Cable operators need to stake their claim to the ÂfibreÂ brand, which increasingly has resonance with consumers, a panel of cable operator executives told attendees at the CTAM Europe conference in Lisbon yesterday.
With operators including UPC, Numericable and Virgin Media either branding their broadband services with variants on the ÂFiber PowerÂ tag adopted by UPC or using the word ÂfibreÂ in their marketing material, cable companies are able to challenge the appeal of fibre-to-the-home providers and telcos, delegates were told.
However, the pull of EuroDOCSIS 3.0-based very high-speed services remains limited to a minority of customers for now. Eric Forsthoefel, director of marketing communications, Europe, at UPC Broadband, said that 9% of UPCÂs broadband sales next year were expected to be for services of 50Mbps or above. ÂThe DOCSIS 2.0 platform will still drive our data business,Â he said. However, use of the ÂFiber PowerÂ brand was Ânot about the platform Â itÂs about tapping into the aspirations of customers and about grabbing emotionsÂ, he said. UPCÂs strategy was not to market speeds of less than 10Mbps and to deliver ÂFiber PowerÂ in all its markets by next year.
Pascal Dormal, managing director, Belgium and director of group development at Numericable, said that the operatorÂs 100Mbps service now had 195,000 customers, with its fibre-to-the-building network in France now passing 3.2 million homes. He said that the network upgrade would allow Numericable to market next-generation TV services, including services such as its recently announced initiative to bring DailyMotion user-generated video to the TV.