Last month in the US Google announced plans to give away high speed broadband up to 1 GB per second – One hundred times faster than we have today. During the trial Google will choose cities with a need for rejuvenation, promising between 50,000 & 500,000 people will have access to the Google Fiber service. Despite speculation that the service will be rolled out worldwide if successful, even as the trial currently stands user expectations from broadband services will no doubt increase with comparison. To stay afloat ISP services will have to compete and it won’t be too long before we in fact rue the decision to name today’s speeds as ‘Broadband’
As we’ve seen previously the increase in internet speed opens up the potential for a much richer and more engaging experience. Moving to a 100 times faster internet allows communities and organisations to use a ‘cloud computing’ infrastructure with more fluidity, changing the way we store and retrieve our personal data.
Why is this important for Cadbury?
A large increase in internet speeds would eliminate limitations over what could be provided to their audience within ad formats. The Fairtrade fortnight album could be downloaded straight from a standard format, the 2009 Creme egg game could be hosted within an expandable MPU and moving forward we could even host a high definition feature length film which could be expanded to full screen.
If Google Fibre internet speeds were freely accessible we could pack all the attributes of a content rich micro site into an ad format and distribute it to our audience and where they want to be, rather than pull them towards a destination to engage.
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