It's Not About Speed—It's About Delivering Meaningful Innovation to Your Subscribers

Matt Collins

Executive Vice President of Commercial Operations and Chief Marketing Officer, Calix


I’m just going to say it. If you are marketing your brand on speed, you will fail. 

Don’t get me wrong—speed is great. We’re proud to see Calix customers are recognized amongst the fastest service providers in the United States. But to be clear, speed no longer gives you the edge. Competitors will always be able to offer faster connectivity at lower prices. What was once a differentiator has become table stakes. Lured by $100 billion in unprecedented funding for broadband buildout, Tier 1 players, cable companies, mobile players with 5G, and other fiber providers are entering your market. They are coming for your subscribers. Don’t get caught in a race to the bottom. 

So how can broadband service providers (BSPs) differentiate their brand and grow value? The answer is innovation. By anticipating your subscribers’ needs and being one step ahead of the competition, you position yourself as providing more than connectivity. Instead, your subscribers will love you because you are the BSP giving them everything they never knew they really wanted. 

Delivering Services—and Support—That Yield Loyalty for Life 

Your success is predicated on the ability to continue to innovate in meaningful ways for your subscribers. Push your innovation beyond the boring battle for speed by introducing new services your subscribers will love. In return, you will improve NPS by delighting and exciting your subscribers. 

All relationships can get stale, including the one you have with your subscribers. In a recent Calix webinar, Fred Reichheld, customer loyalty expert and creator of the Net Promoter Score® (NPS®), said BSPs who consistently surprise their customers with new innovations maintain a higher NPS that yields loyalty for life. These BSPs beat underperforming legacy operators because they measure the subscriber experience and deliver innovative services.

Beat the Competition and Delight Subscribers by Offering Innovative Managed Services

As BSP marketers, you can transform how your companies compete by leading with an exceptional experience based on services. At Calix, we set the stage for innovation with our Intelligent Access EDGE™ and Revenue EDGE™ platforms. And we continue to take the lead on innovative services with the introduction of Calix Smart Town Wi-Fi and Calix Small Business Solutions

The Calix managed services portfolio is all about giving BSPs the innovative services they need to stand out in the marketplace and surpass the competition. From home network security to parental controls, Calix managed services let BSPs give their subscribers critical services they need to protect their families, homes, and communities. And our stable of managed services will continue to grow—most recently with the addition of Bark social media monitoring and Servify Care™ device protection plans. 

Flex Your Marketing Might With Data, Analytics, and Agency-Quality Tools and Resources

We back this up by giving you everything you need to get to market quickly with an experience that will win subscribers’ hearts and minds. With Calix Marketing Cloud, you have the data and analytics to identify households benefiting from specific services. And through the award-winning Calix Market Activation program, you can access thousands of agency-quality materials, essential tools, and resources. We make it easy for even the smallest BSP marketing teams to roll out new services with high-impact campaigns that generate amazing ROI. At ConneXions, we’ll be unveiling even more thrilling and engaging marketing content as part of our partnership with comedy legend Gerry Dee—stay tuned! 

Join Us and Other BSP Marketing Leaders at ConneXions in Las Vegas 

Speaking of ConneXions—you will not want to miss it. It’s an unbelievably exciting time for BSPs—particularly marketing leaders. This year’s event is quickly shaping up to be our biggest ever. Join us— and your marketing peers—in Las Vegas to explore how you can be the champion for subscriber experience and transform your approach to marketing while building value for your organization and your community. 

Let us know how Calix can help you drive transformation in your business. Email me at or connect with me on LinkedIn.



October 15-18 2022 | Wynn Las Vegas

Registration is now open!

Are you ready? Join us and grow.


October 15-18 2022 | Wynn Las Vegas

Registration is now open!

Are you ready? Join us and grow.


At Centranet We Give ALL Our Subscribers Powerful yet Simple Home Network Security

Mark Prather

Simplicity is a strength. What do subscribers really want today? At Centranet, we say it’s security made simple.

You might have answered that question by saying, “What subscribers really want is blazing-fast speed.” That’s true. However, speed is table stakes today. Instead, broadband service providers must focus their marketing efforts on service and experience. We see simplicity as a strength.

Want To Delight Your Subscribers and Show You Care? Start by Asking What They Think

Todd Graden

Gone are the days when a broadband service provider (BSP) could win by offering fast connections at the lowest price. Today, many subscribers know they can choose their provider. In some markets, subscribers can pick from six or more BSPs—all of them fighting for their business. So how will you stand out from the competition?

How Can You Innovate? We Have Two Easy Answers: Bark and Servify

Stephen Eyre

Speed is no longer a differentiator for broadband service providers (BSPs). To win, BSPs need to deliver an exceptional subscriber experience—and managed services sit at the heart of that experience. That’s why we are building a growing partner ecosystem of Calix Revenue EDGE™ Suites.

Are You a Great Storyteller? Come to ConneXions and Find Out (and 4 Other Reasons Why You Should Attend)

Naylor Gray

ConneXions is almost here; if you haven't registered yet, here are five reasons you should. And if you have registered, then here are five things to get you excited for the best industry event of the year.


Thinking Beyond Speed and Dodging the Path to Commodification

 Terry O'Reilly 

When our kids were young, my wife and I tried to have a “date night” every Thursday.

Usually, that meant dinner and a movie.

Back then, that involved two locations: a restaurant, then a movie theater. A lot has changed since then.


We Asked and You Answered—Key Insights From Our Survey of Calix Customers

Naylor Gray

Over the past year, the broadband industry has faced a challenging landscape wrought with economic change. To meet those challenges, small-to-medium broadband service providers (BSPs) have re-examined their business strategies and identified new and unexpected challengers. To find out how BSP marketing teams planned to respond to these changes, Calix partnered with analyst Heavy Reading to survey marketing leaders at BSPs with fewer than 100,000 subscribers. The results comprise The Marketer and Broadband Service Provider report.

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