Towards broadband targets on the EU Digital Agenda 2020: discussion on the demand side of broadband policy

Purpose – The purpose of this paper is to propose a guideline for the European Union (EU) to support high-speed broadband development based on economic frameworks and successful countries, Korea and Sweden. In the past decade, both policymakers and academic scholars have so far emphasised broadband policy mostly on the supply side. Increasing broadband adoption, nevertheless, is important for the EU to meet its Digital Agenda. Therefore, demand-side policy is also needed to stimulate high-speed broadband adoption in the EU. Design/methodology/approach – This paper applies frameworks of network externalities and the information and communications technology ecosystem to provide a better understanding of the relationship between supply- and demand-side policies. In addition, Korea and Sweden, which are two successful countries in high-speed broadband development particularly their demand-side policy, are chosen as a comparative case study. Findings – Both supply and demand sides are important to broadband policy to achieve the EU Digital Agenda 2020. It is also important for the policymakers to consider that demand-side policy should complement the implementation of supply-side policy, not substitute it. The demand side can be a great driver, especially with the development of content and applications for high-speed broadband. Originality/value – This paper fills the research gap on broadband policy on the demand side which is currently limited in comparison to the supply-side studies.