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RESEARCH, ANALYSIS & TRENDS

ambitious entrepreneurs and start-ups can prosper, billion people over the next 10 years risks widening the
fostering innovation across industries. digital divide even more," said Guy Diedrich, SVP &
Global Innovation Officer. "As business leaders and
According to the World Bank, SMEs represent about technologists, we must help the rising tide of the digital
90% of businesses and more than 50% of employment age lift all ships; time is of the essence."
worldwide. In emerging markets, SMEs create seven
out of ten jobs. Broadband will therefore play a key role Data from the Cisco Broadband Index survey under-
in the growth and evolution of this core business cate- scores concerns regarding the digital divide: 65% of
gory. respondents say access to affordable and reliable
broadband will become a major issue for people, as
Security is vital connectivity becomes even more vital for access to job
and educational opportunities. More than half (58%)
Currently, to work-from-anywhere, employees need to say they were unable to access critical services such
connect to their company's networks and applications as online medical appointments, online education, so-
from outside the office, accessing private data across cial care and utility services during lockdown, due to an
multiple locations, through multiple devices, via public unreliable broadband connection.
and private networks. Workers are becoming increas-
ingly aware that safety and security, as well as speed Partnering for digital inclusion
and reliability, will be vital to the success of hybrid
working. More than half of people who work remotely The critical need for universal broadband presents a
(full time or hybrid) would pay more to ensure they big opportunity for governments and industries to work
have a safe broadband connection. together and take action:75% of respondents would like
to see governments accelerate plans to ensure high-
Bridging the digital divide speed and reliable internet is available to everyone.
Governments can establish broadband policies and
Beyond the business world, improving the quality of programs that encourage competition, drive internet
access to the internet has a far broader impact on the investments, and expand its reach. Employers can sup-
economy and society. Three out of four respondents port their workforce by adopting the right technology for
believe having access to fast and reliable internet is their hybrid work model. Service providers can partner
critical to future economic growth, and a well-educated with governments to develop programs that address
population. A similar share (78%) demands everyone to the needs of the unserved or underserved and adopt
be able to securely connect to fast and reliable internet, new ways of networking to power the 'Internet for the
regardless of location.
Future' that will meet demand. ◊
"As of today, more than 40% of the world still remains By MediaBUZZ
unconnected. The inability to connect those roughly 3.4

February 2022: Social Media & Influencer Marketing 11