Measuring Competing Broadband Service Providers

Competitive Landscape

Competition for customers, business or residential, can be tough. This section will detail what competitors may be in your targeted area. Information is provided in both a quantitative and qualitative manner. We search the relevant databases and conduct one-on-one interviews, where appropriate, to determine the pros and cons, strengths and weaknesses, product offerings and strategies of your possible competitors.

The information generated in this section is invaluable when coupled with Module 4: BWE broadband Market Planning where we take all the information available and synthesize it into a cohesive marketing program to counter the competition and maximize your target penetration rates.

The competitive information we gather is consolidated into two easy to read formats for easy comparison and strategy planning. The first report is our BWE Market and Competitive Index. This provides a competitive overview of your market area and highlights other internet and broadband providers. The report further provides a general price climate and market potential expressed as BPS. A sample BWE Market and Competitive Index report follows:

City X, STATE X

Competitive Overview:

Wireless is available on a small scale only, technology is not yet widespread. All services are available in the Bay Area but have not moved west into the area. City X is in a valley but trees can pose a problem for LOS since they are abundant.

Market Overview:

Figure 12: Sample BWE Market and Competitive Index report

The second, in-depth competitive report, generated for analysis purposes, explodes the information into precise details for cross comparison between various potential competitors. This information is very useful for determining the best product feature set, pricing, customer service augmentations and special marketing considerations. A sample report follows:

Figure 13: Sample BWE In-depth Competitive Analysis Report

 

A summary will be provided to this section that gives BWE’s overall impression to the competitive landscape. This will include any highlighted concerns and an overview of areas of competitor vulnerability.