At Connected Britain 2025, Sonya Goodanetz, Senior Marketing Product Manager at Incognito Software Systems, explained that fibre speed alone no longer wins customer loyalty. Operators increasingly differentiate themselves by bundling value-added services (VAS) that deliver tangible benefits across security, performance, and new digital use cases.
She highlighted cybersecurity offerings and traffic prioritisation for services such as cloud gaming as two of the most promising growth areas for ARPU. The message was clear: customers are seeking a holistic experience, not just a faster pipe.
With the latest platform updates, deploying VAS at scale has become faster and more cost-effective. Rather than running device tests across countless makes and models for months or years, providers can now push apps to residential gateways for immediate value delivery.
Goodanetz emphasised that ISPs should extend beyond traditional broadband roles to explore new verticals, notably consumer IoT within the connected home. The opportunity lies in turning home networks into ecosystems that support security, automation, and service differentiation.
Her remarks underscore a broader industry shift: success now depends on end-to-end quality of experience and the ability to rapidly adapt to evolving customer needs. The full interview offers deeper insights into how agility and VAS are shaping the next generation of broadband services.
