WISPAPALOOZA 2019 Show Daily Day 3

2 6 WISPA PALOOZA SHOW I OCTOBER 14 - 18, 2019 www.bekabusinessmedia.com L Z OO 2019 03 DAY 01 Y 0 DAY 3 Five Benefits of Branded Email Hosting I n years gone by, branded email hosting often consisted only of pasting a company logo onto an existing email interface. But times have changed. Today, brand customiza- tion has not only become more sophisticated and all-encompassing, but best practice email hosting now takes a more holistic approach to the relationship between email hosting and overall brand revenue. Consider, for example, these five key bene- fits of branded email courtesy of atmail. 1. Boosting Brand Recognition Email hosting presents a unique opportu- nity for telcos, ISPs and hosting providers to discreetly, or not so discreetly, promote their most valuable asset – multiple times a day. If the 2017 Adobe Consumer Email Survey Report figures are still close to accurate, consumers are so obsessed with email that they are giving their email provider 5.4 hours a day to keep their brand top of mind. 2. Increasing Customer Engagement If an email hosting provider can offer a posi- tive branded email experience, their consumers might know, love and think about their brand more than ever before. In fact, The Temkin Group’s 2016 study of 10,000 American consumers showed that customers who enjoyed a positive experience “are five times as likely to repurchase, five times as likely to forgive, four times as likely to refer a customer, seven times as likely to try a new offering and up to 14 times more likely to buy than potential new customers.” 3. Reducing Churn “Email hosting is important to us because we know some of our power and gas customers would leave if we did not offer email,” said Gavin Sanders, ISP Systems Engineer at Trust- power, a leading power, gas and broadband company in New Zealand. This sentiment underlies comments by Arthur Middleton Hughes, vice president of The Data- base Marketing Institute in 2008: “Statistics in dozens of industries have proved conclu- sively that the retention rate is a function of the number of products that a customer is buying from your company. “The higher retention rate of multiple product purchasers is the reason why telecom companies are trying to sell ‘The Triple Play’ of phone, broadband and TV. By selling a landline customer broadband, you make a profit from the broadband, but you also reduce the likeli- hood of churn by this particular customer. If you can also sell him TV service, you may have him for life. You make it [a] nuisance to switch.” 4. Cutting Costs If the lost revenue from a churned telco customer is $1,117, as has been estimated, and the average customer acquisition cost for a new customer is $400, telcos need to be careful not to lose more customers than they can afford. “In the current downturn, many compa- nies are tightening [their] belt. But too many are missing their biggest opportunity to keep costs down: building loyal relationships with customers,” said Fred Reichheld, fellow at Bain & Company and the inventor of the Net Promoter Score (NPS). “Return customers tend to buy more from a company over time. As they do, your operating costs to serve them decline. What’s more, return customers refer others to your company. And they’ll often pay a premium to continue to do business with you rather than switch to a competitor with whom they’re neither familiar nor comfortable.” 5. Growing Revenue Despite the rise of messaging platforms as alternative advertising channels (for example, Facebook, Twitter, Instagram, LinkedIn and Snapchat), email is still the only digital channel that gives direct access to a customer’s inbox. This means that branded email hosting is a CMO’s dream, because it offers an unen- cumbered route to advertising, upsell, cross- sell and increasing overall brand revenue. No complicated, mystery algorithms to stonewall marketing efforts. Just advance to GO and collect $200. m Visit atmail at WISPAPALOOZA 2019 booth #307. E xteNet Systems, a leading provider of mobility and fiber connectivity solutions and the nation’s largest private owner and operator of indoor and outdoor distributed network solutions including small cells, this week announced its Citizen Broadband Radio Service (CBRS) network on the 3.5 GHz band for Mile High Networks, a Prescott, Ariz.- based WISP. This deployment will be among the first in this new band of shared spectrum commer- cially operational in the U.S., adding to ExteNet’s existing portfolio of CBRS deployments and the momentum built with wireless internet service providers, said the company. “We pursued a relationship with ExteNet because of their reputation for quality and overall experience in CBRS,” said Nathan Fillmore, CEO at Mile High Networks. “This deployment will allow us to deliver reliable and high-speed internet that rivals network performances in metro areas. We are expecting our customers to have the confi- dence in our network performance to work on high-bandwidth applications, whether from home or at work, and depend on the network for reliable HD voice and VoIP calls. Utilizing the CBRS spec- trum ensures lower cost of ownership for us and we are pleased with ExteNet for their technical expertise and guidance.” Mile High Networks serves all of Yavapai County in Arizona, and the commercial CBRS network is anticipated to be available for customers beginning in the fourth quarter of this year. “Besides time-to-market, CBRS delivers much-needed network capacity, speed and bandwidth to serve outdoor and indoor needs for our rural customers,” said Jason Osborne, vice president of strategic solutions at ExteNet Systems. “Mile High Networks has unique needs with a clear business plan, and we are extremely pleased to help them initiate their broadband service in a cost-effective manner for both resi- dential and commercial use. With roughly 2,000 CBRS sites under contract, ExteNet is trialing several outdoor and in-building CBRS networks with use cases ranging from ptivate LTE to capacity offload.” m Visit ExteNet Systems at WISPAPALOOZA 2019 booth #204. ExteNet Deploys Commercial CBRS at Mile High Networks