October 1, 2022 by Matt Collins

Delivering Meaningful Innovation to Your Subscribers Is the Best Kind of Marketing


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 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 matt.collins@calix.com or connect with me on LinkedIn.