IDC has pegged Voice over IP as having the highest growth potential of any new technology currently hitting the market. As small business and home users begin to become aware of the technology, they are showing huge interest in the both on premise implementation and hosted IP Centrex-style VoIP, says the researcher. While it may not surprise anybody already familiar with the VoIP market in Australia, the news released as part of an end-user study titled: Australia Broadband and IP Services Usage and Preferences: IDC 2006 Telecommunications Survey, confirms that the wider population is beginning to discover the benefits of IP Telephony. The study also looked at new technologies such as ADSL2, WiMAX/wireless broadband and IPSec VPN`s all of which showed market promise.Pride of place, though, was reserved for enterprise VoIP in all its flavours."Self-implemented/DIY IPT has the highest growth potential compared with other services," said Susana Vidal, Senior Analyst, Telecommunications at IDC who said the study found that 19 percent of companies are either planning to deploy VoIP or are currently evaluating it."This finding is in line with IDC`s Enterprise Telephony Equipment Tracker, which showed strong growth on IP PBX and IP phones from the vendor`s perspective," she said.The survey found that companies are now looking to advanced broadband services such as ADSL2/ADSL2+, wireless broadband and VPNs to boost worker productivity."Australian businesses are even savvier now regarding their broadband and IP services needs. They will not remain loyal to a specific Service Provider (SP) because of brand, but will choose among any new SP that can offer an adequate quality of service (QoS)/network, good customer service and easy billing at the right price," added Vidal.Interviews for the survey were conducted in March/April 2006 with decision makers from 250 companies of all sizes and vertical industries.