Best of the ISP-Lists

Is it Good to be an ISP?

Some internet companies feel they can earn more respect (and money) if they're seen as consultants, integrators, network service providers—just about anything other than an ISP.

[August 17, 2006]

On the ISP-Marketing list in May, we asked:

When you're looking for business, are ISPs looked up to? Looked down on? When you walk into a small business, is it better to be an ISP, aconsultant, an internet business company . . . or anything else?

[RG replied] "Sometimes it's better to be something else. My experience selling websites was walking through the door as a marketing consultant. I got paid more for the sites. Then I connected the internet and VoIP.

But often, a marketing consultant is welcomed, especially if it's products you sell with limited risk. So I sold a "marketing package" that includes x, a "Website Package", a SEO package, and here is the internet and VoIP pricing that will save you money etc.

[LN replied] "Would this be for a phone call or visit? I would say always say ISP."

[JM argued] "I think that to call yourself an ISP is death. There is no 'ISP' anymore. It is either 'My Cable Internet Provider' or 'My DSL Provider' or 'My Dialup Provider' or 'My Wireless Provider'. And I wouldn't want to beknown as any of those either."

[IW warned] "I have to tell you that the most frustrating thing in my business is knowing that the public is clinging to the advertising that they see from the Verizons and Road Runners out there, and then looking down on us as Independant ISPs. It chaps the heck out of me knowing that we built this market and then watched many of our peers get bought out or go by the way side.

This has really tapped into my passion for the business.

Notable Quotes On professional qualifications for ISPs...

"You know, a license to cut hair is required in the state of Pennsylvania, but any idiot with a T1 [is allowed to] be an ISP."

— Jessica Gothie, founder, bedford.net

I was part of a local business networking group for about 6 months last year. All nice people with one or two exceptions. We would meet every Thursday for breakfast, and social/networking time. The idea was to make referals to each other back and forth. I did my part in this. But about 90 percent stuck with their BellSouth's or Charter connections. The only ones that jumped or refered were the other tech consultants in the group and the gent who sponsored our company in the group. People cling to what they feel safe with in technology. Even if it means 30 minute hold times to talk to support.

[JM said IW needed to evolve] "Commodities are only profitable when you have sufficient economy of scale. End of story. Small guys can't compete in that commodity marketplace except in niche markets.

People hate changing their e-mail addresses. And it depends if you are selling DSL or dialup or whatever. If you are not cheaper/better/faster, then you can't expect them to switch because you are a nice guy. If their big provider service breaks all the time, they will hop to another big national player before going back to a small local."

[MM asked] "Is what you are selling a commodity? You can't attack a giant on all fronts. You need to focus your attack and shoot for a segment of their customers, not all of them. The nice thing is that although the Bells have all the market share, and they are completely unfocused. They are the local/long distance/cellular(soon)/Satellite TV/Broadband-MetroEthernetDSLT1T3OC3 or dialup/soon to be cable TV/home security company. Focus your attack and win the battle!"

JL said that people shouldn't hate to switch:

Not when they're changing one last time: to theirname@theircompany. I find it amazing how many companies, even with domains, are still using something like myname123456@aol.com.

[JM agreed] "Domain-based email addresses are an easy sell to get hosting. Many people have a hard time wrapping their head around DNS-DOMAINS-EMAIL-CONTROLPANEL-HOSTING-ETC."

IW said that people look down on other companies, too:

I do not like the title "consultant" at all. There needs to be an identity, image, definition that sets us apart from the gaggle of "consultants" that all think they are "gurus" just because they know how to plug in the computer and turn it on. The fact that we all run our own networks, routers, servers, and some of us even have our own datacenters requires more than a simple consultant title.

[JM argued] "Whatever the title, it shouldn't be "ISP". If you are mostly access, then OK. But if you are mostly not, then it really affects the perception of your company. Some alternatives:

• I.T. Services Company
• Web Hosting Company
• On-Demand Service Provider
• IT Solutions Provider
• Managed IT Service Provider

They all sound sorta lame, but not as lame as 'ISP'."

[IW objected] "I am not so keen on Web Hosting Company. Not only is it limiting, it also lumps you in with the cheapskate providers such as Go Daddy and Yahoo Hosting."

JL replied that if you name your company well (he provided his own corporate names for different price levels as examples) you can stand out from the crowd, even in webhosting.

—End