Mstar Our mission is to become the leading provider of  converged IP services
<ul><li>Mstar is currently delivering the most advanced IP services, including: </li></ul><ul><ul><li>Ultra high-speed, sy...
Mstar Milestones <ul><li>Serving more than 12,000 households and businesses over fiber </li></ul><ul><li>Adding between 25...
<ul><li>Tremonton </li></ul><ul><li>Brigham City </li></ul><ul><li>Perry </li></ul><ul><li>Layton </li></ul><ul><li>Center...
iProvo <ul><li>Similar to UTOPIA only a single city </li></ul><ul><li>Both projects are active Ethernet networks </li></ul...
United States Broadband Rankings  by Year of the top sixteen economies in the world <ul><ul><li>2001 4 th </li></ul></ul><...
Speed Comparison Fiber-optic Technology in Perspective Mathematically correct comparison of dial-up and DSL/Cable
Fiber-optic Technology in Perspective   Dial-up and DSL compared to 100 Mbps and 1 Gig connections
 
Basic requirement  for creating a converged IP experience
Stages leading up to a converged IP experience Stage 1: Bundling Bundling: Different infrastructures, different, formats, ...
Stages leading up to a converged IP experience Stage 2: Single Company Bundle Examples: Comcast, Cox, Other MSO’s
What is a converged IP experience? All communication services are delivered over  one infrastructure, one protocol, one bill
Advantages <ul><li>We are operating a “true” IP triple-play </li></ul><ul><ul><li>Internet, telephone and IP video service...
Unique Data Offering <ul><li>Residential offering of 15-50 Mbps symmetrical bandwidth </li></ul><ul><ul><li>As low as $34....
Unique Phone Offering <ul><li>Telephone service </li></ul><ul><ul><li>Low in price / rich in features </li></ul></ul><ul><...
Unique Video Offering <ul><li>IPTV Service </li></ul><ul><ul><li>Building a strong library of VOD content including </li><...
Management Team <ul><li>Ben Gould, President and CEO </li></ul><ul><ul><li>17 years technology business experience </li></...
<ul><li>“ The purpose of business is to get and keep customers” </li></ul><ul><li>Theodore Levitt, The Marketing Imaginati...
Components that go in to providing retail services Customer Experience Technology & Licenses Brand Sales & Marketing Produ...
The customer experience defines what our brand means Technology & Licenses Brand Sales & Marketing Products & Services Leg...
Now we have fiber – what next? Some of the core obstacles include <ul><li>Communicating the value of superior bandwidth </...
Biggest issues in rolling out retail services over fiber <ul><li>A competent network manager/operator </li></ul><ul><ul><l...
Biggest issues in rolling out retail services over fiber <ul><li>Creating the proper customer experience </li></ul><ul><ul...
Customer Relations
Support Decision Tree Support tools we have created Following are screen shots of the support decision tree.  The support ...
Support Knowledge Base Support tools we have created The knowledge base provides information for support reps to dissemina...
Training <ul><li>We have implemented a training program and continue to add curriculum </li></ul><ul><li>We have training ...
Measurement & Tracking Tools Reducing response time to unresolved customer issues (open tickets)
Result from the tools <ul><li>Better quality support </li></ul><ul><li>Lower hold times </li></ul><ul><li>More efficient s...
Improvements <ul><li>Today </li></ul><ul><ul><li>We complete 90% of our installs on the first visit – lack of completion i...
Beyond customer satisfaction <ul><li>Services are passive in nature – as a result </li></ul><ul><ul><li>You know when they...
Going beyond customer satisfaction Awareness Consideration Preference Purchase Loyalty Introduction First Date Engagement ...
What is the brand? <ul><li>It isn’t an icon, mark or name. Instead it is an emotional reaction to those things. </li></ul>...
Putting the brand in context <ul><li>Brand is the permission </li></ul><ul><li>Technology is the execution of that permiss...
Marketing Communications <ul><li>Price, Product, Promotion and Place </li></ul><ul><li>Public Relations and Community Outr...
Public Relations <ul><li>Fill the empty spaces </li></ul><ul><li>High-tech PR is all about the customer </li></ul><ul><li>...
