Trends Shaping Broadband Services in 2024

Written by Viktorija Vilk? , the Director of Corporate Marketing at CUJO AI? .

As we move into 2024, it's crucial for Internet Service Providers (ISPs) to understand and adapt to the evolving demands of broadband consumers. From enhanced network security to proactive device management, consumers are increasingly seeking a seamless, secure, and personalized online experience. By embracing these trends, ISPs can ensure they can build their strategy to deliver high-quality, innovative services that consumers demand while also promoting a safer, more efficient digital environment.?

1. Home Network Security: A Top Priority??????????????????????????????????????????

Enhanced network security is a critical focus for 2024 as cyber threats grow more sophisticated. Growing adoption of AI in ISP cybersecurity is driven by the heightened awareness among consumers about the risks to connected homes, pushing service providers to invest in advanced security measures. For instance, Comcast's Xfinity xFi Advanced Security was introduced to provide automatic protection for all devices connected to a home network, showcasing how ISPs are taking proactive steps in security enhancement.?

"The sophistication of cyber threats demands an equally sophisticated response. By integrating AI into their cybersecurity strategies, ISPs are responding to modern threats that can strike fast and disappear in days. Without machine learning solutions that are constantly improving and analyzing suspicious activities in real-time, safeguarding customers’ digital lives would be impossible," notes Kimmo Kasslin, the SVP of Protection Services at CUJO AI? .?

The cybersecurity landscape is evolving rapidly, and AI strengthens defenses against elusive, short-lived threats, such as phishing campaigns, that steal tens of billions of dollars from consumers in the US alone. Enhanced threat detection and mitigation allows ISPs to both effectively protect their users and stand out in a competitive market.?

2. Smart Home Integration: Creating Seamless Experiences?

The smart home market is growing, and some experts predict there will be 25 billion connected IoT devices worldwide by 2027. This boom is driving the need for more robust, efficient, and faster networks. For Internet Service Providers (ISPs), this means integrating new wireless standards to efficiently manage the sheer volume of connected devices, as well as solutions that allow them to measure service quality and solve connectivity issues proactively.?

“ISPs are building seamless experiences in an extremely dynamic environment. Smart home devices and new online services are released every day, and ISPs are always thinking about how to enable seamless connected experiences for every single household. Cutting-edge AI and network management tools allow them to stay in the driver’s seat and ensure their customers get the highest service quality,” says Justinas Bisikirskas , CUJO AI? 's Senior Product Manager. ?

The adoption of these technologies is not uniform across the globe. While some markets, particularly in North America, are at the forefront of adopting Wi-Fi 6 and 6E, others are yet to catch up. As some ISPs push forward with the latest technologies, others lag behind, creating disparities in user experience and access. The trends are not merely regional: the digital divide is present both between countries and also within them.??

Leading ISPs in advanced markets like Bell Canada, Rogers, TELUS, Verizon, Xfinity, Charter, and Frontier in North America, as well as prominent providers in Asia and Europe, already offer modern routers to their customers. But consumers need more than just routers. A well-integrated smart home can enhance security, energy efficiency, entertainment, and health monitoring. Modern users expect a seamless connected experience on every device, at all times, and ISPs have a critical role to play in ensuring that every device and application gets sufficient network resources and protection.?

To provide new and enhanced ways of living to their customers, leading ISPs use AI tools to enhance their network visibility, device intelligence, and quality of service monitoring. These tools play an essential role in planning and managing network infrastructure, ensuring interoperability, load management, preventive customer care, and cybersecurity. ISPs have to continuously adapt to evolving consumer expectations and use cases to stay relevant in the near future.?

3. Behavioral Analysis for Network Management: A Game Changer

AI plays a role in network management by allowing ISPs to uncover data and insights that are unavailable through traditional means. For example, machine learning algorithms can analyze and detect threats, ranging from DDoS or botnet activity to phishing sites, in real-time to stop emerging threats much faster. AI can not only enhance security but also optimize performance and user experience through behavioral analysis. Leading ISPs are revolutionizing the way their customers can self-manage, personalize, and prioritize connectivity for their own needs and habits.?

Santeri Kangas , the CTO of CUJO AI? , explains: "With AI-driven behavioral analysis, we're entering an era where networks don't just connect us—they understand us. The power of behavioral analysis lies in its ability to turn data into insight and insight into action. ISPs can deliver a smarter, safer, and more seamless online experience, staying ahead of expectations."?

Some ISPs can already analyze, predict, and adjust to peak usage times in specific neighborhoods, ensuring smooth streaming during a popular show or efficient work-from-home conditions. The next step in personalization represents a paradigm shift in user experience, where the network intuitively responds to individual habits and preferences: a parent’s work video call automatically gets priority over a kid’s gaming session, background devices are moved to the lower bands, and the user gets tips for access point placement if they move a latency-sensitive device to an area with poor coverage.?

