Home networks are troubling but useful little devices. They allow us to surf the web, in bed, with the covers tucked around us, but they also threaten to divulge our bank account numbers to passersby if we don’t show them proper respect (the home networks, I mean, not the passersby). Recent research from Parks Associates bears this out. Consumers rate home networks high in usefulness but low in terms of ease of setup. Intuitively, you would think such sentiments would translate into a golden opportunity for technical support services, but you would be (partially) wrong. Home networks actually rank behind computers, smartphones, and even flat-panel TVs in terms of desired support. This finding puts them on par with game consoles and printers.
Why the lackluster interest in home network support? Multiple factors are likely involved. For one, a sizable portion of households use home networks from their broadband provider. If it stops working properly, they know who they’ll call. Secondly, rebooting is the only troubleshooting tool most consumers will ever need to try. Thirdly, it appears that some consumers don’t fully understand the role home networks play. For example, the most commonly cited “problem” associated with home networks is poor speed—a problem home networks are unlikely to be culpable for.
All this is to say, there is a need for home network support services, but monetizing it will be tricky. Part of the solution may be greater market education so that consumers will better understand the home network’s role. Once consumers understand the role of the home network, they will be more willing to pay for support services that ensure their digital home runs smoothly and safely.
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