Embracing Change - JuneContinuing with the theme of embracing new products and services, I’m keen to encourage resellers to take a fresh look at broadband opportunities.
While I've recently talked about pushing into emerging areas for the channel such as wholesale mobile and cloud computing, which may have previously seemed daunting, similar rules apply when it comes to broadband, where new products and services are creating opportunities in areas that may have previously been inaccessible.
A multi-service approach will always keep your customers closer to you, and with broadband, there is currently a great opportunity for a re-launch and renewed effort with new services such as Fibre to the Cabinet.
In addition, the introduction of BT’s premium care product creates another opportunity both in terms of up-sell into existing end users as well as relooking at opportunities where the previous broadband service levels seemed unfit for purpose. Compared with the standard care options that have been available in the wild since the launch of broadband in 2001, which have a 40 hour fix period, premium care now allows the customer to be back up and running in under 7 hours, 24/7.
Resellers need to be taking advantage of these new opportunities, particularly in the areas of FTTC and premium care where you are likely to have a run on your competitors over the next month or so. Look at ways where you can increase your broadband estate on the back of them and take up the support of your aggregator to realise these opportunities and protect your existing customer base whilst driving ARPU.
With FTTC availability on the increase, there is a great chance for resellers to work with their aggregator to carry out bulk checks on existing broadband customers and those who you perhaps supply lines or other services to, but not broadband currently, and work on joint marketing campaigns to specifically target those customers . At Daisy Wholesale, we’ve been working with our partners to wash CLIs for FTTC availability both from their broadband estate and their voice estate to deliver some really targeted marketing efforts.
Ultimately, Fibre to the Cabinet not only allows resellers to capture a share of the market that they may previously have been unable to access, but, with emerging technologies like this commanding a higher monthly rate, it will drive greater average revenues per user – all as a result of embracing change.