NCTC Leverages Calix Marketing Cloud to Drive Dramatic Increase in ARPU with No Infrastructure Investment

Author:
Publish date:
Social count:
0

PETALUMA, Calif.-- Calix, Inc. (NYSE:CALX), today announced NCTC, a local service provider in northern Tennessee and southern Kentucky, has seen unprecedented business success through the use of Calix Marketing Cloud (CMC). An early adopter of the Calix Cloud solution, NCTC has quickly realized the power of CMC through dramatically increased productivity across their marketing programs and campaigns. Even more impressive, NCTC has been able to leverage CMC to drive these results with no incremental infrastructure investment, allowing the enhanced revenue streams generated from increased service tier upgrades and higher marketing promotion take rates to go straight to the bottom line.

"We were one of the first service providers to utilize Calix Marketing Cloud, and we felt its impact quickly across our entire organization,” said Nancy White, CEO at NCTC. “Not only has CMC been instrumental in driving new revenues, but also it has driven new collaboration and skills within our teams, allowing customer support and marketing to come together to optimize our subscribers’ experience both through outbound campaigns and inbound interactions. With our Calix-powered fiber network in place, we have a powerful foundation to deliver a sensational subscriber experience, and with the addition of CMC, we have the tools to optimize that investment to ensure that our subscribers are getting the best experience from our world-class network.”

Within the first year of utilizing CMC, NCTC experienced more impressive marketing campaign results than ever before, including:

  • 15 percent increase in ARPU across all subscribers by optimizing marketing campaigns to match broadband needs of specific subscriber types
  • 42 percent increase in marketing promotion take rates by focusing campaigns on high-target subscriber segments
  • Broadband speed tier upgrades by approximately 30 percent of broadband subscribers by showcasing the elevated experience subscribers would receive by making the change

NCTC drove these impressive results by leveraging their existing fiber infrastructure and made no additional network investments. It is interesting to note that NCTC saw only a negligible increase in total traffic and also did not require any investments in expensive high-speed uplinks.

“NCTC is a shining example of how we have seen service providers progress along the maturity curve as they utilize Calix Marketing Cloud for marketing automation, subscriber journey analytics, and further segmentation efforts,” said Michael Weening, executive vice president of sales and marketing at Calix. “The success that NCTC has realized with increased ARPU and impressive take rates without requiring new network costs and investments is possible for all service providers through the marketing campaign refinement and organizational efficiencies enabled by CMC. As more and more Calix customers adopt CMC each and every day, we are eagerly anticipating the powerful results they will see in their businesses, just like NCTC.”

About Calix

Calix, Inc. (NYSE:CALX) pioneered Software Defined Access and cloud products focused on access networks and the subscriber. Its portfolio of Intelligent Access systems and software combines AXOS, the revolutionary platform for access, and EXOS, the experience OS, with Calix Cloud, innovative cloud products for network data analytics and subscriber experience assurance. Together, they enable communications service providers to transform their businesses and be the winning service providers of tomorrow. For more information, visit the Calix website at www.calix.com.

Related