· As the popularity of broadband service increases, providers will face increasing competition from other companies in the cable and satellite industries. In this environment, existing customer barriers to switching providers will become much lower.

· To be successful in the long term, providers need to differentiate their offering now by providing value-added service bundles that reduce customer churn while increasing their ability to "lock-in" customers. These service bundles must address consumer interests and leverage the unique benefits of broadband service.

· As providers layer in more bundles, customers will begin to depend on these services and become less likely to switch providers. More importantly, providers will begin making the transition from providing pipes to providing services, making it harder for competitors to steal customers.

· Music services (subscription services and Internet radio) represent an immediate opportunity. Introduction of legitimate music-on-demand subscription services this fall will enable broadband cable providers to offer music services that tap into immense consumer interest.

· Broadband providers are uniquely able to service consumer interest in digital music. Broadband consumers expect rapid downloads and exceptional sound quality. Providing a superior listening experience will build stronger customer relationships and keep customers coming back.

• Dave Williams, VP of Product Management, Listen.com