BROADBAND COMMUNITIES is the leading source of information on digital and broadband technologies for buildings and communities. Our editorial aims to accelerate the deployment of Fiber-To-The-Home and Fiber-To-The-Premises.
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Provider Perspective Searching for a Great New Idea PCOs should take note of Google's well-thought-out approach to its conversion process in Kansas City. By Bryan Rader ■ Bandwidth Consulting LLC H ave you been searching for new ways to launch services in multiple-dwelling-unit commu- nities? Is setting up a table in the leasing office getting stale? Has direct mail be- come less effective? Te biggest search engine company in the world is offering a fresh approach to launching TV and Internet services. Google Fiber – yes, google it to learn more! – ripped up the old "launch plan" playbook and developed exciting ideas to build awareness and interest, gain momentum and ultimately create sales for service providers. Private cable oper- ators (PCOs) should consider adopting some of these ideas. PCOs invest a lot of resources in signing right-of-entry agreements. Tey develop expensive brochures, travel halfway across the country for sales pre- sentations and invest in trade show ex- hibits to meet with prospects. After the contracts are signed, however, they may not invest as much in converting build- ings to their new services. PCOs that have a strong emphasis on service understand the importance of the conversion process, defined as switching cable customers from one provider to another. Tey appreciate the importance of first impressions and the logistical challenges of this process. Tey also recognize the impact on property managers and their leasing staffs. Residents want to know: What is this new company? Why do I have to switch modems? Why do they want me to be home all day? How come we can't get Food Network anymore? Managing conversions is a very important, delicate and reputation- building (or crushing) process that all PCOs must master to be successful. I've seen many do it quite well; others find it stressful and burdensome. A NEW CONVERSION PROCESS Google's launch of its ambitious Google Fiber project in the two Kansas Cities shows that the company has been think- ing carefully about conversion. Tis project was developed after Google initiated a national search in 2010 for a community that wanted to bring gigabit speed to its residents. After selecting Kansas City, Kan., and Kansas City, Mo., the company began building fiber last year. In July 2012, it announced its rollout plans (conversion process, in PCO-speak) with a big splash. Google split its serviceable areas into "fiberhoods," each with between 250 and 1,500 households. It is prioritizing its launch schedule based on the number of $10 preregistrations received in each fiberhood. In the first three weeks, 63 fi- berhoods met the required commitment levels. Tough PCOs don't have the luxury of picking and choosing areas of an MDU community to serve first, the pre- registration contest is a great idea. It en- gages everyone in the signup process and builds awareness and momentum. What if a PCO used a similar process to cre- ate a competition between phase 1 and phase 2 in a community? Te side with the most preregistrations could receive free Starz for three months. Tis is a clas- sic "resident get a resident" campaign. About the Author Bryan Rader is CEO of Bandwidth Consulting LLC, which assists providers in the multifamily market. You can reach Bryan at bryanjrader@yahoo.com or at 636- 536-0011. Learn more at www.bandwidthconsultingllc.com. 14 | BROADBAND COMMUNITIES | www.broadbandcommunities.com | OCTOBER 2012 I also like the way Google an- nounced its program with a YouTube video that built enthusiasm for each of its three products. It used a PowerPoint presentation with product details and simple pricing plans. Sure, the video was too long – roughly an hour – but it was incredibly effective. PCOs could do the same type of video, which costs little to produce. Tey could explain their packages, along with features and benefits, as well as pricing, and address questions regarding the conversion schedule process – how to sign up, what to expect on launch day. Te best part of the Google Fiber presentation was the appearance by both Kansas City mayors, which showed local support. PCOs should include property managers or condo board presidents in their videos, displaying their commit- ment and explaining the reasons for selection. Tese short video clips could be available on property websites during conversion. Finally, Google Fiber set up a con- venient showroom to schedule appoint- ments for customers to "taste test" all the new services. Tis created an opportu- nity to explain and sell new services to prospective customers in an intimate setting. PCOs can do this in business centers or model apartments. Tis, too, will build confidence in the program as well as educate customers. In your pursuit of the perfect conver- sion game plan, consider Google a great place to "search" for a new way. Y