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Apr 30, 2024
4 min

Live Your Purpose With SmartLife

Smiling coworkers using Smartlife services on a laptop

Purpose is the secret ingredient to a fulfilling career. It’s what makes you leap out of bed in the morning and feel inspired. Having spent my entire career in broadband, I feel lucky to have found purpose in my chosen industry. Early on, I realized I wasn’t just selling connectivity. I was helping grandparents stay in touch with distant relatives, helping small businesses flourish, and, day by day, growing the communities where I lived and worked.


Prior to Calix, I spent many years at Hiawatha Broadband Communications, bringing life-changing fiber internet to rural Minnesotans. With Calix, I saw the opportunity to make an even bigger impact. We are helping BSPs (broadband service providers) around the world transform their communities with broadband and managed services. 


Why All BSPs Should Seize the SmartLife Opportunity 

As trusted BSPs, you have strong ties to your communities. You are living your mission to improve residents’ lives and increase economic vitality. You also share an unwavering commitment to subscriber satisfaction—your subscribers are your family, friends, and neighbors. Tier 1 providers will always be circling, trying to win over your subscribers on price, but it’s the unique value you bring to people every day that sets you apart. You’re invested in creating smart, safe, and equitable communities, now and into the future. This is why I believe Calix SmartLife™ revolutionizes the game for BSPs. 

With SmartLife, you are not only increasing subscriber satisfaction. You are differentiating your brand and building new revenue streams. SmartLife does this in three ways: 

  1. You can create offerings for the market segments most important to your community, be they residential subscribers, businesses, or the entire community. 
  2. SmartLife allows you to increase profitability and diversify your revenue streams by entering multiple new markets.  
  3. Because SmartLife is all one family and powered by the Calix Cloud, you can streamline operations and simplify the way you work.  


How SmartLife Changes Everything 

SmartLife is a breakthrough family of managed services designed to extend amazing broadband experiences to all aspects of our lives. Created by an experienced team of ex-BSP marketers for BSP marketers, SmartLife provides everything your subscribers need to thrive, whether at home, at work, in school, or out and about in the community.

Calix SmartHome™ allows you to tailor exceptional broadband experiences for residential subscribers. Calix SmartBiz™ delivers a sophisticated small business productivity solution made simple. Calix SmartTown™ extends reliable managed Wi-Fi beyond the front door. Together, they provide everything you need to offer a ubiquitous Wi-Fi experience that supports secure connected lifestyles, empowers local businesses, elevates education, and enables first responders. SmartLife positions you to solve subscribers’ problems—aligning a broad portfolio of managed services with individual needs.

How BSP Marketers Can Deliver the SmartLife Vision

Embracing SmartLife requires a rethink of traditional BSP marketing. Successful BSP marketers know that competing on speed or price is no longer enough. To win the hearts and minds of subscribers, you must differentiate your brand by delivering an exceptional subscriber experience. As that experience evolves, so must your go-to-market strategy. These three steps will get you started:

  1. Transform your offering strategies: With SmartLife, you can develop differentiated offerings built around the unique needs of subscriber segments such as families, professionals working from home, and small business owners. Demonstrating you understand their unique pain points leads to increased acquisition, improved take rates, and higher average revenue per user (ARPU)

  2. Drive higher levels of engagement: Engagement isn’t about pushing products or executing marketing tactics. It’s about consistently showing subscribers you understand them and are committed to making their lives better. Calix Engagement Cloud makes it easy for you to strengthen engagement. You can personalize the individual subscriber experience, creating offers that anticipate subscribers’ wants and needs. And you can communicate your value at every step of the journey, with relevant messages delivered via subscribers’ preferred channels. 

  3. Strive for continuous improvement: Tracking quantitative and qualitative data can give you valuable insights into subscriber behavior, preferences, and pain points. Many BSPs are taking advantage of Business Insight Services to analyze their subscriber experience and satisfaction measures and develop actionable strategies to improve subscriber loyalty. 

SmartLife is the culmination of over a billion dollars of investment in the Calix platform and will fundamentally change how BSPs grow value for their communities. Broadband is a transformative force that has shaped how we live today. SmartLife represents the next phase of this transformation—a once-in-a-generation opportunity to positively impact the future of your communities through amazing experiences for everyone, everywhere.


To learn how SmartLife can transform your offering strategy, download our latest eBook, “The Definitive Guide to Subscriber Experience".


Director, Solutions Marketing Residential and Community WiFi, Calix

Candice Mayberry Storsveen is passionate about bridging the digital divide and delivering world-class connectivity to communities large and small. She brings more than 17 years of telecommunications experience to her role at Calix as the director of solutions marketing - residential and community wi-fi. Her expertise in strategic planning, data-analytics, and business development helps BSPs bring innovative broadband solutions to life.

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