A guide for CSPs to pivot GTM strategy in 2022
The communications sector has been in flux for years, but the pandemic accelerated its evolution. Today, Communications Services Providers (CSPs) face a confluence of challenges including changing consumer behaviors, growing competition, and an exploding number of bandwidth-heavy smart home devices their WiFi services must contend with.
As with many industries, COVID-19 proved disruptive for the communications sector—including an explosion of new devices and types of content.
Pandemic pandemonium for the comms sector
Service positioning
WiFi connectivity
53
47
50% of broadband customers had 4 or more OTT streaming subscriptions in 2021
The average number of devices connected to Plume-powered networks has grown more than 2X since December 2015
In 2021, over-the-top (OTT) streaming content reached more than 76% of US homes with WiFi, a leap up from 68% the year before
Plume’s expertise
Based on Plume’s experience working with our CSP partners, the full guide shares insights on creating a winning GTM strategy to help your business ride the industry shift at your own pace.
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Most CSPs know they need to pivot away from a hardware-based service offering. But how to roll out new services to customers? CSPs must adapt their go-to-market (GTM) strategy based on their unique priorities and business models.
In a recent whitepaper, we outlined a guide for CSPs creating a GTM strategy.
%
50
2X
Some leading CSPs now get more than 50% of their revenue from non-connectivity related services
50
The average had 25 devices per household, compared to 11 pre-pandemic
25
38% of surveyed consumers said they had more connected home devices and more types of devices post-pandemic
38
Three types of mindsets among CSPs
CSPs know they need a new approach—and new offerings. The first step to developing a GTM strategy for delivering new products is to understand the mindset that’s driving decisions.
Plume has found most CSPs fall into one of these three categories:
Emphasis on innovation.
Visionaries
Three main KPIs
Priorities include customer experience (CX) and network performance.
Pragmatists
Three main KPIs
Most concerned with costs
and expenditures.
Conservatives
Two main KPIs
• New revenue streams
• New captured markets
• NPS
• Churn rates
• Market share
• Call-in rates
• Truck-roll rates
• Churn rates
Plume also uncovered four main components of a GTM strategy:
Four components of CSP GTM strategy
The overarching “marketing message”—
Plume has found that 53% of CSPs emphasize WiFi connectivity, while 47% emphasize smart home services.
Smart home services
The decision to roll out a new service to an entire customer base or just a segment.
Often broken down into add-on services, going all-in, or a hybrid approach—49% of CSPs opt for add-on, 17% include for all-in, and 34% take a hybrid tack.
Customer-base coverage
All-on
17
Add-on
49
34
Hybrid tack
Can customers use an existing gateway device or will they need to add another?
Customer premises device (CPE) strategy
Offering customers a service fee or a hardware-lease fee.
Pricing strategy
Service fee
Hardware-lease fee
%
%
%
%
%
The modern market requires agility and flexibility. Here are a few considerations for CSPs looking to move away from a hardware-based model:
Sources:
1. ”2021 State of OTT,” Comscore, September 2021
2. ”AI-Enabled Data: Key to Video Service Optimization,” Park Associates, December 2021
3. Plume IQ, Feb 2022
4. ”How the pandemic has stress-tested the crowded digital home,” Deloitte, 2021
5. ”Build it and they will embrace it,” Deloitte, 2019
6. ”Megatrends in Telecommunication,” Nokia, 2019
7. 38 of Plume’s CSP partners in NAM and EU were included in this study
8. 194 of Plume’s CSP partners in NAM and EU were included in this study
9. ”Total Cost of Ownership Study,” Plume, 26 March 2020
Plume has experience working with more than 275 CSPs.
On average, Plume’s partner CSPs experience a 51% decline in customer calls, 30% lower churn rates, and a 200% boost in ROI.
Plume has a vast set of dedicated resources to support partners’ transition and service launches, from delivery and marketing to training and customer success.
76
%
%
%
76
50
38
50
1
2
3
7
6
4, 5
4
9
8
%
%
The average number of devices connected to Plume-powered networks has grown more than 2X since December 2015
50% of broadband customers had 4 or more OTT streaming subscriptions in 2021
%
In 2021, over-the-top (OTT) streaming content reached more than 76% of US homes with WiFi, a leap up from 68% the year before
Download the guide