Driving Growth of Broadband In Pakistan

Abstract

Despite the huge amounts of investment by companies with multinational experiences and profiles, the broadband industry has been stagnant in terms of demand and hence, growth. Although, the first milestone set by PTA in broadband policy 2004 has been achieved, the drivers of demand are still ambiguous and thus, the success in the next step remains questionable. A detailed study has been conducted to analyze the drivers for consumers’ behavioral intention to adopt broadband. Subsequently, interviews have been conducted with significant entities in the broadband landscape of Pakistan. The two studies, when mapped against one another, have revealed interesting gaps, which need to be rectified. The perspectives of the government regulating bodies, concerns of the private market players and consumer behavior of the target market have not been found to coincide at certain important factors such as Cost, Content and other Push and Pull factors. Recommendations have been made and an action plan has been suggested to give a rough direction for ‘Driving Growth of Broadband in Pakistan’.