We’ve found that partners are increasingly unaware of the benefits of fixed wireless, how to sell it to customers, when to sell it, and how it delivers big value. As a master agent that focuses on cable, it might seem off-putting for us to promote fixed wireless, but we believe that partners should be well-rounded. To get more insight into how fixed wireless has changed, and how it compares to other wireline services out there, I sat down with Michael Fair, Founding Partner for MarketRace. Check out our interview to get more insight into how fixed wireless can up your game with customers:
Kenzy: Why do you think some agents avoid selling fixed wireless?
Fair: Many agents are not aware of the recent improvements in technology as well as the degree of sophistication that exists within the fixed wireless community today. Agents may have had a poor experience with a fixed wireless provider in the past. It is often difficult to find out where their assets are and how to engage with fixed wireless providers in an agency model. There are many misperceptions regarding the types of service available as providers often use differing technologies and may have different business models. These issues have led to a general lack of awareness today within the agent community.
Kenzy: What should agents know about selling fixed wireless that might change their minds about its benefits to customers?
Fair: There are over 1,400 fixed wireless providers in the US today. They often are located in rural or hard-to-service geographies that still have high bandwidth requirements. Fixed wireless technology continues to improve, and the level of service has greatly increased. Now, most fixed wireless providers provide enterprise class service to businesses.
Kenzy: What are some myths about fixed wireless?
Fair: Some of the myths include excessive latency, a lack of SLAs, high cost, and a lack of availability. These are all misconnections. Fixed wireless providers continue to benefit from massive recent and constant improvements in technology that enable them to deliver enterprise level SLAs via secure networks at very high levels of bandwidth up to 1 Gps.
Speed to deliver services is another misconnection. Often services can be delivered within days or weeks compared to fiber build-outs that can often take months with LECs or cable providers. In addition, there is a perception that these are small, unproven providers. While many are relatively small, many partners are simply not aware that providers like Windstream and TPx offer fixed wireless solutions, and many LECs and cable providers are starting or considering fixed wireless pilots to extend their networks more economically.
Kenzy: In what scenarios should agents push fixed wireless for their customers?
Fair: There are basically two types of fixed wireless providers. Those that primarily support rural and hard-to-reach geographies and those that are located as competitive providers in large metro markets. For the rural markets, these providers are often a much better alternative than satellite providers. They are able to provide unlimited bandwidth, often with SLAs with far better latency characteristics. Fixed wireless is also often used as a temporary solution for remote construction sites, such as for monitoring gas and oil wells.
In metro markets, fixed wireless can be a very viable cost competitor to fiber or coax and can often be installed in days. Fixed wireless in either situation can also be a very cost effective backup for redundancy or for optimization with SD-WAN as the service path is always completely unique from wireline providers.
Contact Innovative Business Solutions today to learn more about the opportunities available with fixed wireless.