Community Relations <ul><li>High School Sponsorships </li></ul><ul><li>Teacher discounts </li></ul><ul><li>Civic involveme...
Acquisition-related Marketing <ul><li>Marketing is about multiple exposures </li></ul><ul><li>Reach and Frequency </li></u...
Don’t forget to sell! <ul><li>Sales conversion rates of 75 percent </li></ul><ul><li>Door to door sales </li></ul><ul><li>...
Direct mail
Memorable and Persuasive  Direct Response
Seasonal Offers and Upgrades
Seasonal Ads
Collateral Materials for Base Management <ul><li>Mstar Welcome Kit </li></ul><ul><li>Channel Guide </li></ul><ul><li>Quick...
Community Involvement
Installer Vehicle Wraps
Local Community Relations
What’s coming next? <ul><li>We have 30 additional services in R&D right now including: </li></ul><ul><li>Visual communicat...
Attracting a service provider <ul><li>Have great network management: </li></ul><ul><li>No one blames the network – they bl...
Q&A <ul><li>Matt Clayton </li></ul><ul><li>Director, Marketing </li></ul><ul><li>[email_address] </li></ul>
Mstar The country’s leading provider of converged IP services  delivered over fiber-to-the-premise (FTTP) networks
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Matt Clayton Marketing Broadband

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Matt Clayton from MStar gave this presentation on Considering the Business: Successful Marketing at Blandin Foundations Annual Broadband Conference 2007.

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Matt Clayton Marketing Broadband

  1. 1. Mstar Our mission is to become the leading provider of converged IP services
  2. 2. <ul><li>Mstar is currently delivering the most advanced IP services, including: </li></ul><ul><ul><li>Ultra high-speed, symmetrical, Internet (speeds available up to 100 Mbps) </li></ul></ul><ul><ul><li>Managed VOIP telephone service </li></ul></ul><ul><ul><li>IPTV - digital, high definition ready television with no atmospheric interference </li></ul></ul><ul><ul><li>Poised to bring these and other services into a converged experience </li></ul></ul>Mstar is the leading provider of services on two of the country’s most advanced fiber-to-the-premise (FTTX) networks in the world UTOPIA and iProvo
  3. 3. Mstar Milestones <ul><li>Serving more than 12,000 households and businesses over fiber </li></ul><ul><li>Adding between 250 and 550 new subscribers every month </li></ul><ul><li>Secured the first complete set of IPTV licenses in the country (ABC, NBC, FOX, Disney, ESPN, HBO, Lifetime, etc.) </li></ul>
  4. 4. <ul><li>Tremonton </li></ul><ul><li>Brigham City </li></ul><ul><li>Perry </li></ul><ul><li>Layton </li></ul><ul><li>Centerville </li></ul><ul><li>West Valley City </li></ul>UTOPIA (Utah Telecommunication Open Infrastructure Agency) <ul><li>Murray </li></ul><ul><li>Midvale </li></ul><ul><li>Riverton </li></ul><ul><li>Cedar Hills </li></ul><ul><li>Lindon </li></ul><ul><li>Orem </li></ul><ul><li>Payson </li></ul><ul><li>Cedar City </li></ul><ul><li>The largest fiber access network in the U.S. </li></ul><ul><li>170,000 potential subscribers </li></ul><ul><li>14 founding member cities </li></ul>
  5. 5. iProvo <ul><li>Similar to UTOPIA only a single city </li></ul><ul><li>Both projects are active Ethernet networks </li></ul><ul><li>Mstar is actively involved in trying to employ PacketFront Layer3 architecture and technology </li></ul>
  6. 6. United States Broadband Rankings by Year of the top sixteen economies in the world <ul><ul><li>2001 4 th </li></ul></ul><ul><ul><li>2002 7 th </li></ul></ul><ul><ul><li>2003 11 th </li></ul></ul><ul><ul><li>2004 13 th </li></ul></ul><ul><ul><li>2005 16 th </li></ul></ul><ul><li>2005 Rankings </li></ul><ul><li>Korea </li></ul><ul><li>HK, China </li></ul><ul><li>Netherlands </li></ul><ul><li>Denmark </li></ul><ul><li>Canada </li></ul><ul><li>Switzerland </li></ul><ul><li>Taiwan, China </li></ul><ul><li>Belgium </li></ul><ul><li>Iceland </li></ul><ul><li>Sweden </li></ul><ul><li>Norway </li></ul><ul><li>Israel </li></ul><ul><li>Japan </li></ul><ul><li>Finland </li></ul><ul><li>Singapore </li></ul><ul><li>USA </li></ul>Source: International Telecommunications Union (ITU), Annual Surveys
