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Irrespective of the breathtaking technical elegance and beauty of streaming media technology, the thing that will ultimately drive consumer adoption of the medium is compelling content. The higher the quality, the more innovative the interactivity, the more engaging the
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narrative, the better the medium will do. Content will not succeed if it merely repurposes flat-earth television programming. The most successful content will be that which makes the best use of the capabilities of streaming media technology. The content that matters is that which cannot be rendered adequately on any other medium or combination of media. To sell streaming media to a skeptical and jaded public, content will have to showcase streaming media technology in an exciting way. Content providers who grasp the unique characteristics of the medium will not only attract audiences to streaming media, but will also receive the best returns on their content creation investments. Online digital music sites showcasing unsigned artists are beginning to find this out.
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Streaming media is attractive, addictive, and powerful, with the capacity to deliver high-impact communications of unparalleled richness to a potentially global audience. Advertisers who burn as much bandwidth as possible to deliver their messages with streaming media will ultimately be inescapable. They will be noticed just because of the barrage of high-quality, high-bandwidth messages they put out using streaming media technology. This won t happen until bandwidth becomes more abundant, at much lower prices. When this occurs, as it undoubtedly will, those who burn the most bandwidth will reap the greatest amount of the public s attention and will consequently make the most money with the medium.
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Contrary to the prevailing view of the optical fiber communications industry, where companies are going bankrupt with alarming regularity and excess optical capacity is actually being dismantled when companies fail, we have demonstrated in this book that even though the telecommunications industry believes there is a bandwidth glut, the truth is that there is an appalling bandwidth shortage, when we consider the end-to-end path from streaming media server to individual consumers. The last-mile problem keeps many consumers from subscribing to all but the most meager connections. We have demonstrated that even with cable and DSL broadband, this amount of bandwidth to the home is at the bottom end of the range of usability, particularly when
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we consider the bandwidth requirements of home media gateways that must supply the entire household with streaming media on demand. While it could be argued that the copper infrastructure is already in place, this infrastructure is also relatively old and crumbling. Achieving faster and faster data transfer over twisted copper pairs is possible, but the expense of the equipment required to achieve this technical feat is not insignificant. The neck of the technology can be wrung, but the fact that this infrastructure was designed for an entirely different purpose must be faced. Optical fiber communications, by comparison, are potentially simpler and more reliable, and decreased costs of ownership for both the telecommunications supplier and the consumer should be possible. For this reason, I argue that optical network service providers hold the only viable technology for flawless streaming media delivery over wired networks, in the longer term. Only when the phone companies get over their fixation with dedicated switched voice circuits and create an infrastructure purpose-built for the delivery of vast amounts of data with assured quality-of-service will streaming media hit its stride. The only technology that can really provide superabundance of bandwidth with quality of service guarantees is optical networking. For this reason, I believe that ISPs that embrace optical technology, bringing it as close to individual subscribers as possible, will make the most money from streaming media. These companies stand to do at least as well as the incumbent telephone companies did when they had a virtual monopoly on voice communications.
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