Bret Perkins Presentation - NATOA

Internet Essentials Overview
NATOA
“Serving the Unserved” Panel
September 23, 2011
Bret Perkins
Vice President, External and Government Affairs

Barriers to adoption
The FCC has identified lack of digital literacy, lack of relevance, and cost-related factors as
the primary barriers to adoption
45%
Barriers to Adoption
40%
35%
30%
25%
20%
15%
10%
5%
0%
Digital Literacy and Relevance Price of Broadband Service Computer Price
Internet Essentials was designed by Comcast with the FCC to address all of these barriers
Source: NTIA Exploring the Digital Nation: Home Broadband Internet Adoption in the United States 2010
http://www.ntia.doc.gov/report/2010/exploring-digital-nation-home-broadband-internet-adoption-united-states

Internet Essentials by Comcast
One of the first programs of its type to directly confront the digital divide by providing
affordable access to quality home Internet service, a discount-priced computer and training
to low income families
Our Commitment
For $9.95 per month*, participating families receive:
• XFINITY Internet Economy Tier Service
• Option to purchase a computer for under $149.99*
• Access to online, in print and in person digital literacy training
Benefits to
Participants
• There are no additional fees: no modem rental charges, no
deposit or activation fees
• Credit check is not required
• As XFINITY Internet customers, participants gain other benefits
at no extra charge, including Norton TM Security Suite, a $160
value
Internet Essentials will be available starting in the 2011-2012 school year
* Plus applicable taxes
3

Eligibility and availability
Comcast will accept new participants for at least three years, through the end of the 2013-
14 school year
A household is eligible to participate in Internet Essentials if it:
• Is located where Comcast offers Internet service;
• Has at least one child receiving free school lunches through the National School
Lunch Program (NSLP);
• Has not subscribed to Comcast Internet service within the last 90 days; and
• Does not have an overdue Comcast bill or unreturned equipment
Participating families will be able to benefit from Internet Essentials for the
entire life of their child’s pre K-12 education, as long as they remain eligible
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Verification and distribution
Potential participants will follow a simple verification and application process, providing
qualified customers with an easy to use Welcome Kit and easy to install equipment
Parent calls
800# on flyer
Eligibility is
verified
Welcome Kit
shipped
Equipment
received
Internet Essentials Application
Mailed to Customer
Welcome Kit
Shipped to Customer
Self-Install Kit
Shipped from Comcast
Computer
Equipment
• Parents call 800# on flyer
• Rep verifies
1. Free NSLP (verbal
check)
2. In Comcast footprint
3. No HSD in past 90 days
4. No collections activity
• Comcast rep enters order
• Application mailed to family
• Packet includes:
1. Instructions
2. Brochure
3. Application form
4. Postage-paid return
envelope
• Applicant Processed
Accepted (Welcome Kit)
Soft Deny
Hard Deny
• Welcome/Acceptance
letter
• On Boarding Details
• Learning Inserts
• Computer details –
Unique Coupon Code
• Standard D2
modem
• Ordered from 800#
• Shipped from
retailer
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Operations: Discounted computer Offer
The netbooks are small, portable computers great
for email, homework, sharing photos, job
searches, paying bills online, and more
• The Computing Device Instructions card
provides customers with their unique, singleuse
purchase code and expiration date
• After calling the Internet Essentials toll free
number, customers will be routed to a thirdparty
vendor partner for computer sales
• Typical delivery time is 5-8 days from order
placement, depending on customer location
• The computer vendors provide end-to-end
customer service including sales support,
technical support and warranty coverage
according to their standard policies

