UKNM: Smart Customers

[John Braithwaite]

I agree that currently, as people get onto the web, they will tend to

stay within the quiet, secure confines and boundaries that have been

laid out by their ISP (e.g. Freeserve). Thus the Freeserve quote of 30%

of customers 'never go out'.


However I think that this is temporary and those people that choose to

get access to the net are looking for a type of adventure (of some

description or another). The ISPs may work really hard to offer the

adventure, but in fact all they are offering is a watered down and

limited version.


All it takes is one email - let's call it "So you think you've made the

most of the Web?" and a simple instruction on how to get the most from

the web, how to use Portals, Vortals, Directories for YOUR (the

customers) advantage. It will also indicate how to change your homepage

etc. It just gets passed around - rather like the joke you received

yesterday from one friend and two days previously from another friend,

they don't know each other - but it's the same network of people (using

the 5 degrees of separation principle).


There will always be those that are happy to say that they are 'on the

web' at dinner parties without ever engaging with the web - but are

these the future purchasing customers on the web? Are these the

high-earners? - probably not. The customers who engage with the web will

get smarter and smarter (and better informed) and I don't currently see

how any current ISP can force a customer into it's narrow confined

world.


The reason that Freeserve may be floated is that they actually

(probably) have no long term plan at all and suddenly realise that they

are looking at lots of customers (and spend) with little reward. 

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