Wisconsin-based service provider has implemented creative, data-driven omnichannel marketing campaigns to grow profitability, increasing margins 400 percent by achieving a 99 percent take rate for its premium Wi-Fi service, 80 percent overall growth in managed Wi-Fi subscribers, and 38 percent adoption of Revenue EDGE Suite offerings
SAN JOSE, CA – October 20, 2021 – Calix, Inc. (NYSE:CALX, news, filings) today announced at Calix ConneXions 2021 that it selected Norvado as the winner of the 2021 Innovations in Marketing award. This award recognizes the broadband service provider (BSP) customer that has a highly creative marketing approach to reaching, engaging, and exciting subscribers. Norvado leveraged the full solution to simplify marketing operations, excite subscribers with new services, and grow revenue and profitability. Norvado was able to create, brand, and launch its Apex Managed WIFI service in less than 30 days, thanks to the vast array of easy-to-customize EDGE Enablement activation content. Since the launch, the service provider has grown its managed Wi-Fi subscribers by 80 percent in 12 months.
Norvado based its marketing strategy on data and subscriber insights. By mining the behavioral insights delivered through Calix Marketing Cloud (Marketing Cloud) they developed a deep understanding of their subscribers’ needs for enhanced, value-added services. Norvado created new service bundles that included advanced services including parental controls and network security. As a result of its outstanding marketing, Norvado has achieved an incredible 99 percent adoption of its Apex Managed WIFI service among new subscribers, along with a 38 percent take rate of EDGE Suites while increasing margins to 60 percent, a 400 percent increase in the last 12 months.
“We are honored to receive this recognition from Calix as it underscores our success in transitioning from a traditional telco model to providing the high-value, personalized managed services that our subscribers demand,” said Chad Young, CEO, Norvado. “Our subscribers have enthusiastically embraced our Apex Managed WIFI service, and we’re building on this strong foundation with additional managed services. Calix has been the ideal partner on this journey, providing state-of-the-art technology and continuous innovation that puts our brand, and only our brand, first.”
A Calix customer since late 2019, Norvado has reimagined its value proposition, providing rural Wisconsin subscribers the types of services once only available in major metropolitan areas. In addition to rapidly increasing uptake of its premier Apex Managed WIFI service as well as profitability, Norvado has achieved many other impressive results.
- Drove adoption of the CommandIQ® app to 80 percent of subscribers. Norvado has placed its branded version of the CommandIQ app at the center of the Apex Managed WIFI experience. Eighty percent of subscribers have adopted the app and 38 percent have purchased EDGE Suites for enhanced parental controls and home network security.
- Migrated 200 subscribers from legacy Wi-Fi systems in 30 days. With Marketing Cloud, Norvado identified existing subscribers that would benefit from the Apex Managed WIFI service and developed a creative upgrade program. The service provider converted nearly 200 subscribers to the new service in less than 30 days.
- Reduced support costs 30 percent while significantly reducing truck rolls. The combination of self-serve capabilities in the Apex Managed WIFI app and Calix Support Cloud—which provides real-time intelligence to resolve issues, improve call times, and reduce escalations—has enabled Norvado to dramatically reduce truck rolls and increase operational efficiency.
“We are delighted to present Norvado with the Innovations in Marketing award,” said Matt Collins, executive vice president of commercial operations and chief marketing officer at Calix. “Their go-to-market approach should be a model for other BSPs. Norvado has leveraged world-class broadband solutions and data-driven intelligence to create a compelling service offering, develop and execute an omnichannel marketing strategy, and drive unbelievable adoption rates for their service. They are a shining example of a service provider that is delivering the ultimate Wi-Fi experience for their subscribers, and in doing so, building greater value in their community.”
Register for the ConneXions 2021 Learning Experience, which takes place virtually November 16-18 at Calix.com.
Calix, Inc. (NYSE: CALX) – Calix cloud and software platforms enable service providers of all types and sizes to innovate and transform. Our customers utilize the real-time data and insights from Calix platforms to simplify their businesses and deliver experiences that excite their subscribers. The resulting growth in subscriber acquisition, loyalty, and revenue creates more value for their businesses and communities. This is the Calix mission; to enable broadband service providers of all sizes to simplify, excite, and grow.
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