One bill has a bigger impact than people think. In our residential MTUs,
I've lost 30% of our MTU subscribers to triple play providers. The
residenmtial client base has very little loyalty over a 5 dollars savings. I
get the cancellation request AFTER they have transferred to their new
service. A common response is, "we loved your service and support, and the
Cable companies was horrible through the hole process, but they won my
business with a price I could not turn down." Learning after the fact of
their intent to cancel and that they were not aware that I also offered a
Double play that could offer near the same value proposition. I then try to
get them to switch back, as its no more of a hassle to cancel the service
they just installed than mine. I then offer them a better price than the
cable company does for the bundled services. Customer then responds, "but
the Cable company will let me have all the services on one bill", and it
just makes it easy. So my conclusion is they ahve a much higher value for
their time than they do for mine. They'll give up my high quality support to
save $5, but they won't take the time to write two checks and seal two
envelopes, to save the $5 that I offer them.
My point is consumers have a short memory, little loyalty, and modivated by
saving money. In order to keep residential business, it does need
consistent marketing to remind them you are there, and the services you
offer. What we learned the hard way is that we can't be just a broadband
provider, we also need to offer the other services, or our clients are
talking to our competitors for the other services that we don't offer,
attempting to steer them from using us for our core services also, without
me knowing it is even happening. We can be competitive and compete on
price, when we know that we need to. If we play in the residential markets,
we are all going to have to offer double or triple play. I don't want to be
a TV provider or a Phone company, But I don't have a choice. The market is
making me change my business model. I either join the current trends, or I
lose clients. The question is does an ISP only want to have the opportunity
to serve the underserved? I can keep customers with no other options all day
long, but thats a cowardly way to go about a business. I want to be able to
compete in served markets. I don't need to win everyones business, and I
don't need majority market share, I'm satisfied with my 1%. But I need to be
able to offer enough value to enough people to justify that percentage of
the population to chose me over the competition and choices they have. If
that can be done, my company has value, and survivabilty regardless of what
competition comes to town.
Tom DeReggi
RapidDSL & Wireless, Inc
IntAirNet- Fixed Wireless Broadband
----- Original Message -----
From: "Peter R." <[EMAIL PROTECTED]>
To: "WISPA General List" <wireless@wispa.org>
Sent: Wednesday, December 28, 2005 9:38 AM
Subject: Re: [WISPA] verizon fios pricing - Triple Play
If you are going to be Resi, then get a DISH or DTV distributorship and
sell them Your VoIP and your Internet and the DBS service. Won't be one
bill, but it can be one call.
Tom DeReggi wrote:
Verizon has been advertising FIOS hard in our markets to, but its been
over 6 month for some, since advertsied and no FIOS. FIOS is expensive to
buildout, and they need a certain number of pre-signed up subscribers to
do it. Its hard to convince people to get rif of their satelite and
cabled TV. There is security in not being locked down to a signle
provider for ALL services. I can see it now, someone gets behind on their
phone bill, and all a sudden the TV gets turned off, the broadband gets
turned off, and the PHONE.
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