A colleague of mine sent me this article, knowing that Innovative is focused on growing our cable business and that of our partners. It’s our core competency, and this piece validated the reason why we’ve partnered with cable companies and taken on being a cable-first master agency.
What are cable companies doing?
Cable companies are losing substantial revenue because of cord cutting, so they are making up for that with increases in revenue by expanding their networks into the business and enterprise spaces. The Ciena story explains how the best effort is acceptable for the home experience, but does not translate into the enterprise. These cable companies are pouring billions of dollars into networking so they can offer multi-gig services with SLAs to the enterprise space.
This shift is relevant to our partners because people still don’t think of Comcast as an enterprise connectivity player. When people hear Comcast Business, they think of the residential Xfinity. But we have seen tangible growth in cable for enterprise — and with Comcast in particular. So we’ve made it our job over the last year to be evangelicals for why these cable businesses are right for customers.
We are up nearly 133% year over year with Comcast. Agents need to know how profitable this sector is so they can join in on the revenue just waiting to be had. Part of our success is because agents are hearing this message, and are fulfilling customer needs with cable.
Innovative can help.
Unlike other carriers, Comcast is very selective in who they take on as a direct partners, and navigating their systems can be challenging. From serviceability to filling out paperwork, we know how to avoid some of these challenges and can help our partners create a better experience for their customers.
What’s the plan?
This year, we’ve decided that we’re hitting the road to educate partners on the 5 things you don’t know about cable. It will be a learning environment that digs deep into what cable companies can do that help agents including:
- Why pre-sale site surveys present an advantage, not a disadvantage
- Cable companies have the ability to offer mesh networks, and not just dedicated internet access
- How cable companies play into proper SD-WAN strategy
Cable is an opportunity to solve the needs of the enterprise. If you want to learn more about how to take advantage of this growing market, contact us today.