OPINION: Scrap jargon to increase broadband speeds
Originally published in the Telegraph 15 June 2021. Permission to publish sought and granted on 19 May 2023.
On this day two years ago, the Prime Minister set out an ambitious vision for the UK’s connected future. Writing in this newspaper, he argued that a fast internet connection is ‘not some metropolitan luxury’, but an ‘indispensable tool of modern life.’
Since then, the importance of a reliable broadband connection has only increased. Consumers and businesses are dependent on the internet in ways most of us would never have imagined before.
Yet a large number of us have also discovered the frustration of managing with an underperforming broadband connection at a time when our lives are becoming increasingly digital. Changes to how we work, shop, bank and communicate are unlikely to simply return to how they were pre-pandemic, so making sure the country has the infrastructure to facilitate good internet connectivity becomes even more crucial.
Gigabit-capable broadband has the potential for much faster speeds and, importantly, these networks are much more reliable and more future-proofed than the connections most of us rely on today. The government set a target just before the 2019 general election for full nationwide gigabit connectivity by 2025. That has since been reduced to at least 85 per cent coverage - less ambitious, but still a challenge to achieve.
The conundrum of why consumers and businesses are tolerating an inferior internet connection, when some of them have access to a better alternative, prompted the government to ask Which? to work with the Confederation of British Industry and the Federation of Small Businesses and convene a group to develop solutions to ensure higher take up of gigabit broadband. The report, which we publish today, includes recommendations for government, Ofcom and industry.
Take up is low partly because not enough people know what gigabit broadband is or what benefits it could bring them. That is compounded by the confusing terminology used to describe internet speeds: ‘ultrafast’ and ‘superfast’ sound more like advertising slogans than accurate and meaningful descriptions. To avoid this jargon, the use of common and easily understood terminology to describe broadband services should be industry-wide and overseen by Ofcom.
Raising awareness often starts locally. The government should provide local authorities with toolkits to help support efforts to encourage take up, and explain the benefits clearly. Research found that three in ten firms surveyed didn’t see the benefits of moving to gigabit. Businesses that have been shuttered for months and forced to move online may be swayed when they find out a faster and more reliable alternative is available in their local area.
A targeted voucher scheme for low-income households may also support those who face affordability barriers, and help the UK tackle one of the most upsetting trends to emerge during repeated lockdowns - the emergence of a generation of schoolchildren who missed out on vital learning because their families lacked the broadband connections or devices required to fully participate in online learning.
There can be no serious attempt at levelling up without access to decent broadband for all UK households. The encouragement of voluntary provision of social tariffs is a start, but the government should be open to further interventions if required.
The introduction of an employer-led scheme to encourage switching to better connections could also help. Supporting firms to improve their employees’ connections and boosting their productivity while also minimising the cost for employees would bring mutual benefits.
Post-Brexit, our businesses must be given the tools to compete on the global stage, and new trade deals will offer opportunities for our digital and services industries. Yet none of that will be realised properly without the appropriate infrastructure and persuading the next generation of entrepreneurs to take advantage of it.
Ultimately, asking consumers to pay more for something when they don’t understand the benefits is a difficult task, made even harder by an avalanche of confusing adverts extolling the supposed merits of sometimes cheaper, but far inferior services. It will also be a long-term challenge. These recommendations plot a course, and we believe that if the government, industry and regulators take account of them, they can bring businesses and consumers with them.
But they are only a start - and their implementation will require continued support, oversight and collaboration from industry leaders, business and consumer groups. Time is of the essence - which is why our working group will be seeking a progress update six months from now.
The Prime Minister’s broadband revolution ought to be televised, streamed in crystal clear definition and powered by gigabit. It absolutely can be - but first comes the hard work of ensuring people and businesses understand the benefits of tuning in.