The prototype project
In the Netherlands in the town of Nuenen fibre was laid to 8000 households with 97% of households signing up. Rather than arguing with government or their telecom operator success was at a personal level. The method that works is called the 'seven pillars:'
- A business model that can be funded
- An ‘Us’ feeling with a strong emphasis on local ownership.
- The ability to offer 3 basic services; telephony, TV and super-fast internet.
- Adding value through locally generated services and content (local TV, video contacts with doctors, recreation and clubs, churches and schools).
- Getting the communications right. Close the Gap developed an extensive ‘communications protocol’ and used it to drive engagement with the people of Nuenen as individuals and with various groups and clubs.
- Focusing on customer care with a local emphasis.
- Delivering a high quality network after a rapid build with little disruption to the town.
Know your audience
At all times the technology was secondary to understanding what the people in Neunen wanted. To force this point of view amongst the developers of the project a picture of the eventual customers was imagined. Neunen is a town with a high proportion of retired people; to be successful the project needed to be relevant to them.
Description: Elderly woman, living alone, not I.T. literate
- Details: 70+ years old. Children moved away. Resident in sheltered housing. Uses the telephone and T.V. doesn't own a computer.
- Likely to meet: At church, through resident groups or events.
- Most concerned with: Health issues, keeping in touch with friends and family.
- technology could Help: With keeping in contact with the family by having great web cam access; and the grandchildren want to visit granny because she has really cool internet access. Her G.P. can 'check-in' for mini consultations over the web; she can send live cardio data to hospital for diagnosis and emergency alerting.