Market Research and Competitive Analysis for Service Providers

This document is a research report that presents findings from a comprehensive survey conducted by Heavy Reading, commissioned by Calix, focusing on the marketing and sales strategies of broadband service providers (BSPs) in North America. The survey involved C-level executives from BSPs serving 100,000 or fewer subscribers. It addresses the impact of cloud technologies on the telecom industry and discusses how these changes are shaping service differentiation and marketing approaches. Key findings indicate that the primary marketing goal among executives is brand building, followed closely by product launches and subscriber acquisition. Additionally, the report outlines the confidence levels of executives in achieving revenue growth and managing competitive threats. The results emphasize the increasing reliance on digital marketing tools and highlight the significance of data in developing effective marketing strategies. The findings also provide insights into current market challenges and the strategic priorities for BSPs in the evolving digital services landscape.