Calculating Residential Demand for Wireless Broadband Services
Quality of
Residential Market Demand
The Quality of Residential Market Demand section will
detail in a visual and quantitative manner the propensity for Wireless broadband
sales in your designated area.
The
comprehensive database that we employ covers more than 132 million complete,
unique US households. Using the database list we provide and the Broadband
Propensity Scoring system (BPS), you can segment your markets to target the
most tech-savvy households and the true early adopters. The BPS is calculated
using a proprietary algorithm that utilizes:
Our prospect
lists are provided with various degrees of precision that you select to best fit
your needs. Just need the bare facts and want to economize? Fine, then our first
level of detail cut is probably for you. Need more comprehensive detail to up
your success and penetration rate? Then add on the detail areas that will best
serve your needs. A sample prospect report follows:

Figure 7: Sample Residential Prospect
Report
Most
generally, all households with a BPS of 100+ have a propensity to purchase
Broadband. Use this scoring system to identify the most likely households to
purchase Wireless Broadband in your select market area.
By
identifying low scorers, you can trim back marketing to households with little
or no propensity to need broadband services. This aids you in minimizing your
marketing costs while maximizing your penetration rate to your served market.
Telecom/Broadband Select records can be selected by Broadband
Propensity Score, Estimated household income, SOHO status, Home ownership, etc.
Well consult with you to determine the best records and selects that best suit
your particular market area.

Figure 8: Sample Residential Market Select Analysis
Report
Converting the BPS into color coded targeting levels we then plot them in
map form to show you the most lucrative areas for targeting. This provides a
guideline for tower, rooftop and antenna locations. Lastly, we quantify each
Wireless coverage area and provide a true served market potential.

If you
would like to begin the WISP development process you can click
here to fill out a business lead form that will gather the preliminary information
we'll need to get started.
This module was adopted from one of the leading WISP consulting companies in the
United States, Caynet Consulting. Copyright© CayNet
Consulting, LLC - All Rights Reserved