific applications and services. Just as the NBN will be a layer-2, non-service foundation, on which the market builds competing and specific applications, so too, the argument FOR the NBN relies now on the claim that the specific applications (health, business, education etc) will come from the market, because of the level-playing field of the wholesale network. This logic is astute, if a little vague, because it completely undercuts the ‘but exactly what is it for?’ counter-arguments. These arguments are still interesting, but they are ruled out of the specific debate about the NBN; the arguments are now emphasising the broader, infrastructural issues.
Thomas, from ABC, presents a sophisticated argument through simple narratives – stories of imaginary characters. Is this what is missing? There has been insufficient imagining of the future from the perspective of the everyday user – too much ‘gee whizzery’ and talk of economics and nation building. Does the argument for NBN need to fill the gap between the political spinspeak and the everyday desires of the audience? How can we create the ‘audience’ for the NBN – that is, the people who invest in it desires and dreams and seek pleasure through their sense of ‘being’ this audience regardless of what they actually?
Contrasting NBN arguments from technologists vs those of Thomas’ media oriented presentation: people are already very familiar with the idea of remote, electronic entertainment and will readily accept and explore new versions and indeed contribute to their creation. however, there is still a strong ’sense of presence’ around things like health and education (especially children’s education) which makes it a lot harder to convince individuals of the benefits of telepresence in these spheres, even though people happily involve themselves in online transactions like banking. I would argue that media will be the uptake driver for broadband – but, as Thomas says – just not media as we know it
Big reality check: Aussie Home Loans example shows that business (a large business, with a lot of online business – 28%) didn’t realise until 2007 (!!) that online marketing and selling was critical to its business and that old-style websites didn’t work and that the whole strategy needed to change. Even in a business that is entrepreneurial, digital marketing took a while to take off.
