End-User Stickiness — An Opportunity for Broadband Providers

Creating End-User Stickiness An Opportunity for Broadband Providers

Customers want more, expect more and demand moreAnd this isn’t a bad thing for service providers. Meeting the needs of customers directly correlates to customer satisfaction. And a Satisfied customer doesn’t leave.•  A highly satisfied broadband subscriber is 46% LESS LIKELY to churn from current provider, where as a highly dissatisfied customer is 384% MORE LIKELY to leave their current provider.1 1. 2009 Parks Associates Rural Broadband Services and the Digital Home

Service Provider Strategic Considerations Customer Retention Customer Acquisition ARPU Growth

Value-Added ServicesEntertainment Lifestyle Premium Tech••  Community Portal •  Spam & Virus Support Protection • •  Clever Assist • •  Computer Protection • •  Total Tech • •  Online Backup • •  24x7 Support • •  Password Management • •  Archiving

SecurityCoverage – Partner for ANPI & for You Deb Dodson & Rocky Chipokas Partner Managers for SecurityCoverage

Market Research Indicates…Customers want •  Value-adds from their existing relationships •  World class support •  Issues solved instantly •  Issues solved on their schedule

Interest in Value-Added Services In a study conducted by Parks Associates, interest in value- added services was ranked in the following order. 1.  Premium technical support services 2.  Online file backup service 3.  Broadband home security service 4.  Anti-virus/Internet protection service 5.  Home monitoring service 6.  Extra warranties/replacement insurance for CE 7.  Premium entertainment services 8.  Residential gateway 9.  Parental control features SecurityCoverage currently offers five out of nine of these services. (Highlighted in blue)

Premium Support and Customer SatisfactionA 2010 study conducted by Parks Associates showed premium tech support improves customer satisfaction

Consumers See Value in Remote Services Premium Tech Support: What PC Support Services are Most Desired?$6.2B business (U.S.) (Among consumers who would consider using by 2014 professional tech support for a home computer problem) 2009 (n=2,063, ±2%) 2006 (n=727, ±4%)Telephone call center including remote diagnostics and 30% troubleshooting 23% Virtual repair on 28% the On-site/in-home service increase 34% 15% On-site and Telephone support (no remote capabilities) 12% in-home on the decline 9% Drop-off computer to a repair facility 18% 8% Purchase software 4% 3% Ship computer to repair facility 1% 0% 10% 20% 30% 40% Percentage (%)Sources: Managing the Digital Home: Installation and Support Services; Customer Support in the Digital Home© 2010 Parks Associates

Customer Lifecycle

Case Study #1•  Benefits of managed PC security platform –  Increased take rates through bundling the product with DSL   Raised average revenue per user for DSL –  Decreased tech support calls by close to 10% –  Customer satisfaction survey revealed better customer satisfaction rates since implementing managed PC security•  Lessons learned –  Bundling works –  Requires concerted marketing effort

Case Study #1

Case Study #2 •  Began using managed PC security platform in late 2007 –  The promotion was to launch the SecureIT product and continue to drive take rates on SecureIT Plus •  Offered 30 days free for SecureIT –  Promotion ran the months of June and July –  Promotion campaign included   Mass e-mail announcement   Newspaper ads   Bill inserts   Flyers

Case Study #2 Monthly SecureIT Additions June brought in 149 licenses; 79 SecureIT and 70 SecureIT Plus. The prior 90-day average on the SecureIT Plus was 42! “We are quite pleased with the success of our promotion. This campaign drove our SecureIT licenses by more than tripling our 90-day average take rate of 42. The new SecureIT base offering was a major factor and reached a market segment we had not touched before and tripled our overall sales rates.”

Case Study #3•  Madison concerns/issues –  Knowledge/experience - Vendor had trouble keeping up with their growth and expanding services –  Lack of visibility - Madison had no real-time visibility to cases and call reporting was poor –  Timing/transition impact – Madison was not proactively looking to make a change and was concerned about freeing up resources on their end to assist•  How it looks today with SecurityCoverage –  Daily detailed call reporting and real-time access to cases via the Partner Portal –  Committed management team that delivers on what they promise: 83% service level, 43 second average speed of answer with < 5% abandons projected to date –  Transition went smoothly; the technical team understood their business with little investment to get them started –  Enhanced service; customers have noticed a change (for the better)! 15

Case Study #4•  Dynamic local and national news content helped drive traffic to their Web site•  Created prime advertising space –  For their products and services –  For their bundles and value adds –  Other local businesses looking for quality ad placement –  Created pages for each of their core products•  Complete customer care all within the framework of their Web site“The SecurityCoverage Customer Portal (Premium Portal) has allowed us to provide our users with the exact content we have been looking to provide. The transition from our previous site was an easy process and the staff at SecurityCoverage was instrumental in helping us with a smooth implementation.” Mike Chavez, IT Department; Volcano Communications 16

With Everything Else Going On….How do you say YES to solving these customerissues?•  Say “YES” through partnering with ANPI & SecurityCoverage –  No start-up costs –  No ongoing costs –  A new revenue stream for what was out of scope –  Offer solutions to your customers’ problems

Products and Services Web-based products and services, designed to drive revenue and promote customer loyalty. Fully managed Internet security software made simple Virtual “Geek Squad-like” services from the comfort of home Simple, secure and automatic online data backup Provide remote desktop assistance to your customers with no infrastructure needed 24x7x365 support for all your subscriber support needs Your company’s one-stop personalized homepage for the ultimate customer experience Convenient and secure password management

Concluding Thoughts•  Broadband services alone are highly commoditized.•  Selling Faster for Less is a race to the bottom•  Majority of consumers don’t know their broadband speeds. 1•  Focus on value-added services, bundles that combine these services with your core services.•  Satisfied customers don’t leave•  ARPU, ARPU, ARPU 1. 2009 Parks Associates Rural Broadband Services and the Digital Home

Parting Gifts for Attendees1.  Recording of this webinar available for download2.  The opportunity to register for product-specific demos with access to revenue models for products bundles3.  Easy link to Parks Associates white paper that was the inspiration for this webinar.

Questions? marketing@anpisolutions.com

End-User Stickiness — An Opportunity for Broadband Providers

by ANPI

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