Magazine article Marketing

Single Strategy Is Key for Future of Superhighway

Magazine article Marketing

Single Strategy Is Key for Future of Superhighway

Article excerpt

Would someone tell me why this Government has no communications strategy for th next century? Would someone tell me why the chances of the UK getting a single information highway in the foreseeable future appear to be almost nil?

It's a pretty gloomy outlook, particularly for the advertiser, when the best we can all hope for is a hotch-potch system of unconnected "B" roads based on existing cable franchises.

I blame party dogma. It's all very well favouring laissez faire and the free market, but if that means ignoring the latest technology and leaving the UK way behind Japan and the rest of Europe, it's madness.

Just look at what is happening in the marketplace. While the information age is creating more and more opportunities to address consumers on an individual basis, and direct marketing is experiencing its own resurgence, the mainstream TV media become more and more national in coverage and operation. Where does this leave the poor TV advertiser who wants to target on a regional, micro regional or individual basis? The answer is hoping that a superhighway is not just a catchphrase but a real possibility in a few years' time.

If this Government was less hung up on its own philosophy it could inject some physical reality into the concept now by allowing BT off the regulatory leash and charging it with the task of creating a national fibre optic cable network. It is only doctrinal antipathy to BT's near monopoly of telephone services that is standing in the way and putting the UK at significant disadvantage compared with its main industrial competitors. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.