How WISPs Can Win These 4 Key Battlegrounds

Wireless internet service providers (WISPs) have flourished in recent years due to rising consumer demand for broadband, greater technology choices (including 5G, next-generation fixed wireless access or ngFWA, and fiber), and increased funding from both private and public sources. Arguably, the most important factor fueling their growth has been the relative lack of competition in the often hard-to-reach areas they serve. However, the situation is rapidly changing as new players seek to capitalize on the opportunities presented by the cost and speed to market of FWA.
 

For instance, large wireless carriers such as T-Mobile and Verizon are forecasted to serve 12 million FWA customers by 2025, while AT&T plays catch-up with its own FWA service. Satellite providers are well-suited for providing internet access in remote and rural areas where terrestrial infrastructure may be limited or cost-prohibitive. Fiber broadband providers are also extending their networks, bolstered by government funding such as the $42.45 billion Broadband Equity, Access, and Deployment (BEAD) program and Rural Digital Opportunity Fund (RDOF) as well as private sources. This influx of competition brings new threats to WISPs, disrupting traditional business models and demanding innovative strategies to ensure they stay ahead. 
 

Here are the 4 key battlegrounds WISPs need to win to survive: 

1. Avoiding a “race to the bottom” on price. New competition leads to consumer price wars. Although WISPs may be able to deploy wireless networks at significantly lower cost when compared to fiber networks, they may still struggle to compete with larger players on pricing. Larger carriers with large marketing budgets can quickly capture market share by offering competitive pricing plans and discounts to attract subscribers. If WISPs tried to match their pricing strategies, their profitability would be seriously impacted. To win, market yourself based on solutions subscribers truly need and the excellent customer service only you can provide—stay away from the price wars. 
   
   
2. Keeping pace with new service offerings. WISPs must also ensure they can match rival service offerings—expanding services beyond basic connectivity. Large carriers have greater ability to diversify their service offerings with specialized streaming services or bundled solutions like TV, internet, and phone. To win, find new solutions that make your offerings highly valuable, such as parental controls, lifestyle-based packages, connected cameras, and security. 
   
   
3. Ensuring the network remains competitive. Networks in rural areas are more likely to suffer from variable quality and coverage issues—important factors for subscribers. A WISP’s FWA network may be perceived as slow and unreliable compared to fiber-based networks, despite the fact FWA has come a long way in reliability from its early years of deployment. To win, ensure your network delivers reliable speeds to offer the solutions your subscribers need—then focus your marketing on the solutions and your company—not the technology or its speed.
   
   
4. Delivering outstanding customer support. Exceptional customer service is a crucial competitive differentiator. Unlike larger, faceless rivals, WISPs can draw on their strong local relationships with the communities that they serve. By providing personalized, responsive, and reliable customer service, they can enhance the overall subscriber experience. This contributes to subscriber loyalty, retention, and positive word-of-mouth recommendations. By delivering customer support that stands out, you’ll win many subscribers and keep them for life.  

With increasing competition on multiple fronts, WISPs must not only take advantage of technological innovations to ensure their networks remain competitive but also embrace new strategies to retain and acquire subscribers. Moving beyond basic connectivity to providing stand-out subscriber experiences will ensure WISPs overcome rivals and delight subscribers.
 

Discover how Calix can help WISPs win in this new era of heightened competition in the eBook, “Winning the Broadband Race: Unlocking Success for WISPs Using Subscriber-Centric Strategies.”