Digital Literacy Training
As part of Internet Essentials, Comcast has developed a comprehensive digital literacy
training program to help customers understand the relevance of the Internet and the many
ways the Internet can empower them
Printed
Learning Cards
• Customers provided with a set of printed Digital Literacy Training Learning
Cards when they receive their official Welcome Kit
• Topics include: how to install and activate your service, downloading Norton
Security Suite, avoiding online threats, safeguarding your family and protecting
your identity
Online Learning
Center & CBTs
• Nine computer based training modules (approximately 2-3 minutes in duration)
intended for the entire family to complete together
• Online Learning Center will provide Internet Essentials customers with online
access to additional Digital Literacy Training content, including: protecting your
family, protecting your computer, accessing everyday resources, and getting
additional training
In-Person
Training Sessions
• After attending Train-the-Trainer sessions, CBO partners will have qualified
trainers that are able to deliver In-Person Digital Literacy Training at their own
locations for Internet Essentials customers
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Printed Digital Literacy Training Materials
Comcast is providing customers with a set of Learning Cards as part of their Welcome Kit
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Online Digital Literacy Training
The Internet Essentials Learning Center incorporates online learning content and computer
based training modules
The Internet Essentials Learning Center will
provide online access to online Digital Literacy
Training content, including:
• Protecting your family
• Protecting your computer
• Accessing everyday resources
• Getting additional training
In addition, the Internet Essentials Learning Center will incorporate a series of computer
based training modules, with topics including:
• Phishing
• Cyberbullying
• Spam
• Identify Theft
• Spyware
• Strong Passwords
• Computer Viruses
• Social Networking and
Online Safety
• Data Backup
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In Person Digital Literacy Training
As part of Internet Essentials, Comcast has developed a comprehensive in person training
program to help customers understand the relevance of the Internet and the many ways the
Internet can empower them
How the Internet
Can Help You
The Internet can be a very useful tool if you know how and where to find
information. There are many online resources that can help families,
such as finding healthcare information and applying for a job. This topic
will help families get more out of the Internet and learn how it can help
with their everyday needs.
Protecting Your
Information on
the Internet
Protecting personal information should always be in the back of our
minds when we use the Internet. This topic provides some key facts that
can help protect families and keep their information secure.
Internet Safety
for Your Family
The Internet is a wonderful tool to do research, play games, and
communicate with family and friends, but there are risks. This topic will
provide helpful information about how families can stay safe while
browsing the Internet.
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In Person Digital Literacy Training Materials
Comcast is providing approved Training Partners with all the necessary materials to deliver
In Person Digital Literacy training in their local community
Internet Essentials Facilitator Guide
• Comprehensive guide for CBO trainers to use to
lead In Person Digital Literacy Training events in
their local community
• Includes step by step instructions for setting up
their location, delivering the training and
answering questions from students
• Will be reviewed with CBO trainers during Trainthe-Trainer
sessions
Internet Essentials PowerPoint Presentation
• Presentation to be reviewed with students during
In Person Digital Literacy Training event
• Will be projected on the screen during CBO
trainer led session for students to follow along
* Internet Essentials Training Partners may not customize this content or use it outside of this initiative
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Internet Essentials by Comcast is the largest and most ambitious comprehensive
broadband adoption experiment ever…
…And it is built around the most extensive outreach campaign ever implemented
focused on closing the digital divide.
This campaign touches not only parents and their children, but the entire community:
• Schools – public, private, charter and parochial
• Educators – teachers, principals and superintendents
• Community Centers – libraries, recreation center, etc.
• Government Officials – federal, state and local
• Ecumenical – churches, synagogues, mosques, etc.
• Community Based Organizations – national and local
“We're going to need the collective effort of everyone – parents, teachers,
business leaders – to create the digital learning experiences that will
prepare our children for success in the knowledge-based economy.”
-- Secretary of Education Arne Duncan*
*Source: Remarks at the State Educational Technology Directors Association Education Forum, November 2010
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Internet Essentials partner portal
Comcast has created an online portal (www.internetessentials.com/partners) where
educators and third-parties can go to learn how to spread the word
• The online partner portal has
an array of tools available to
help build awareness and
spread the word
• Partners can download or
order complimentary printed
materials to distribute in
schools, display in their
community, or share with
colleagues
• Materials available include
handouts, posters, newsletter
pieces, banner ads, videos,
talking points, reference guides
and more
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Superintendent Toolkit
Letter to
Superintendents
Key-Shaped Flash Drive
Content includes:
• DE Testimonial Video
• Link to
InternetEssentials.com
• Link to
InternetEssentials.com/
partner
School officials &
CBOs register on
the Internet
Essentials online
partner portal
Superintendent
Brochure
* School principals will receive a letter under
separate cover over the summer
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Principal Mailing
Over 33,500 principal mailers will be sent this week. Each mailing
contains the following pieces of materials, targeted for principals
and their schools:
• Addressed USPS Priority Mail Envelope
• Inner Envelope
• Cover Letter
• Brochure
• “Quick Tips” Card
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Internet Essentials CBO/Library/PTA Toolkit
Comcast will be providing partners with a turn-key toolkit that includes all the key materials
to promote Internet Essentials in their community or organization
• Frosted plastic briefcase w/ handle and latch closure
• 1 Bilingual cover letter
• 1 English Partner Program Guide
• 100 Bilingual flyers
• 100 Bilingual brochures
• 1 English brochure holder
• 4 Posters (2 English, 2 Spanish)
• 3 IE Pens
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Ways You Can Help
Register for information and order
materials at:
www.internetessentials.com
Host digital literacy training sessions
Spread the word about Internet
Essentials to your principals, teachers
and other community leaders
interested in closing the digital divide
using listservs, newsletters or making
information available in your office
Help us let families know about the
importance of the internet and
encourage them to get connected.
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