Original article Total Telecom:Read More
Interview
At Connected Britain 2025, we caught up with Incognito Software Systems’ Sonya Goodanetz to discuss how speed alone is no longer enough for consumers
“Customers don’t buy technology. They buy products and services. You’ve got fibre and you’ve got speed – now what?”
Far from a rhetorical question, this is a major challenge facing ISPs in the UK, where strong competition is leaving providers struggling to attract and retain customers.
Speaking at Connected Britain 2025, Incognito Software Systems’ Senior Marketing Product Manager Sonya Goodanetz highlighted the rapid growth of value-added services (VAS) boosting average revenue per user (ARPU).
“We’re seeing a lot of competitive differentiation strategies, especially around value-added services,” she explained, highlighting cybersecurity offerings and traffic prioritisation for services like cloud gaming, as key areas for growth. “It’s about end-to-end quality of experience.”
Thanks to the latest technology, implementing VAS at scale is now quicker and easier than ever.
“Previously you’d put an agent on a device, test every make and model, and push it to market. By then, a year has passed and you’re starting all over again,” she explained. “The game has changed now. Being able to deploy apps onto residential gateways immediately delivers these value-added services.”
It’s imperative, Goodanetz says, that ISPs go beyond being “just a pipe” and gain a foothold into new verticals, whether that is healthcare or consumer IoT within the connected home.
Check out our full interview below:
Keep up to date with all the latest telecoms news with the Total Telecom newsletter
Also in the news
Connected Britain Award winners 2025 announced!
Netomnia announces ‘powerful and ambitious’ rebrand ahead of Connected Britain
VodafoneThree drops Samsung, relies on Nokia and Ericsson for £2bn network upgrade