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Sarah UKFast | Account Manager

It Pays to be at the Centre of Attention

20 October 2008 by Mother Superior

Rural communities in the UK have come to the end of their tether with broadband providers and their deceptive claims, reports this week say. Broadband firms overstating the ‘speed’ of their packages is not new and the fact the rural communities always seem to feel the most disgruntled is also not new. However the critical mass of calls for the authorities to do something is novel.

Countryside dwellers, such as those in Huntingdon, Cambridge, are hitting back with concerted pressure on the Government and Ofcom to bring the misleading broadband providers to heel.

The classic problem is the ‘up to’ capacity advertised by broadband companies. Most, not surprisingly, state the maximum speed available on their network prominently. Meanwhile, talk of possible geographical limitations is relegated to the small print. The result is disappointed customers in areas that are a long way from the main local exchange, such as any rural community.

Residents in Huntingdonshire believe that instead of the 8MB broadband that is promoted, they are in reality only getting 512KB, one sixteenth of the headline speed.

All this grief and disappointing performance is because Huntington is not located on a broadband superhighway and that got me thinking about the parallels to the ecommerce industry. Quick and reliable service is essential for any Web business. Customers will not wait for slow loading sites.
Furthermore, Google rankings partly rely on speed ratings, so again slow websites will lose out due to poor Google listings.

So the lessons for ebusinesses are to ensure that their server power is up to the job and that their hosting company is located on a major hub of the broadband network. ISPs, such as UKFast, who occupy a position right on the broadband superhighway can offer more.

So to be in the ecommerce fast lane make sure your hosting provider is right in the middle of the action.