Last week, I moved to a new Internet Service Provider (ISP). Nothing particularly unusual about that except that I had been with my old ISP, Demon, for nearly twenty years. That’s almost the whole of the my adult life and I’m sure it’s the longest customer relationship I’ve had. To be quite clear, I didn’t leave Demon as a dissatisfied customer and on the contrary, I would recommend them to anyone. So why did I leave?
To answer that, we’ll have to take a little trip down memory lane. Back in the early 90s, the 486DX2 was the CPU of choice, 8 MB was a lot of RAM, 120 MB hard drives were huge and dial-up modems were specialist items. JANET, the UK’s university network was the closest thing to the Internet, and it was email, ftp, telnet, Usenet and gopher. I imagine that some readers will be thinking, “gopher?” Never heard of that.
In 1992 and in an early example of crowdsourcing, Demon ISP was setup by persuading 200 people to pay in advance for a year’s dial-up access. I wasn’t part of that group but after publicity in the leading UK computer magazine at the time, Personal Computer World, I signed up for their £10 a month dial-up service. You had to buy your own modem in those days – no freebie wireless router – but it came with unlimited email addresses, 10 MB of ftp space and Usenet newsgroups.
Demon provided their own email package called Turnpike as this was all pre-Outlook, and a certain level of skill was needed just to get on-line. The connection software was a command line program called KA9Q that was originally amateur radio software. Winsock fortunately arrived shortly afterwards, which made life considerably easier with Windows 3.
One of the great things about Demon in the early days was that the support staff were technical folk too and quickly got the measure of the caller. If you said to them that you were having problems with DNS resolving, they’d understand that you had a reasonable grasp of the problem and work with you, rather than blindly follow the procedure written in the training manual.
Since then there have been many changes in the world of technology, not least the arrival of ADSL broadband, which single-handedly changed the web from geek toy to consumer product. In the end, two things conspired against Demon. The first was free web email such Gmail and Hotmail which meant that I no longer needed my ISP to provide me with an email address. The second was video-on-demand which had the twin impacts of volume and speed. My new ISP, Sky, offers twice the speed of Demon and no data caps for less money. Bit of a no brainer, as they say.
Demon provided a great technical service for geeks 20 years ago, but as the web has become a consumer product, the need for technical features such as ftp space has faded. All that is needed is the connection. The Internet has become a utility like water, gas and electricity, always there and always ready. No understanding of the technology is needed to use it, just as turning on a light doesn’t need knowledge of volts and amps.
I’ve no doubt that Demon has a successful future working with business but I think that the future of the independent ISP in the consumer space is bleak. People will choose consumer brands linked to utilities or telcos – Sky, BT, Virgin, Orange – and get one bill for multiple services at a reduced price…as I did.