  7. 7. Speed Comparison Fiber-optic Technology in Perspective Mathematically correct comparison of dial-up and DSL/Cable
  8. 8. Fiber-optic Technology in Perspective Dial-up and DSL compared to 100 Mbps and 1 Gig connections
  9. 10. Basic requirement for creating a converged IP experience
  10. 11. Stages leading up to a converged IP experience Stage 1: Bundling Bundling: Different infrastructures, different, formats, different companies Example: Qwest with Direct TV
  11. 12. Stages leading up to a converged IP experience Stage 2: Single Company Bundle Examples: Comcast, Cox, Other MSO’s
  12. 13. What is a converged IP experience? All communication services are delivered over one infrastructure, one protocol, one bill
  13. 14. Advantages <ul><li>We are operating a “true” IP triple-play </li></ul><ul><ul><li>Internet, telephone and IP video services over local fiber networks </li></ul></ul><ul><ul><li>Possibly the only “legal” IP triple-play service in the country </li></ul></ul><ul><ul><li>NCTC Relationship </li></ul></ul><ul><li>Service Quality </li></ul><ul><ul><li>We have spent the past 14 months learning how to provide services </li></ul></ul><ul><ul><li>We have a head-start in the market </li></ul></ul><ul><ul><li>Only known service provider looking to leverage Layer 3 Architecture </li></ul></ul><ul><ul><li>We are poised to create a true converged IP experience </li></ul></ul><ul><li>Implemented all other elements necessary for delivery of services including support and billing; </li></ul>
  14. 15. Unique Data Offering <ul><li>Residential offering of 15-50 Mbps symmetrical bandwidth </li></ul><ul><ul><li>As low as $34.95 per month </li></ul></ul>
  15. 16. Unique Phone Offering <ul><li>Telephone service </li></ul><ul><ul><li>Low in price / rich in features </li></ul></ul><ul><ul><ul><li>Voice activated services </li></ul></ul></ul><ul><ul><ul><li>Call filtering </li></ul></ul></ul><ul><ul><ul><li>Directory </li></ul></ul></ul><ul><ul><ul><li>Broadcast capabilities </li></ul></ul></ul><ul><ul><ul><li>Low-cost long distance (unlimited or 4 cents per minute) </li></ul></ul></ul><ul><li>Data and phone service bundle is as low as $49.95 </li></ul>
  16. 17. Unique Video Offering <ul><li>IPTV Service </li></ul><ul><ul><li>Building a strong library of VOD content including </li></ul></ul><ul><ul><ul><li>Free content (movies, kids, karaoke) </li></ul></ul></ul><ul><ul><ul><li>Instructional services </li></ul></ul></ul><ul><ul><ul><li>Community content </li></ul></ul></ul><ul><ul><li>Rolling out HD and DVR </li></ul></ul><ul><ul><li>Rolling out LiVN Mstar channel </li></ul></ul><ul><ul><li>Putting in place the ability for consumers to become producers </li></ul></ul><ul><li>Triple play as low as $79.95 / higher end packages range from $104 on up </li></ul>
  17. 18. Management Team <ul><li>Ben Gould, President and CEO </li></ul><ul><ul><li>17 years technology business experience </li></ul></ul><ul><ul><li>Executive positions at Apollo Health Technologies, DynamicCity, iLumin, Novell, & WordPerfect </li></ul></ul><ul><ul><li>Strong marketing background – oversaw effort to gain political and public support for UTOPIA </li></ul></ul><ul><li>Steve Russo, Chief Financial Officer </li></ul><ul><ul><li>19 years technology business experience </li></ul></ul><ul><ul><li>CFO of 2 publicly traded technology firms </li></ul></ul><ul><ul><li>Involved in multiple M&A transactions </li></ul></ul><ul><li>Kirk Tanner, Chief Operating Officer </li></ul><ul><ul><li>20+ years consumer and technology marketing experience </li></ul></ul><ul><ul><li>Strong background in market development, consumer and technology brand creation, customer satisfaction </li></ul></ul><ul><ul><li>Experience includes large agency work, Novell, Wicat, Softsolutions, Aradyme </li></ul></ul><ul><li>Tim Brown, Chief Technology Officer </li></ul><ul><ul><li>18 years telecommunications and information technology experience </li></ul></ul><ul><ul><li>Strong background in strategic business planning, technical architecture, implementation, operations management for broadband services, mobile data products and data networks </li></ul></ul>
  18. 19. <ul><li>“ The purpose of business is to get and keep customers” </li></ul><ul><li>Theodore Levitt, The Marketing Imagination </li></ul>
  19. 20. Components that go in to providing retail services Customer Experience Technology & Licenses Brand Sales & Marketing Products & Services Legal Finance Personnel & Culture Operations (Network & Internal)
  20. 21. The customer experience defines what our brand means Technology & Licenses Brand Sales & Marketing Products & Services Legal Finance Personnel Operations (Network & Internal)
  21. 22. Now we have fiber – what next? Some of the core obstacles include <ul><li>Communicating the value of superior bandwidth </li></ul><ul><li>Working through the “bugs” </li></ul><ul><li>Creating the ability to quickly adapt to market forces </li></ul><ul><li>Creating in-house competence </li></ul><ul><li>Competition </li></ul>
  22. 23. Biggest issues in rolling out retail services over fiber <ul><li>A competent network manager/operator </li></ul><ul><ul><li>Next to the customer, PacketFront, UTOPIA and iProvo are our most important business relationships </li></ul></ul>
  23. 24. Biggest issues in rolling out retail services over fiber <ul><li>Creating the proper customer experience </li></ul><ul><ul><li>In-house, 24 x 7 support </li></ul></ul><ul><ul><li>Unique offerings </li></ul></ul><ul><ul><li>Creating customers who are “married” to our brand </li></ul></ul>
  24. 25. Customer Relations
  25. 26. Support Decision Tree Support tools we have created Following are screen shots of the support decision tree. The support decision tree allows customer service reps to query for answers to problems and obtain information from either a database or a knowledge base. The information is continually updated.
  26. 27. Support Knowledge Base Support tools we have created The knowledge base provides information for support reps to disseminate solutions to our customers Following are screen shots of the knowledge base
  27. 28. Training <ul><li>We have implemented a training program and continue to add curriculum </li></ul><ul><li>We have training weekly – customer support, billing and other personnel are cross trained reducing: </li></ul><ul><ul><li>The number of personnel needed </li></ul></ul><ul><ul><li>The hold times a customer has to wait </li></ul></ul><ul><ul><li>The number of times a customer needs to be transferred </li></ul></ul>
  28. 29. Measurement & Tracking Tools Reducing response time to unresolved customer issues (open tickets)
  29. 30. Result from the tools <ul><li>Better quality support </li></ul><ul><li>Lower hold times </li></ul><ul><li>More efficient staffing by hour </li></ul><ul><li>Key metrics allow us to make course corrections in a more timely manner </li></ul>
  30. 31. Improvements <ul><li>Today </li></ul><ul><ul><li>We complete 90% of our installs on the first visit – lack of completion is usually due to customers not showing up or UTOPIA / iProvo delays </li></ul></ul><ul><ul><li>We complete all of our residential installs with one two-man crew. One skilled laborer, one not. </li></ul></ul><ul><ul><li>Our schedule on the residential installs stays down to two weeks </li></ul></ul><ul><ul><li>Billing is initiated within 24 hours </li></ul></ul><ul><ul><li>We have created an integrated system between order management, sales, customer support and billing </li></ul></ul>
  31. 32. Beyond customer satisfaction <ul><li>Services are passive in nature – as a result </li></ul><ul><ul><li>You know when they are dissatisfied </li></ul></ul><ul><ul><li>No one knows when they are satisfied </li></ul></ul><ul><ul><li>Customers have to be loyal to help your business </li></ul></ul>
  32. 33. Going beyond customer satisfaction Awareness Consideration Preference Purchase Loyalty Introduction First Date Engagement Courtship Marriage
  33. 34. What is the brand? <ul><li>It isn’t an icon, mark or name. Instead it is an emotional reaction to those things. </li></ul><ul><li>A brand is like an instant rolodex file </li></ul><ul><li>All factors contributing to the overall customer experience impact the brand. </li></ul>
  34. 35. Putting the brand in context <ul><li>Brand is the permission </li></ul><ul><li>Technology is the execution of that permission </li></ul>Awareness Consideration Preference Purchase Loyalty Introduction First Date Engagement Courtship Marriage
  35. 36. Marketing Communications <ul><li>Price, Product, Promotion and Place </li></ul><ul><li>Public Relations and Community Outreach fall under Promotion </li></ul><ul><li>Acquisition Marketing and Base Management </li></ul>
  36. 37. Public Relations <ul><li>Fill the empty spaces </li></ul><ul><li>High-tech PR is all about the customer </li></ul><ul><li>Capitalize on being the local provider </li></ul><ul><li>Mix coverage in both horizontal and vertical media channels </li></ul><ul><li>Monitor national news and tie into larger stories </li></ul><ul><li>Reality is 90 percent perception </li></ul>
  37. 38. Community Relations <ul><li>High School Sponsorships </li></ul><ul><li>Teacher discounts </li></ul><ul><li>Civic involvement (Chamber of Commerce) </li></ul><ul><li>Supporting the Arts (libraries and parks) </li></ul><ul><li>Booths at local events (parades, fairs) </li></ul>
  38. 39. Acquisition-related Marketing <ul><li>Marketing is about multiple exposures </li></ul><ul><li>Reach and Frequency </li></ul><ul><li>Targeted Direct Response </li></ul><ul><li>Sell the value (always value before price) </li></ul><ul><li>Pinpoint and exploit your real consumer benefit </li></ul><ul><li>All campaigns need three things (excitement, news/info, call to action) </li></ul><ul><li>Be Creative </li></ul><ul><li>Tie all marketing efforts back into revenue </li></ul>
  39. 40. Don’t forget to sell! <ul><li>Sales conversion rates of 75 percent </li></ul><ul><li>Door to door sales </li></ul><ul><li>Lawn signs </li></ul><ul><li>Referral program </li></ul><ul><li>A proven service provider can do all of these things </li></ul>
  40. 41. Direct mail
  41. 42. Memorable and Persuasive Direct Response
  42. 43. Seasonal Offers and Upgrades
  43. 44. Seasonal Ads
  44. 45. Collateral Materials for Base Management <ul><li>Mstar Welcome Kit </li></ul><ul><li>Channel Guide </li></ul><ul><li>Quick Start Guide </li></ul><ul><li>Telephone Star Codes </li></ul><ul><li>Frequently Asked Questions </li></ul><ul><li>Vouchers and Coupons </li></ul>
  45. 46. Community Involvement
  46. 47. Installer Vehicle Wraps
  47. 48. Local Community Relations
  48. 49. What’s coming next? <ul><li>We have 30 additional services in R&D right now including: </li></ul><ul><li>Visual communications </li></ul><ul><li>Telemedicine </li></ul><ul><li>Home security and surveillance </li></ul><ul><li>Community content </li></ul><ul><li>Mstar sponsored community hot-spots </li></ul>
  49. 50. Attracting a service provider <ul><li>Have great network management: </li></ul><ul><li>No one blames the network – they blame the service provider </li></ul><ul><li>Create a level playing field </li></ul><ul><li>Let the market forces work (momentum over inertia) </li></ul><ul><li>Be flexible </li></ul>
  50. 51. Q&A <ul><li>Matt Clayton </li></ul><ul><li>Director, Marketing </li></ul><ul><li>[email_address] </li></ul>
  51. 52. Mstar The country’s leading provider of converged IP services delivered over fiber-to-the-premise (FTTP) networks

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