At the recent Connected Britain 2025 event, Incognito Software Systems highlighted the evolving demands faced by Internet Service Providers (ISPs). According to Sonya Goodanetz, Incognito’s Senior Marketing Product Manager, speed alone is no longer sufficient. Consumers today seek value-added services (VAS) that enhance their connectivity experience.
ISPs in the UK are experiencing intense competition. As a result, they’re focusing on strategies to differentiate their services. Examples of VAS include cybersecurity tools and traffic optimization for services like cloud gaming. Such offerings can elevate the average revenue per user, marking a significant shift from the traditional high-speed internet focus.
Goodanetz explained how innovation has made the integration of these services more seamless. Previously, deploying VAS involved placing software agents on every device model, which was time-consuming. Today, operators can swiftly deploy applications onto residential gateways, expediting the delivery of these services.
There’s an imperative for ISPs to transcend their role as mere data conduits. By venturing into new sectors like healthcare or the Internet of Things (IoT) in homes, ISPs can capture new business opportunities. Goodanetz’s insights suggest that offering tailored, comprehensive customer experiences may define the success of ISPs in the future.
As technology evolves, it’s crucial for ISPs to adapt and embrace new models of service delivery. This ensures they remain competitive while catering to the ever-changing preferences of consumers. The focus should be on enhancing the quality of experience, meeting diverse user needs, and expanding market reach.
