June 19, 2020 by Greg Owens

Findings From New Consumer Research are Critical for Your Business

 

“Marketing is, without a doubt, a deep plunge into the study of human nature.”— Terry O’Reilly

Some of you might have seen Terry O’Reilly speak at ConneXions 2019, ConneXions 2018, or read one of his wonderful articles in recent issues of the Revenue EDGE Beacon. Personally, I have been a loyal consumer of his radio broadcasts (and books) for more than 15 years.

On his popular podcast ‘Under the Influence’ (currently in its ninth season on CBC Radio in Canada, nominated by iTunes as ‘Best New Podcast’ in 2011, and named one of the ‘Best Podcasts’ in 2015 and again in 2019), Mr. O’Reilly often talks about the importance of better understanding your customers using research tools such as surveys, focus groups, and test markets.

Taking Terry’s sage advice to heart, Calix recently partnered with Moor Insights & Strategy—a global technology analyst and advisory firm—to measure consumer perceptions about online security, privacy, and parental controls.

The results are fascinating; and critical for your business. Here are a few snippets:

  • Nearly three-quarters (72 percent) of the 1,294 respondents reported that they are interested in a home network security solution that is integrated into their home Wi-Fi gateway;
  • More than two-thirds (66.5 percent) are interested in a mobile app that can filter the types of content that comes into their home Wi-Fi network; and
  • Communications service providers (CSPs) enjoy a high level of trust when it comes to handling consumer’s personal data and are identified by most consumers as a top choice as providers of ‘home network security’ and ‘parental control’ solutions.

Using data to create value for your customers

We know that good data is critical as you bring new applications from the EDGE Suites—like CommandIQ™, ProtectIQ™, and ExperienceIQ™—to market. The results of this survey paint a clear picture. First, that CSPs have a unique opportunity to provide value-added services. Second, that consumers are interested in, and willing to pay for, home network security and parental control solutions.

Register for the June 24 webinar “The subscriber mindset: New study reveals opportunities for service providers” to hear more about this research from Mark Vena, senior analyst at Moor Insights & Strategy. Mark will share some of the survey results, reveal some insights, and discuss the broad implications for your business. We will also be posting a summary of the research in a new white paper (‘Security and Privacy Controls: An Unequivocal Requirement in Today’s Smart Home’), which you will be able to download for free, starting June 24.