How do we take the fiber optic topic “out of the hardware store”? For fiber optic expansion to succeed, it needs sufficient demand from potential customers. However, without a true “killer app” that everyone wants and that only works with a real fiber optic connection, communicating the added value of fiber optics remains a challenge for now. Fiber optic expansion is often still communicated as an infrastructure and construction issue, rather than being presented as a desirable digital product that evokes emotions.

In order to move forward together, BREKO member companies regularly exchange information about which communicative approaches are already working well, where there is still the greatest need for clarification and which challenges require a support from the public sector can be useful from the public sector – i.e. local authorities, federal states and the federal government: