Provides an overview of a multi-client research project to understand drivers of demand for Broadband Internet in mid-size and smaller markets, including conjoint analysis to simulate demand of specific market offers

1. Understanding and Optimizing Broadband Growth
A Multi-client Research Program
October 2018

2. October 11, 2018 2
For mid-size and smaller operators, growth is slowing despite lower than average
penetrations
Growth and Penetration Challenge
6.7%
3.8%
2017 2018
47%
42%
30%
Tier 1
400K+
Tier 2
50K - 400K
Tier 3
Under 50K
Internet Subscriber Penetration By MSO Size
Q2 2018
Year/Year Internet Subscriber Growth for
Mid-Sized & Smaller Operators (<400K subs)
Q2 2018
Source: SNL Kagan; growth excludes acquisitions
Fundamental challenge: How do I optimize my broadband business to
continue delivering the necessary results?

3. October 11, 2018 3
❑ Marketing battles are driving ever faster speeds, but will ultra high speeds deliver
the desired share or ARPU lift?
❑ Usage continues to grow at ~40%/year, doubling every 2.5 years and on track for 1
TB of average monthly usage in 5 years. How can providers capture increasing
value for increasing usage?
❑ How can providers protect and grow share in the face of competitors using
technologies such as Fixed Wireless, FTTH, ‘Unlimited’ cellular data and others?
❑ How can providers use new capabilities like advanced Wi-Fi to move beyond
speed as the primary benefit?
❑ Does bundling with TV still matter and to whom?
❑ Where are the underserved market segments and what can operators do to
capitalize on them?
Key Issues For Broadband Providers Today
Operators recognize that business success relies on broadband success, but must
overcome challenges to optimize broadband results

4. October 11, 2018 4
Our approach uses a modular structure to ensure the baseline study is affordable, while
including an optional module with custom simulations for your competitive environment
Multi-Client Research Approach
Survey:
Usage, behavior, and
demographic questions +
choice-based conjoint
Focus Groups:
4 groups total in 2
markets
•2,500 nationwide
respondents
•500-1,000 respondents
for each client
representative of
footprint
•All clients receive
comparisons of footprint
to nationwide
respondents
• 2 markets – 1 less
competitive, 1
moderately competitive
•2 income groups per
market – 1 medium
income, 1 lower income
• 6-8 people per group
Demand Simulations:
Standard Market Scenarios
(US & footprint)
•Standard demand
simulations across
different possible offers,
comparing your footprint
to the US overall
•Optional additional
simulations customized
to address your specific
needs or questions
Deliverables
Report & private readout quantifying demand drivers
and behaviors along with results of simulations to
optimize broadband revenue growth
Focus group report
and raw video

5. October 11, 2018 5
The survey will be fielded in December and results will be available beginning in mid-
February
Timing & Next Steps
October November December January February
Web Survey
Design and
Development
Fielding
Analysis
Final Deliverables
PRELIMINARY TIMELINE
Milestones: Participation
commitment
Initial results
available
Focus Groups
For more details on research plans and pricing, contact
David Isenberg daisenberg@gmail.com 617-233-3436