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Sep 13, 2023
3 min

Your Product Offering Strategy Is the Key That Unlocks Meaningful Engagement

The broadband community is at a crossroads. Many broadband service providers (BSPs) are stuck in a race to the bottom.

Marketing leaders can help their organization rise above the commodification of the services they provide by focusing their marketing strategy on differentiators: the unique offerings no competitor can provide. Equally important is building a brand rooted in the community and subscriber experience. That is how you build product offering strategies and marketing campaigns that grow your business and delight your subscribers.


Building a Foundation for Success

What stands out when I meet with BSPs across the country is their commitment to community. You are deeply rooted in the areas you serve—often donating to local charities, hosting sporting events or even eSports tournaments, and priding yourselves on your local bona fides. 

Because you know your towns, you can offer the products that help them succeed. Calix customers are introducing residential services that address the needs of their modern subscribers. BSPs are matching their excellent, local customer service with managed services such as ProtectIQ, ExperienceIQ, Bark parental monitoring app, Servify hometech protection, and Arlo Secure wireless home security cameras to create bundles that are personalized to subscriber needs.   

Highline is an excellent example of this strategy. They’ve created the “Gamer Bundle” and “Working Warrior Bundle” which combine reliable, high-speed internet and managed services to speak to the specific lives of the subscriber.


Expand Into New Markets with Calix SmartBiz™

Now Calix is offering the same tailored solutions for your small business subscribers. Today, most service providers are stuck selling basic connectivity and speed to small businesses. Bespoke managed services are often too expensive for most businesses. But SmartBiz wifi solutions for small business allow you to create an offering that speaks directly to the needs of a small business.

Small businesses with 2–50 employees make up 99 percent of businesses across the country. With Calix SmartBiz, you can grow your business beyond residential services by providing solutions designed to help these small businesses thrive. A purpose-built solution, SmartBiz is unique in the market because it provides specific solutions and services to the small businesses that are the backbone of rural communities and that make up main streets across the country.

Managed services such as SmartBiz are the fuel that helps BSPs move beyond speed and price. Residential and small business subscribers want products that complement their online experience, protect them from the less desirable aspects of a connected life, and offer value beyond simple speed. 


What To Look Forward to at ConneXions

We are less than a month away from Calix’s ConneXions 2023. At this year’s event, we will concentrate on how marketers can lead the charge in building a local brand, creating differentiated product offerings, and executing data-driven marketing campaigns. 

Yes, the industry is at a crossroads, with the big players attempting to drag our community down to the lowest common denominator. But that means rural BSPs can push back and ultimately become shining examples of what broadband should be. That starts with products and services like SmartBiz that are purpose built for your neighborhood.  

Chief Commercial Operations Officer, Calix

Matt is the chief commercial operations officer (CCO) at Calix. He leads supply chain operations, demand management, commercial strategy and analytics, field operations, and global process transformation. Matt also leads the go-to-market team responsible for corporate, field, and product marketing, partner operations, and business development. Over his career, Matt has built and led marketing and strategy teams at Dun & Bradstreet, IBM, McKinsey, and Merck. Matt earned his MBA from Harvard University and a B.A. from Dartmouth College.

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