SAN JOSE, Callif. -- Calix on Thursday announced new innovations for Calix Marketing Cloud (CMC) that use the power of analytics to illuminate opportunities for business growth through insights into prospective subscribers' broadband needs.
With newly acquired subscriber profiles to learn from -- including a projection of their maximum revenue potential -- CMC allows service providers to more accurately plan their approach to engage new subscribers. More importantly, operators can now easily discover and reach the most ideal prospects based on existing subscriber insights. In turn, this focused, data-driven approach drastically reduces overall subscriber acquisition costs while opening up new revenue streams.
"Since we first implemented Calix Marketing Cloud, we have seen a tremendous response from our subscriber base and a 23% increase in revenue," said Candy Riem, vice president of marketing at a href=" https://jointhecrowd.teamfiber.com"target="new">Midwest Energy & Communications. "We can now use insights from our network to make more informed decisions, which improves both the subscriber experience and our business results. We're excited to use the new acquisition capabilities in CMC to push the boundaries of what is possible and drive new levels of success for MEC."
Discover trends in newly added subscribers to evaluate their current acquisition strategy
Identify maximum revenue potential per subscriber
Segment prospects based on existing subscriber intelligence
Visualize opportunities on attainable bandwidth heat map.
In addition, new revenue insights within CMC deliver a financial point of view to service providers that empower more informed upsell, retention and acquisition decisions. Clearly highlighting gaps in current and potential revenue allow operators to address many common business challenges, like calculating marketing ROI and justifying investments in marketing activities.
"We are very excited about these additions to Calix Marketing Cloud as they meet two important customer goals: Acquiring new subscribers and growing existing revenue. The first innovation in CMC allows marketers to better address the most expensive and difficult part of their role – acquisition. CMC provides the power of acquisition insights to every marketer, when and where they need it, transforming a very complicated task into one filled with insights and opportunities," said Shane Eleniak, Calix senior vice president of platforms.
"The second provides real-time insight into the opportunity gap between actual revenue per subscriber and the revenue each could generate if they bought all services at the top tier. That revenue opportunity gap is the highest ROI opportunity for marketing as it is a lot easier to upsell than acquire; every dollar of upsell is a dollar of pure profit," he added. "CMC allows customers to clearly see that profit opportunity. ...These latest innovations within Calix Marketing Cloud are another big step forward in enabling our customers to open new markets and grow ARPU."
Kirsten Rundberget, open strategy lead at Fujitsu Network, discusses the industry's advances — and challenges — in the complex yet beneficial area of open technologies, and why service providers should get involved, even if they don't yet plan to deploy.
Tune in to Broadband World News Radio on Thursday, November 1 at 8 a.m. PT, 11 a.m. ET, 3 p.m. UK as Ronan Kelly, CTO, EMEA & APAC Regions at ADTRAN, explores the five pillars of network integrity -- a topic he discussed during his recent Broadband World Forum keynote. Register now!
Fast, reliable broadband is essential to how we live, work and play today – and the upcoming arrival of 5G will only further increase demand and reliance on fiber infrastructure. Already viewed by consumers as intolerable, delays, outages or the regular maintenance difficulties associated with operating a network will become further exacerbated when residential subscribers further rely on connected devices for day-to-day life. Just as providers deploy network automation tools to reduce operational issues, they must take similar care to manage consumer expectations when they roll out fiber or new services. This webinar features leaders who will discuss how to manage marketing and consumer expectations at every stage of the network lifecycle. Marketing professionals, c-level executives and policymakers interested in drumming up fiber envy should attend.