More than one half of US broadband households receive an internet protection solution from their internet service providers (ISP), with currently only 11% paying for these services, according to Park Associates’ recent study Profiles of PC Usage.
These security solutions, which could include anti virus, anti-spyware, anti-spam, pop-up blockers, and parental controls, could lead to greater customer retention and future revenue growth as ISPs expand these services.
Commenting on the research, Kurt Scherf, vice president and principal analyst at Parks Associates said: “Along with the many benefits of broadband internet connectivity, it also brings concerns about viruses, spyware, and other maladies.”
He continued: “Although most home users report using their own security and protection packages, internet service providers have a significant opportunity to offer such services and revenue drivers.”
Scherf points to the early moves by Canadian broadband providers Bell Canada and TELUS as potential models, both of which offer a variety of free-based security solutions to their customers.
He said: “As broadband carriers seek to package a variety of value-added services, they should not forget that some of the most attractive features are those that address very basic needs. Broadband-deployed internet security solutions include subscriptions for virus and spyware definitions, real-time monitoring and alerts from a trusted carrier, and established customer billing and support service mechanisms.”
Scherf added: “At a time when growing revenue per subscriber has never been more important, these services could strengthen the carrier-customer relationship as well as the ISP’s bottom line.”
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