The Internet Service Providers’ Association (Ispa), an industry body, is keen to stimulate discussion about how certain broadband-related terms, including broadband itself, should be defined.
It has posted a working document on its website providing a set of guidelines and recommendations for broadband terms with the aim, it says, of “providing clarity to industry, consumers, IT journalists and advertising authorities”.
Ispa says the document is not prescriptive and is not intended to be legally binding on its members or to oblige service providers to market their services in any specific manner. Instead, it aims to create a “shared understanding of what service providers mean by terms such as ‘uncapped’, ‘shaped’ and ‘broadband’ in their product marketing”.
Broadband, for example, is defined as “a service which provides access to the Internet with a minimum download speed of 256kbit/s”.
“One of the most important principles for marketing of broadband services is clear communication with consumers about the products they are buying,” says Ispa GM Ant Brooks. “To that end, we believe that clearer definitions of certain broadband terms will help users better understand which services will best meet their needs and what services will cost them.”
Brooks says Ispa believes this will benefit its members and consumers of broadband services. “We hope to spark debate with the industry since this is a living document that will evolve as services and technology change.” — Staff reporter, TechCentral