Successful Broadband Alliances Depend On Content, Service

Also from Yankee, a new report which says that broadband partnerships between service providers and content publishers require different approaches, depending on the nature of the content strategy.

It says that SBC-Yahoo union is an example of the “right” way to marry content to service, as both companies have created a strong co-branded offering while furthering their own respective brand equity through the partnership.

These partnerships could spell problems for DSL companies…”Potentially, consumers will stop seeing a connection between Verizon and its broadband service. Verizon has put itself in the unflattering position of merely being the access provider for a service that is access agnostic,” the report says.

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