Businesses need to do more to make the most of the NBN, warns analysts.
“The government has focused its attention on maximising the public benefits surrounding the NBN, rather than the business benefits,” says analyst Steven Noble, Forrester Research.

The warning is contained in a new report “How To Prepare For Australia’s National Broadband Network” seen by PowerRetail.

“There is very little in terms of promotion of the potential available for online retailers,” says Noble.

Many companies are lacking proactivity when preparing for high speed broadband, despite the massive advantages it will offer small and large businesses alike. 

Retailers are being forced to neglect some of the bigger opportunities that require heavier technological investment, he  says.

“Opportunities like the ability to use high-definition videos for product marketing, high-definition two-way video for customer support and even the ability to bring augmented reality to the home” are among the advantages the $36bn NBN could bring.

However, despite the shortfall, some companies do ‘get it’ – and are already implementing changes that will seek to take advantage of high spped internet afforded by the NBN.

Among the advise Noble has given retailers is:

Build good online experiences: investment in-house content as per Appliances Online  investment allows retails create content cheaply when compared to high-volume outsourcing.

Seek innovative startups: the report cites the big US retailers have been making huge investments in new firms that could help online presence and notes retailers here like Harvey Norman, are yet to follow suit but expects this will change when NBN hits.