Calix, Inc. has announced Utah-based telco cooperative, STRATA Networks (STRATA), has leveraged the entire Calix Revenue EDGE solution and developed a comprehensive set of best practices for differentiating the STRATA branded Wi-Fi 6 experience for their members.
After introducing the BLAST Systems to members in 2020, STRATA pivoted quickly to enhancing and customizing the STRATA-branded Wi-Fi 6 experience with EDGE Suites, leveraging the real-time behavioral insights from Calix Marketing Cloud (CMC) to target members who would benefit from these new experiences.
As a result of their targeted marketing campaign, STRATA has seen a 60 percent increase in the adoption of STRATA Hub (their branded CommandIQ® app), and a 59 percent increase in downloads of the EDGE Suites; ProtectIQ™, for enhanced virus and malware protection of the member’s Wi-fi network, and ExperienceIQ™, for parental controls.
The Calix CommandIQ mobile app provides a direct communication channel between communications service providers (CSPs) and subscribers, which is key to integrating perpetual upsell and revenue-generating opportunities. With this 60 percent increase in adoption of CommandIQ, STRATA is taking full advantage of advanced subscriber insights and mobile- notification capabilities through CMC.
In addition, the marketing team can leverage easy-to-customize resources from the EDGE Enablement program to quickly launch campaigns with the Calix Customer Success team supporting them at every step. STRATA’s most recent campaign to drive new application downloads converted an impressive 20 percent of mobile notifications into EDGE Suites adoption—more than 10x the industry average.
In the future, all CSPs can look forward to expanding their portfolio of services to include Arlo Technologies and Servify, which are pre-integrated EDGE Suites enabling operations, support and marketing teams to quickly deliver new value-added services that excite their members while retaining a direct communication channel via STRATA’s branded CommandIQ app.
“We developed the ultimate Wi-Fi experience to differentiate from simple managed Wi-Fi offerings, and Calix has enabled us to build on that foundation and push that experience forward,” said Bruce Todd, CEO for STRATA Networks. “Fast, reliable connectivity into and throughout the home was just the start, but to grow our business, we need to continue to differentiate our offering by making the in-home broadband experience unbeatable. With the simplicity of the mobile app and value-adds of full network security and management offerings, Calix delivers everything we need to continue to excite our members and grow our business.”
STRATA Networks is a community-focused communications cooperative based in Northeastern Utah with services that span parts of three western states. It was founded more than half a century ago and has evolved from being a local telephone network to a leading provider of differentiated broadband experiences.
“The STRATA Networks team has developed an unmatched model that any service provider marketer should follow as they are focused on leveraging the data,” said Matt Collins, chief marketing officer for Calix. “STRATA leveraged data to ensure the success of their CommandIQ launch through an app download contest while using the CMC enabled in-app mobile notifications, and the customizable brand content from our EDGE Enablement program for the campaign. The results speak for themselves, as EDGE Suites subscriptions have delivered new revenue streams for STRATA through new experiences. We are delighted to see these marketing success stories and will continuing to provide best-in-breed marketing solutions to grow our partnership as STRATA Networks grows its value to members and the communities they serve.”
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