Meet the author – Darren Farnden

Posted on Apr 17 2015 by Darren Farnden | Comments Off on Meet the author – Darren Farnden
Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

It’s time to introduce Entanet’s Head of Marketing and keen Opinion author, Darren Farnden…

How long have you worked at Entanet?

I started at Entanet in April 2006 so 9 years now.

 What are your key responsibilities within the business and what are your areas of expertise?

I run Entanet’s small but truly dynamic marketing team. A member of the management team, I’m responsible for ensuring we translate the company’s strategic direction into a plan that supports the business internally and our channel partners externally. This means we take ownership of everything from maintaining a high profile in the market, providing our own sales team and also partners with support and intelligence to help them sell, right through to communication with existing partners and attracting new ones and nurturing their interest. We’re sometimes fondly known as the colouring in department but we know we’d be missed.

With regards to opinion, which topics do you usually cover and why?

I cover quite a range of subjects – obviously anything directly linked to marketing such as the growing opportunities for resellers in social media, adhering to connectivity advertising rules and several of our selling related guides and eBooks. I’ve also previously discussed the Government’s plans to tackle copyright infringement through the controversial DEA and most recently discussed the pros and cons of classifying broadband as a utility.

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Is the upload speed REALLY important?

Posted on Nov 24 2014 by Darren Farnden | 1 Comment

ISPs’ controversial headline speed adverts pretty much exclusively focus on broadband download speeds. After all, that’s what the customers are really interested in, isn’t it?! Not according to ISPReview.co.uk, who recently ran a poll of their readers that found that almost 25% rated upload speed as ‘very important’. So, should ISPs be providing this information more readily?

Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

In fairness, ISPreview.co.uk’s readers are probably a bit more tech savvy than many broadband users and therefore are more aware of the increasingly important role upload speeds play in their day to day Internet usage habits. So, are customers really concerned with (or even aware of) the importance of their upload speed?

Changing Internet usage habits

That depends on how they use their Internet connection. If they are using it to support an application that is reliant on two-way data transfer such as VoIP or video conferencing or predominantly upload based such as FTP, then they are likely to be more aware of the importance of a good upload speed. Even in the residential broadband market, where customers are uploading more and more information (e.g. photos) to social media sites or online gaming for example, they will be significantly aware of the impact a faster upload speed can have. Alternatively, if they are predominantly downloading information it may be a less important factor to them.

However, with market trends showing an increasing adoption of hosted services and analysts predicting significant growth in things like the IoT and connected devices, surely upload speed is set to become increasingly important to everyone’s day to day Internet usage.

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Broadband Speed Guarantees – Oh come on Which? get real!

Posted on Nov 18 2014 by Paul Heritage-Redpath | 5 Comments

Which? have once again called for broadband speed guarantees for customers, demonstrating their continued lack of understanding of the complexity of this issue and the multi-tier structure of the broadband delivery market – including Openreach’s critical role in fault resolution.

Back in March, they called on all ISPs to provide a ‘broadband speed guarantee’ which would provide customers with written speed ‘estimates’ at the start of the contract; allow customers to exit contracts without penalty if that speed isn’t achieved (so, actually they want a ‘guarantee’ not an ‘estimate’); fix loss of connection as quickly as possible; refund people for loss of service; and remove the jargon and ‘take responsibility’ for fixing problems. All in all, they wanted a basic SLA for broadband providing guarantees and compensation.

Their latest survey of over 2000 UK adults reportedly found that only 5% of people agreed that broadband speed is advertised in the clearest way and 88% agreed that speed was the second most important factor when choosing a broadband deal (after price). This has led Which? to re-issue their calls for a ‘broadband speed guarantee’ although in fairness, this time they appear to have dropped the request for early contract exit options where the speed provided isn’t achieved.

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The A-Z of industry issues (part 2)

Posted on Jul 02 2014 by Darren Farnden | Comments Off on The A-Z of industry issues (part 2)

Here it is, what you’ve all been waiting for……the second part of our A-Z, or should that be K-Z of industry issues!

Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

K – Kids and protecting them online

How do we effectively protect our children online? Where does parental responsibility end and parental controls begin? It’s a fine balancing act and an important one. Whilst we commend the largest consumer focused ISPs for providing free parental controls to help guard against unsuitable material for minors, it’s not the end of the story. This needs to be backed up with education and parental responsibility. This site contains some useful advice: http://www.saferinternet.org/safer-internet-day.

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Knowingly undersold

Posted on Nov 21 2013 by Darren Farnden | Comments Off on Knowingly undersold

Reliability – not price – is what really matters to resellers and customers when it comes to connectivity says Darren Farnden, Head of Marketing at Entanet.

Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

It’s always easy to focus on price when it’s all that the customer seems to be focused on and especially when connectivity services are promoted as a commodity. Do businesses really want a cheap service that can’t be relied upon?

At Entanet we’ve never espoused or promoted the low-cost-only route to selling. We always encourage and support our partners in promoting the key values of connectivity and, while this may seem like an obvious point to make, it’s one we believe is important to re-iterate time and time again because it’s all too easy to fall into the trap of selling on price and little else in a competitive and crowded market.

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