[AusNOG] NBNCo releases its response to industry consultation

[Grahame Lynch]

OK trying to get my head around this.

{Phone rings}

Householder: Yes?
Caller: Hi its XYZ contractor here, we are installing optical network
terminals in your street next week and would like permission to install one
by the side of your house. It's all part of the National Broadband Network
you might have heard about.
Householder: So how much will it cost me?
Caller: Nothing to have the terminal installed but if you want service over
it you need to sign up with a retail service provider
Householder: Can I sign up with you for the NBN?
Caller: No
Householder: Can you tell me who I can sign up with?
Caller: No. We are the just the installer for the NBN which is a wholesale
only open access provider. A whole range of retail service providers offer
service.
Householder: I have Telstra for my phone line and Internode for my
broadband. Do they know you are calling me?
Caller: I cannot answer that.
Householder: Why haven't they informed me...
Caller: I cannot answer that.
Householder: So where can I find out more about these services?
Caller: I suggest you contact your service providers.
HOuseholder: Can I find out more on your website...
Caller: No we are just the installer...

and so on and so on.

Sorry for the facetiousness here but you know for the past 100 years or so
we have tended to operate under the "vertically integrated" paradigm where
someone takes overall responsibility for your connection even where parts of
that service (ie long distance voice, dial up, broadband) may be provided by
another entity.

Seems that with an NBN type company predicated on open access and
equivalence it is very difficult for them to talk people into agreeing into
an ONT connection unless they can talk in some detail about why they should
get it.

But by definition they cannot promote retail services.

It is going to have to be the mother of all awareness campaigns to make this
happen smoothly.

When the ACA introduced preselection in the early 1990s for long distance
voice, they rolled it out "area by area" allowing Telstra and Optus to
campaign about the changes in geographically defined zones so that consumers
understood what they were being asked to decide on. Those zones were not
based on exchange or fiber serving areas but defined media markets.

Something similar would seem to be needed this time albeit recognising the
fact that this won't be a duopoly asking for simple "choose between me or
them" situation.

Of course if TLS and NBN Co come to agreement and everyone is just forcibly
migrated across I guess it is a moot point. But then that puts Telstra in
pole position of the "sell" campaign for the NBN connection right?
Interesting scenario and an interesting way to leverage one's brand and
customer database dominance.
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