Broadband isn’t about speed anymore – it’s about safety

Rachael Simpson

It used to be about who had the fastest fibre. Now, the competitive edge lies in something deeper: trust, safety, and peace of mind. Today’s subscribers – whether families, remote workers or small businesses – aren’t just comparing Mbps. They’re asking: who’s protecting me online?

Telcos are uniquely positioned to lead this shift.

What’s covered in this article:

• Why consumers are demanding online safety from their broadband provider
• Key stats that show how threats are evolving and where they’re hitting
• The telco advantage: how to embed protection at the network level
• Examples of how telcos can bundle, position, and monetise security
• Actionable steps for product and commercial leaders

Why consumers are demanding online safety from their broadband provider

Cyber threats don’t discriminate. Households, students, and SMBs are all fair game – and the risks are rising. Parents worry about what their kids are exposed to online. SMBs face ransomware, phishing, and DDoS attacks with no in-house security team. Remote workers and digital nomads often connect from unsecured environments – coffee shops, co-working spaces, airport lounges.

It’s no longer enough to deliver fast internet. Customers want to know their broadband connection is also a shield.

Omdia research shows that:

• 82% of broadband subscribers with children say they would pay extra for whole-home cybersecurity
• 50% of consumers see their telco as the preferred provider of that security

The demand is real. And it’s growing.

Key stats that show how threats are evolving and where they’re hitting

The numbers are hard to ignore:

• 43% of cyberattacks now target small businesses (Verizon DBIR)
• 60% of SMBs fail within 6 months of a cyberattack (U.S. National Cyber Security Alliance)
• 75% of cyberattacks target the router (ICSA Labs)

Phishing, spoofed websites, and malware are increasingly mobile-based

This isn’t just a “tech issue.” It’s a product, customer experience, and revenue issue.

The telco advantage: how to embed protection at the network level

Unlike OTT apps or bolt-on antivirus, telcos can offer something others can’t: security embedded in the network, close to the edge. With AI-driven threat detection running directly on the router, telcos can protect every device in the home or office – without asking users to install anything.

That includes:

• IoT devices (doorbells, cameras, smart TVs)
• Mobiles and laptops
• Guest devices on the network

This edge-first model also gives telcos deeper visibility and proactive risk detection, enabling them to improve QoE while securing their customers.

Examples of how telcos can bundle, position, and monetise security

Security is no longer a value-add. It’s a value-driver. Forward-thinking operators are:

• Bundling cybersecurity into premium fibre or 5G plans
• Positioning it as a parental control and safety tool for families
• Offering off-net protection for remote workers and mobile-first users
• Creating SMB packages that offer simplified protection for digital businesses
• Using threat insights to drive proactive customer support and reduce churn

Security builds trust. Trust builds retention. Retention builds revenue.

Actionable steps for product and commercial leaders

Here’s how telco teams can lead the charge:

• Start with your customer segments – Understand where the need is highest (e.g. families, micro-businesses, remote-first users)
• Audit your CPE capabilities – Can you enable router-level threat detection?
• Use AI to your advantage – Consider how behavioural threat detection can reduce support tickets and improve NPS
• Frame the proposition around protection, not tech – People buy peace of mind, not DPI or ML
• Move fast on off-net – As people move across home, work and mobile networks, protection must follow

Cybersecurity is no longer an add-on. It’s the core of digital trust. And telcos are in the perfect position to lead.

Want to explore how this could work for your network or customer segments? Contact us to start the conversation.