Broadband Communities

JAN-FEB 2013

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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SERVICE PROVIDER STRATEGIES Q&A With Michael Weston, Verizon Enhanced Communities Marketing fber optic services to 2.3 million residential units, VEC is now one of the largest players in the multifamily marketplace – and it aims to stay that way with new super-high-speed services that can transform residents' lives. R ecently, BroadBand Communities had the opportunity to talk with Michael Weston, the new senior leader of Verizon Enhanced Communities. VEC is the business unit of Verizon that markets FiOS services in single- and multifamily communities and multitenant commercial buildings; Weston served there as director of marketing operations for multifamily properties from 2004 until assuming the VEC leadership role in September 2012. Following are highlights of our discussion. BroadBand Communities: Mike, can you share some of your historical perspective about FiOS? What's changed over the years in terms of residents' expectations and how they use broadband? Michael Weston: First, the demand for speed has changed dramatically. When we started out, we had a TVcentric entertainment model. Today, more than half of U.S. residents would say broadband was a key pillar of entertainment in their homes. Tis has big implications for the performance characteristics required of broadband. Initially, our entrylevel broadband product ofered 10 Mbps downstream and 2 Mbps upstream; today, the entry-level product has more than doubled, and we've launched Quantum speeds, ofering customers up to 300 Mbps downstream and 65 Mbps upstream. Tat's astounding compared with a few years ago. We knew from the beginning that the demand was coming – and now it's here. Another big change is the proliferation of devices. Te average number of Internet-connected devices in homes across the United States – Michael Weston at the Hamilton Court Apartments in Morristown, N.J., a FiOS building owned and managed by Kriegman and Smith. including tablets, TVs and gaming consoles – is expected to reach 15 over the next two years. Tis presents us with new challenges. Consumers desire to integrate across those devices in ways that simplify their lives and make sense. We need to push intelligence into the network and application layers without raising costs. Mobility is another change. More and more consumers are looking for The Summit's multifamily program will ofer three full days of sessions about providing broadband to MDU properties. 38 the borderless lifestyle. Tey want to consume what they want on whatever device they want at whatever time they want. Tey don't want to worry about what device is in their hands or whether they're sitting in an armchair at home or out doing their holiday shopping. So we're driving innovation in our products and deployments to better match the capabilities of FiOS to consumers' needs. We just launched 75 channels on the iPad and smart TVs, and we're adding more and more electronic devices. We also have a host of enablers, such as high-capacity DVRs, video on demand (Flex View) and integration across devices, including smartphones. We will include wireless as a part of what we do – the macro wireless networks as well as Wi-Fi. BBC: A year ago, BroadBand Communities wrote about Verizon's efort to market to young "techknowledgeables" in multiple-dwelling-unit (MDU) properties. Has the company launched similar campaigns to other groups? MW: Tat was our initial experiment with the hyperlocal approach to marketing – fnding new ways of reaching consumers where they are online or where they physically live and work. Te pilot was in the Washington, D.C., area, and then we took the campaign national to other key markets, going after the hipster-techno- | BROADBAND COMMUNITIES | www.broadbandcommunities.com | January/February 2013

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