With the rise of free Internet Service Providers (ISPs), traditional charge-for-service ISPs find themselves at a crossroads. But how viable is this new model?
The Allure of Free
It’s human nature to gravitate towards freebies. Unsurprisingly, the prospect of free Internet access is tempting for many.
Trading Ads for Access
But nothing is ever truly free. In lieu of the usual $20 monthly fee, these free ISPs primarily rely on advertising revenue. Major portals like Excite and Yahoo! are banking on this.
By providing user data – such as purchasing habits – to advertisers, free ISPs enable precise ad targeting.
Impact on User Experience
Expect a mandatory advertising banner during your browsing sessions. Close it, and you’re disconnected.
A Tested Model?
Drawing parallels, broadcast TV thrived on a similar model. However, the ISP domain remains challenging. Notably, many established ISPs have struggled to turn a profit.
The recent Chapter 11 filing of FreeInternet.com underscores the uncertainty surrounding this model.
What About Service Quality?
The adage, “You get what you pay for”, springs to mind. Testing this, I found that service quality remained consistent when compared to traditional ISPs.
Implications for Traditional ISPs
For traditional ISPs, free ISPs represent a clear challenge. The playing field is no longer solely about access, but service quality. The future might see a battle between ad-induced free access and premium, personalized services. Companies like NetZero, which doesn’t offer home pages, will need to up their game.
The verdict on free ISPs? While they can’t be dismissed, they are as much a competitor as any established ISP. They change the game but don’t necessarily dominate it.
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