Preparing for Global Internet Access
Since the World Wide Web was popularized with the launch of the Mosaic browser 26 years ago, only about half the global population has gained access to the internet. According to the United Nations’ State of Broadband report, 49.2% of people were online by the end of 2018 with reliable, affordable access. Regions vary greatly: Europe is 80% online, Africa only 22%.
Technology firms recognize this issue and have started experimenting with innovations to provide broader internet coverage.
It is reasonable to predict that, in the next three to five years, most of the planet will have some access to broadband. The business community should consider this emerging market with astonishment, if for no other reason than its vast size. It will present challenges in terms of economics, geography,
language and demographics. Specifically, businesses should prepare in four areas:
— DISTINCT POPULATIONS: Communications will need to be localized. Half the people on the planet speak one of five languages (Mandarin, Spanish, English, Arabic and Hindi). But the billions of people coming online could be speaking one of 7,000 languages. Communications will need to be driven by local partners who bring both cultural awareness and linguistic skills.
— BUSINESS MODELS: Because many new consumers will be located in low-income countries and have limited resources, business models will need to adapt to their needs. In many cases a “pay-go” model, where consumers pay a bit each month from online accounts, can be effective.
— PLATFORM STRATEGY: If past experience holds true, new markets coming online will quickly be dominated by a small number of global platforms, especially Facebook. Because of Facebook’s dominance, every business considering online expansion needs to factor in its stature. In some regions this may mean, for example, abandoning plans for separate webpage communications and using Facebook for company information, communications and transactions.
— AUDIO AND VIDEO COMMUNICATIONS: A large portion of the populations gaining access to the internet may be illiterate. Communications may be further challenged as many will speak regional languages. Under these circumstances audio and video communications will be particularly effective.
Global broadband expansion represents an opportunity that can’t be ignored. Businesses that recognize the speed and magnitude of this transformation will be best positioned to take advantage of unprecedented opportunity.
•Jim Cashel is chairman of Forumone,adigitalagency