Best of the ISP-Lists

Getting Wireless Subscribers

Members of the ISP-Wireless list share the secrets they've learned about getting your dialup subscribers to upgrade to broadband fixed wireless connections.

[July 30, 2001]

On the ISP-Wireless list in July, LB asked,

"What percentage of customers are you seeing switch from dialup to wireless? We've had wireless now for about five months now: we have about 800 dialup customers, and have only seen about ten people switch to wireless. There are no other forms of broadband available in the area. Is this normal? I was hoping for something more like ten percent."

A number of respondents suggested it's got everything to do with price:

[MB offered] "There are two things to consider: the initial cost to the customer, and the recurring cost to the customer. I think the initial cost should be a little expensive, to keep those who don't pay on time away. In terms of the recurring cost, I usually compare our $40 account to a $24.95 AOL account. Many AOL users get another phone line so they can talk on the phone while surfing: that second line costs about $18 per month. That' $42.95 for slow, crappy service, or a high-speed connection for three dollars less."

[AB commiserated] "We are seeing similar results—a lot of people are saying they would switch if it was the same price as dialup, and then they complain that dialup is too slow. Go figure. They just want it cheap. We dropped prices twice already, and will be offering a lower rate on slower service starting this week ($25-30 a month for 128k). We are installing bandwidth management at our APs to allow us to offer this 'slightly faster than dialup' service. It amazes me that people are willing to settle for dialup speeds in today's world."

[JA agreed] "What throws off the residential consumers is the price of CPE and install. We have found that door-to-door marketing works best. When the big cable TV boom was on, the company I worked for would send reps out in the field in a neighborhood and go door-to-door like census takers. They would bring in a substantial amount of new orders. You might try this in your area as well. Make sure you try to target areas that can afford the service you have to sell, though."

Others contended it's just a matter of time-lots of time:

[JH complained] "Unfortunately, our bread and butter is still dialup access. And it will probably continue to be our bread and butter for another 12 to 24 months or more. What I have learned is that even those attracted to broadband for one reason or another realize that they spend the majority of their time just using e-mail. Those that are really attracted to broadband are those that are using streaming media and downloading big-time."

[LB observed] "I feel that dialup will still be our bread and butter for over 36 months. What amazes me is the people that use 200 or more hours a month of dialup are not willing to pay for something more! I understand that 90% of our users use less than 100 hours a month and may not see the need for anything faster—but the 5% that use in excess of 200 hours a month, I would think, would see it as a must."

Still others advised taking more direct action to demonstrate the quality of the service:

[MS suggested] "For me it has taken about twenty users in any given area before it really takes off. It seems to take that many before they really start talking to each other, and that's the best marketing. Joe goes over to Bill's house and gets to play with the system, and that's about all it takes!"

[JP noted] "Most people out in rural areas have never used a high speed connection in their lives. I think the biggest seller is actually sitting down and playing with a high speed connection for a while. After they've gone to a friend's house and used it, they'll want it. After they go off to college, they'll want it. After they get a T1 line at work, they'll want it. It just takes exposure. I've been thinking about setting up PCs on a wireless connection in some public places just to let people play around with it. Maybe the local pizza joint might let me put one by their arcade / pool room where all the teens hang out after school."

[PJ added] "We set up a PC at the local chemical dealer's place. In the winter the 'men' all meet up there to drink coffee and play cards, and that has worked good. In the spring and summer they use it for the weather: since farmers are addicted to the Weather Channel, they can buy chemicals and get their daily 'fix' at one stop."

[KC agreed] "When we first introduced our 56K dial up, we placed an e-mail terminal in a local coffee shop. We gained two thirds of our subscribers that way, and it brought so many people in for coffee, the owners set up a network of four computers and became an Internet cafe."

—End

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	[Apr. 24, 2001]	7th Biannual ISPCON ISP-CEO Roundtable Insights