Slowly but surely broadband Internet is becoming cheaper and faster. Take for instance ADSL which in Europe is becoming very popular at the moment. This is no different from other Internet technologies in that it is improving in leaps and bounds.
So much so that it is becoming a commodity, meaning that low price is leading. In fact the competition now is killing, resulting in little differentiation (mostly speed) and droves of consumers who only buy because of the right advertisement at the right price at the right time.
In order to compete in such a fast-paced world, it is becoming increasignly evident that added services would (will) play a defining role in attracting (and keeping) customers.
We have an underlying transport medium that pretty much works, but in the near future we need advanced extras to push traffic and increase margins, get those extra customers to hop on our bandwagon and stay with us.
Think about mobile data, tv-on-demand, virtual private networks, mobile data, voice over ip, webhosting and other managed services.
Of course this will best be pursued via a balance between technology and customer driven strategies, selling tactics geared more heavily towards the customer needs and expectations.