Over the long term, however, the challenge to operators will be attracting the next wave of subscribers once digital has fully penetrated the early adopter segment. In markets where digital cable has been available for several years, the rate of adoption may slow after the first early-adopting consumers are acquired. Interactive TV will further digital cable penetration. As these applications become available, consumers will need to upgrade to digital cable in order to gain access. Not all cable subscribers will subscribe to digital cable in any form.
New subscribers offer cable operators a strong opportunity to sell digital cable.
But when these moves are completed these customers renew their cable subscriptions at their new location, presenting customer service representatives with the opportunity to sell them digital cable. Well, not exactly. The interactive TV market suffers from consumer demands so diverse that one solution won't cut it for now. Copyright 2001 INT Media Group, Incorporated All Rights Reserved.