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By Annie Stroud & Calum Cameron | November 19, 2024
Photo: Participant at digital literacy session run by Wave 7 Communications and Community of Hope Center in Enfield, North Carolina
Digital equity is about ensuring everyone has the tools and skills needed to fully participate in today’s society. This starts with connectivity, but doesn’t end there. The fastest broadband in the world means little if people are unable to use it. True digital equity means knocking down the barriers to adoption, including affordability, device access, and digital literacy.
Too often, this work is viewed as the responsibility of nonprofits, libraries, and community groups. But internet service providers (ISPs) also have a crucial role to play—not just as a ‘nice-to-do’ but as a smart business strategy.
At the West Virginia Broadband Summit last month, Generation West Virginia’s Broadband team had the opportunity to discuss digital equity with ISP leaders from across the state. As the BEAD application process progresses, it is becoming clearer that investing in adoption isn’t just the right thing to do—it’s a strategy for long-term business growth. Here’s why:
Strengthening the subscriber base
Every person who hits an adoption barrier is a lost potential customer, making digital equity initiatives a smart move for ISPs to grow their market. By helping people access the skills, devices, and connectivity they need, ISPs can bring in new customers, increase retention, and encourage upgrades to higher-tier services.
Reducing customer acquisition and support costs
Digital literacy programs can also reduce costs related to acquisition and technical support by enabling customers to better navigate services, set up equipment, and troubleshoot issues on their own.
Helping develop a strong local workforce
Investing in digital equity benefits entire communities, creating stronger local economies and a more skilled workforce. Better connectivity benefits businesses, schools, and government services, fueling economic growth. For ISPs, this means a larger, more digitally skilled talent pool, ensuring a robust workforce pipeline over the long term.
Ways to engage
Digital equity initiatives take many forms. Some of the most effective strategies include:
Low-Cost Service Plans
Offering affordable service plans for quality service to eligible customers can grow subscribers and meet regulatory requirements. By partnering with local organizations, ISPs can make these plans widely accessible to those who need them most.
In the City of Pharr, Texas, the city-owned network has created truly affordable options, starting at 500 Mbps symmetrical for just $25. And a partnership with the school district provided free gigabit service for households with school-aged children.
For more examples of affordable offerings, check out the National Digital Inclusion Alliance’s (NDIA) honor role of low-cost plans.
Public Wi-Fi Access
Partnering with community centers or libraries to provide free public Wi-Fi can help drive demand for internet services. This not only creates new market opportunities but also positions ISPs as integral community players.
In Enfield, North Carolina, family-run ISP Wave 7 Communications partnered with the local library to launch a Wifi access point providing free internet access to residents. Establishing this presence in the heart of the community helped Wave 7 spread word of their low-cost service and strengthen their positive reputation in the town.
Digital Literacy Support
Funding digital literacy programs or offering free digital skills training through community partnerships is a win-win. ISPs get valuable marketing exposure, build stronger relationships with customers, and see increased retention rates as users get the most from their subscriptions.
In Cleveland, Ohio DigitalC partnered with the Cleveland Clinic to launch a free computer literacy course for seniors to build skills and confidence to browse the web and stay connected with family online. DigitalC also has an online portal with self-serve tools for community members to develop a range of digital skills.
Device Access Programs
Ensuring that underserved communities have access to affordable or donated devices is crucial for digital adoption. By offering recycling or refurbishing services, ISPs can lower customer acquisition costs while boosting retention and lifetime customer value.
The Affordable Connectivity Program previously provided subsidies for connected devices. With that funding gone, innovative partnerships between ISPs, public service organizations, and others are needed to find sustainable funding for devices. Connect Humanity is actively exploring new funding mechanisms.
Community engagement
ISPs that host planning sessions with community leaders and residents can gather valuable feedback to optimize their services. Involving the community in decision-making builds trust and drives higher subscription rates.
How an ISP can get started
Get to know the communities you serve/want to serve
Connecting with local nonprofits and service organizations can be a great way to learn what digital equity efforts are most needed. Community leaders are often keenly aware of the adoption barriers their residents face and may be able to share insights on challenges beyond network infrastructure.
Support existing efforts
See if there are any local organizations like libraries or non-profits already working with the residents you want to engage. Many of these already have local trust and may be willing to join forces on efforts around affordability, digital skills, or device distribution.
Know your state’s digital equity plan
State Broadband Digital Equity plans typically have info about existing digital efforts and local organizations doing the work. This is a great place to start, giving ISPs a solid baseline of partners state-wide to consider reaching out to.
Don’t forget local digital equity plans
Many counties or municipalities have developed local digital equity plans and projects. For example, with support from Connect Humanity’s Appalachia Digital Accelerator, Generation West Virginia has developed Digital Equity Plans in 18 counties in coordination with small but mighty steering committees committed to advancing digital inclusion.
By engaging with community partners and existing efforts, ISPs can align digital equity efforts with service rollout, providing residents with the skills and support needed to benefit from broadband service and become long-time customers.
Making digital equity a priority
Whether through low-cost plans, digital skills programs, or device access initiatives, digital equity efforts pay off. By investing in these initiatives, ISPs create lasting change in the communities they serve and drive their own growth in our increasingly connected world. The message is simple: building a more inclusive digital future isn’t just a community benefit—it’s a business imperative that positions ISPs for long-term success.
To learn more, explore this two-pager created for Generation West Virginia’s Digital Equity ISP workshops.
Annie Stroud is Broadband Program Director at Generation West Virginia and a partner on Connect Humanity’s Appalachia Digital Accelerator. Calum Cameron is Connect Humanity Communications Manager.