When Apple introduced its original iPod, it could have launched it as “a robust handheld device that includes 5 GB storage for MP3s.”

Instead, the iPod’s introduction was marked by promoting the benefit it would deliver consumers: 1,000 songs in your pocket.

Simple. Elegant. And feature focused.

Broadband is More than Speed/Price
Jitter, latency, availability, and customer service are all part of what may make one ISP’s services better than others, but ultimately each are features that rarely drive purchasing decisions.

Low latency is almost as important as fast speeds. But does telling someone that you deliver low latency inspire action from a consumer?

Reducing jitter is critical for high performing internet service – but do consumers understand it as a feature?

Availability is critical – but does your target audience internalize what an unavailable network means to their life and/or business.

It’s widely accepted that consumers buy benefits, not features. 1,000 songs in my pocket versus a 5 GB hard drive. Or, for our purposes…