Many paths to broadband reality

How many times have you been in a bar that seemed to be much more fun--or much less fun--for the selection of music available on the jukebox? Not everyone is such a music connoisseur that they grade bars on the basis of the jukebox, but I bet you can remember the last time you were in bar and a song came on that was so dreadful, it made you ask, "Who programs the music in this dive?"

Ecast is trying to reduce the likelihood those kinds of comments will ever be made again. The Sunnyvale, Calif. company markets jukeboxes enabled with broadband connections that allow bar patrons to download their music selections from an Internet-based library of more than 10,000 songs, rather than the giant flipbook of CD jackets in most traditional jukeboxes (though some people would scoff at the idea that a "traditional" jukebox contains CDs).

In addition to the broadband connection into the jukebox, the Ecast jukeboxes also are equipped with Wi-Fi access points that allow the bars to offer their patrons Wi-Fi service, and also allow the jukebox to be placed just about anywhere inside the bar.

What Ecast is doing is a great example of putting broadband networks to work, but that might not be the most interesting aspect of this application for the broadband carrier community. Worth noting is that Ecast has not tried to standardize on one or two specific types of broadband connections. Though many of its connections are via cable modem, it has not chosen sides in the war between cable modems and DSL, and it also buys broadband access of virtually every other type, including satellite and broadband wireless.

Since there are no broadband carriers that have every market served, Ecast really couldn't have one provider for the 1600 bars and other venues across the nation in which its jukeboxes reside. But that's also an advantage, because not every kind of environment or location is viable for a cable modem connection or any other type of broadband line.

Harris Interactive announced a poll last week that suggested about 44% of adult online users now have residential broadband service. As broadband becomes as dominant as we always hoped it would be, it also is becoming very clear that no one access technology or network operator will dominate. Many broadband technologies could flourish, and users certainly will be the ones to win.

E-mail me at doshea@primediabusiness.com.