Some years ago, The Economist developed an informal metric for determining whether currencies were overvalued or undervalued based on purchasing power. They looked at the price of a McDonald’s Big Mac in the target country currency as compared to the price in the U.S. This “Big Mac Index” works on a theory that currencies should converge on the cost of a standardized basket of goods, and Big Macs are an internationally standardized product using pretty standard food goods available locally, which makes them the ideal metric for comparison over time. (Let us set aside for the moment various tweaks for low wages.)
As explained by The Economist:”Burgernomics was never intended as a precise gauge of currency misalignment, merely a tool to make exchange-rate theory more digestible. Yet the Big Mac index has become a global standard, included in several economic textbooks and the subject of at least 20 academic studies.”
I thought of this when reading this piece by Jon Brodkin on the decline over time of several major broadband providers in the monthly Netflix Rankings. As reported extremely well and in great depth by Stacey Higginbotham at GigaOm (see here, here and here) and others (see, for example, this long and good piece by Jon Brodkin), a lot of factors go into how well or how poorly your ISP performs — particularly on high-bandwidth applications like video. With no standards by which to judge performance and with variability a factor over time, how can the consumer tell if its really worth it to shell out big bucks for top-tier speeds on your ISP when the video you want may still behave unreliably?
Then it occurred to me that the monthly ranking by Netflix of how well its service works on the major ISPs may work as the new Broadband Burgernomics. As I explain below, performance over time allows people to compare relative ISP performance (both the ISP’s performance over time and its comparative performance to competitors – if you are lucky enough to live in a market with good competitors). As with currencies, make a rough estimate as to whether or not the ISP’s speed and performance claims are ‘overvalued’ (i.e., the speed tier purchased does not deliver to the consumer a consistent experience the consumer would expect for the stated speed), accurate, or ‘undervalued’ (i.e., the speed tier purchased delivers to the consumer an experience better than what the consumer would expect based on the stated speed.)
I want to stress this doesn’t tell us whether the ISP is doing anything illegal or immoral. It doesn’t tell us anything about blocking or throttling. It also doesn’t tell us whose “fault” it is that performance drops — at least not for month-to-month variations. But, as I explain below, using the same logic as “Burgernomics,” the “Netflix Rankings” index, taken over time, should provide a reasonable rough indicator for consumers as to whether or not their ISP can make that higher speed tier worth the money for the upgrade, and a possible indicator to policymakers and investors about deeper changes in the market.
Before all you carriers and the usual suspects who go apoplectic on the subject of ISP performance metrics and the various policy issues freak out, read my full reasoning below . . .
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