“There is this thing called a halo effect,” said David Seda, Vice President of Marketing for Calix. Seda says that the customer perceive those operators who offer gigabit services as being cutting-edge. As such, gigabit service is lifting the perceived value of an operators’ other services.

Seda also talks about the increasing importance of software in transforming the network from a pipe to a broadband ecosystem where the operator can rapidly address customers’ needs; needs that the customers sometimes don’t even know they have. Along these lines, he discusses Calix’s latest offering, which is a consulting service that helps a customer analyze the massive data being generated by its network. This analysis can help an operator surgically deploy network assets as well as created targeted marketing campaigns to maximize return on investment.

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