Verizon employs machine learning to analyze network traffic and user behavior, optimize network performance, and predict when and where the network might be strained. This ensures smoother experiences during high-demand periods and is a strong step towards providing better personalized connected experiences.?

Furthermore, when AI monitors network activities, it helps ISPs unearth better insights into potential security issues, active threats, and terms of service breaches.?

4. Privacy Protection Enhancements: Building Trust?

The regulatory landscape is constantly evolving, with new laws and standards emerging in response to the dynamic nature of cyber threats and privacy concerns. ISPs must navigate this complex terrain with agility, ensuring that their tools, policies and practices not only comply with current regulations but are also adaptable to future changes.??

This challenge is not solely technical but intrinsically linked to maintaining consumer trust and loyalty. As the world becomes more digitized, customers grow increasingly aware and concerned about their privacy. They seek transparency and assurance that their sensitive information is managed with the highest level of care. For ISPs, this means adopting a proactive stance on privacy, one that goes beyond mere compliance and seeks to build a culture of security that permeates every aspect of their operations.?

Companies like BT and Deutsche Telekom are evolving their data handling practices and adapting swiftly. BT champions user-centric privacy, offering a comprehensive hub and stringent adherence to privacy legislation, underscoring a commitment to transparency and customer empowerment. Similarly, Deutsche Telekom excels with pioneering privacy solutions and forthright reporting, advocating for rigorous data protection while prioritizing user safety. Together, they reflect the industry's broader dedication to protecting customer data and enhancing trust through continuous innovation and transparent practices.?

Chris Turner , the CPO at CUJO AI? , says: “Protecting consumer privacy is a promise of security and respect. It is a commitment that goes beyond compliance; It is a philosophy that starts with the design of the product and becomes embedded into the fabric of ISP operations. Privacy is at the core of our AI solutions. Safeguarding sensitive customer information is key to building and maintaining trust while delivering solutions with a high level of quality.”?

5. User Experience Optimization: The Heart of Service?

Due to the growing variety of smart devices and online services, broadband consumers and their internet use is becoming more complex and personalized. The baseline for what is considered a good connection is rising. It is no longer just about bandwidth, as leading providers set themselves apart by tailoring network performance and customer services to individual needs, exceeding customer expectations and setting new benchmarks for customer satisfaction. Here, investing in and adopting machine learning solutions is essential.?

AI contributes a lot to modern user experience optimization, as understanding a user’s behavior and preferences is integral to enhancing and personalizing the service. For instance, AI can adjust resources based on a user’s preference: the network can prioritize a professional game streamer’s connection in real-time for a seamless gaming and streaming experience. This level of personalization ensures that every user’s interaction is as efficient and enjoyable as possible, fostering a sense of individual care and attention by prioritizing network resources for critical tasks.?

Furthermore, modern AI-driven virtual assistants and chatbots will enhance customer service by providing immediate support around the clock. These AI systems can handle a multitude of inquiries simultaneously, reducing wait times and improving resolution rates. Verizon's introduction of AI-based customer service tools, like virtual assistants, to provide immediate and personalized support is an example of ISPs investing in technology to enhance the overall user experience.?

“The future of customer satisfaction lies in the ISP's ability to provide seamless, personalized experiences. ISPs that harness AI are already setting new benchmarks in service quality and redefining what it means to be customer-centric," says Ivar Beljaars , the SVP of Sales at CUJO AI? .

ISPs investing in AI and machine learning to tailor network performance and customer service to individual needs will set new standards in customer satisfaction and lead the market.?

6. Sustainable Technology Solutions: A Corporate Responsibility?

Embracing sustainable technology, as outlined by Gartner's Top Strategic Technology Trends for 2024, is not just good for the planet—it's good for business. Consumers are increasingly choosing services that demonstrate a commitment to reducing environmental impact. ISPs that integrate sustainability across their product offerings and network practices are positioned to meet this rising demand.??

For example, BT has a target to become a net-zero-carbon emissions business by 2031. The company is investing in various sustainable technologies and practices, such as electric vehicles for its fleet and renewable energy sources. Moreover, AT&T developed a Climate Change Analysis Tool to analyze the potential impact of climate change on its network infrastructure up to 30 years into the future, helping make more informed decisions about where and how to build more resilient and sustainable networks.?

By offering energy-efficient solutions and adopting sustainable technologies, ISPs can tap into a market segment that values and prioritizes eco-conscious choices, as well as have a positive impact on the planet. This approach aligns with Gartner's anticipation that sustainable technology will increasingly influence operational optimization, cost-efficiency, and customer-centric business models, making it an essential component for ISPs aiming to lead in a digitally evolving and environmentally conscious market.?

In Conclusion

As we move through 2024, these consumer trends provide a roadmap for ISPs aiming to deliver superior service and security. By embracing these trends, ISPs can meet and exceed consumer expectations, positioning themselves as leaders in a rapidly evolving digital landscape. CUJO AI remains committed to helping ISPs navigate these changes, offering cutting-edge solutions that ensure safety, reliability, and higher customer satisfaction.?