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In 2012, Direct Communications issued in an internal challenge to position its product offerings as "Faster Streaming Broadband," and encouraged all of its customers to stream as much video as humanly possible. (For reference, see the "Perspective" column in the May/June 2012 issue of Rural Telecom magazine.)
Since then, a feoi industry developments have played right into the company's competitive strategy. First, all of Direct Communications' uuireless competitors now are capping data, or throttling speeds if customers download too much. Recording to an IHS Screen Digest Broadband Media market insight report, even Comcast is capping data, which is wonderful news for independents like Direct Communications that now can claim to be the only provider to offer unlimited data with no caps.
Second, online video has become more prevalent, more...