Goodbye DSL, Hello HSI (High-Speed Internet)


	Goodbye DSL, Hello HSI (High-Speed Internet)

Elizabeth Woyke

12-18-2008 3:04 PM

1636 views

tags:

dsl, internet, verizon, marketing

Elizabeth Woyke says:

In this WSJ story about one of Verizon's CMO's retiring, I found this nugget telling: Verizon is substituting the term "high-speed Internet" for DSL in its marketing because it sounds zippier. (DSL stands for "Digital Subscriber Line" -- easy to understand, but not very exciting.)

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/2a746149-e70e-4a1d-9bb2-52ff6df6bf7a/686D9BF1-063F-4416-A421-ECD884ED7D0C/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://online.wsj.com/article/SB122962481730818905.html?mod=googlenews_wsj" href="http://online.wsj.com/article/SB122962481730818905.html?mod=googlenews_wsj" style="font-size: 11px;">online.wsj.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://online.wsj.com/article/SB122962481730818905.html?mod=googlenews_wsj"><P>Verizon's earnings, like those of rival <A class="companyRollover link11unvisited" href="http://online.wsj.com/public/quotes/main.html?type=djn&symbol=t">AT&T</A> Inc., continue to be driven mainly by growth in the company's wireless business. The landline unit has suffered as consumers continue to drop their home phone lines.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://online.wsj.com/article/SB122962481730818905.html?mod=googlenews_wsj"><P>The company is betting its landline future on broadband and TV services. The FiOS project has shown promise in the early going; Verizon has signed up 1.6 million video subscribers and 2.2 million high-speed Internet subscribers as of the third quarter.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://online.wsj.com/article/SB122962481730818905.html?mod=googlenews_wsj"><P>But FiOS still doesn't reach much of the country. Verizon's slower digital subscriber line, or DSL, broadband service is struggling to compete with faster cable connections. In the third quarter, Verizon lost 96,000 DSL connections.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://online.wsj.com/article/SB122962481730818905.html?mod=googlenews_wsj"><P>Verizon has begun to phase out the term "DSL" in its marketing, aware that many consumers now associate it with slower Web speeds. Even internally, employees are encouraged to use the term "HSI," or high-speed Internet, instead. Meanwhile, Verizon has been trying to boost DSL speeds.</P></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/686D9BF1-063F-4416-A421-ECD884ED7D0C/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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