FROM THE INDUSTRY
This includes services for small businesses currently leveraging enterprise offerings that may not meet their unique needs. Altnets made the investment to pull fibre into areas that are made up of homes, businesses and communities. To maximise the return on investment, every possible endpoint should be connected to that infrastructure to increase network penetration and revenue. Altnets don’t need to spend millions of dollars on advertising to achieve success either, emphasises Bloch. For example, the Calix platform provides a content marketing toolkit that includes award- winning marketing content with more than
5,000 pieces of digital content that can be branded with the broadband service provider’s logo and colour scheme to help them drive successful campaigns. Bloch underscored the changing landscape and opportunities it provides for altnets, likening it to his company’s own journey over the past two decades. “Calix has evolved from a network- first focus to a more holistic approach that places value-added services and persona-based marketing at the forefront of the subscriber experience,” he says. “We are committed to this win- win strategy that will help altnets drive acquisition, growth and retention.”
Going Beyond Connectivity To Exceed Subscriber Expectations Instead, successful altnets making a splash in the market are customising the in-home subscriber experience by offering value-added services coupled with a persona mindset. That means appealing to consumers based on what they care about. And it seems that subscribers are willing to pay for this level of personalisation. According to an Omdia Digital Consumer Insights Survey, subscribers in the United Kingdom said they would pay extra for: n Work-from-home service and plans (55%) n Cybersecurity options (51%) n Advanced Wi-Fi management capabilities (45%) n Tech support for all connected devices (43%) n Prioritised video streaming (40%) n A better gaming experience (35%) A unified broadband platform, such as Calix Cloud, that enables you to partner with known entities to deliver third- party, value-added services and grow your business is key, says Bloch. “Your platform must deliver the capabilities you need to sustain service delivery, keep operating costs at bay, and engage with subscribers to attract, retain, and nurture these relationships.”
*Source: Ofcom report UKRN: Moving Forward Together – Performance Scorecards 2021.
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Volume 46 No.1 March 2024
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