Going offline

Yet, despite this potentially economy-transforming technology, there appears to be one significant drawback – insufficient families have signed up to the scheme so far and Digital Region Ltd cannot afford, at present, to extend the scheme to the rest of the county.

It would be disastrous if such an ambitious and forward-thinking scheme ended up as a white elephant. It must be hoped that the implementation of a proper marketing strategy can help to avoid this outcome – though it is clear that long-standing issues with BT must also be resolved.

Much of the public’s apparent apathy – which is in contrast to those businesses that have joined this internet revolution – is perhaps a reflection of these economic times, and growing confusion about the value of digital services.

As with household energy bills, there can be significant price differentials between rival suppliers, hence the need for this issue to be tackled from the perspective of consumers.

For, properly planned and costed, there is absolutely no reason why this venture should have such a low take-up rate, when broadband access is said to be so crucial to previously neglected communities having a chance to meet their economic potential.