DNA, short for deoxyribonucleic acid, is the molecule that contains the genetic code of organisms. The main role of DNA molecules is the long-term storage of information. DNA is often compared to a set of blueprints, like a recipe or a code.
- Like any human body which have different DNA, each Nation's Broadband Strategy also comprised of their own DNA.
- In a Broadband World - the DNA stands for "Device, Network and Application". All these 3 elements are intertwined and closely knit between each other. We have seen in many implementations when a telco focused mainly either one or two elements, the end result will not be very encouraging.
- For example, a telco believe choosing the best data network will bring customers and revenue - and thus, they chose either WiMAX or HSDPA to offer broadband services. But the growth are minimal. So, what's wrong with this approach?
- There are times, the telcos offer their service packages with subsidized mobile phones. Additionally, they created new bill plans that include attractive free SMSes. None of this really drive the mobile data growth significantly. The data ARPU remained below 20%.
- NTT DoCoMo's iMode is a good example how DNA works - They gave the users multiple choices of smartphones which have access to Internet. Their high speed network and thousand of applications offer a new Net experience to the users. The Japanese prefer emails compared to SMS. This approach drives their mobile data ARPU into new heights.
- However, when it was attempted to duplicate the same approach in countries outside Japan, this strategy does not not work. Why?