ITAA says lagging content prevents a broadband boom

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By Scarlet Pruitt

(IDG) -- Broadband may have gotten a bad rap from some critics for alleged service glitches and pricey fees, but it's the content that has really held back the United States broadband boom, the head of the Information Technology Association of America (ITAA) said in a conference call.

The government, users and industry groups have been focusing too much on broadband's supply side, Harris N. Miller said, and now it's time to examine why there's a lack of demand.

"For too long the government has been mixing the concrete for the highway and not saying why people would want to drive on the highway," Miller said.

In an effort to remove roadblocks and get U.S. consumers to embrace broadband, the IT trade association is launching a "Positively Broadband" campaign.

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Miller said that if the drive is a success,it can not only encourage the creation of compelling content and applications for broadband, but it could foster a broadband boom that could help boost the sagging U.S. economy.

The group is endorsing a market-driven campaign that Miller says balances user needs, the protection of privacy and fair competition.

While Miller conceded that "there's no silver bullet or killer app that's going to drive growth," he said that there's room for growth in the key areas of e-work, e-government, e-health and e-entertainment.

Miller said that there has actually been a slowdown in DSL (digital subscriber line) growth in recent quarters, despite wider availability.

The Virginia-based trade association chief suggested that federal, state and local governments should serve as early adopters of the technology and should encourage citizens to use broadband by offering tax incentives and credits.

Broadband will not only provide a convenience to users, but will also be a catalyst for economic growth and expansion, Miller said.

But before consumers can be wooed over from their dial-up "drips," as he called them, they need to be given worthy incentives.

"My basic saying is: 'It's the content, stupid!'" Miller declared.

The ITAA has set up a site to launch its "Positively Broadband" campaign at http://www.positivelybroadband.com/. A white paper and further information on the initiative can be found there. Additionally, the group plans to hold a conference on the subject in February of 2002.