Birds-Eye.Net Broadband Installation Options

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Broadband Installation Options
Comparing various installation options available to broadband operators today.

By: Bruce Bahlmann - Contributing Author (your feedback is important to us!)

Created: December 27, 2001

Published by:

Broadband Properties

February 2002

Note: For help maximizing your field installation and service organization or for developing tools to help you improve or implement such a program contact Birds-Eye.Net.

An ever-present fact in the business of providing new broadband services is the need to increase the number of subscribers. This is typically done through some type of installation process that, depending on the type of service, may include activities such as wiring, configuration, and/or provisioning. The size and scope of these activities depends on how well the service was designed and built. Many broadband services require as little as a simple activation whereas others require much more including skilled labor. The initial installation of broadband data services requires all three activities as well as skilled labor. However, the dependency on manual intervention with each installation has slowed the ramp up in the number of subscribers.

Seeking efficiencies becomes paramount when rolling out new services. New services create growth in subscriber installation/activation and require coordinated efforts between marketing, sales, and field fulfillment groups to more rapidly place these services in the hands of subscribers. Without efficiencies, growth of subscribers and profitability in the new services is slow to develop. Out of this need grew something known as “auto-provisioning”. The concept was simple; create a way to automatically activate/enroll subscribers on broadband the way the dialup industry does it. However, this simple way turned out to not completely work in practice and thus “Auto-Provisioning” has now branched off into a number of different installation options for broadband operators – each installation option requiring a varying degree of broadband operator involvement. As a result, a whole spectrum of installation options has evolved for prospective subscribers ranging from totally subscriber driven installs (known as self-install) to the traditional broadband employee driven installs. The most popular of these installation options are compared in Table 1.0.

While the need to bring on subscribers quickly and painlessly is a worthwhile goal, complications still exist that prevent these methods from making appreciable impact to a broadband operator’s annual installation rates. Some of these complications include:

Constantly Changing Requirements – Broadband operators regularly change their minimum requirements for service to keep up with changes/improvements in technology. As a result, subscribers with CPEs as little as a couple years old do not qualify for some services – e.g. memory and/or disk upgrades are needed to join certain services.
Lack of Broadband Ready CPEs – Subscribers often face varying challenges when activating a service that requires any type of additional hardware be added to their system (especially anything that requires its enclosure to be cracked open). Installing the hardware may only be half the challenge as conflicts with existing hardware can make configuring the new hardware on the CPE an extremely complex experience – professional help is sometimes needed in these cases. Use of USB adapters are providing some relief to this problem.
Availability – Broadband operators still are not able to offer their services to all their subscribers. Whether it is an area that is not yet upgraded or too distant from the place where the service originates, the availability of service does not cover 100% of the broadband operator’s territory. As a result, there are complications where potential subscribers want the service but can’t yet receive it or are asked to join a waiting list.
Accessibility – Broadband operators attempting to wire each residence for broadband face several unknowns. Since wiring in residences can range from connecting a simple jumper from the outlet to the broadband service hardware (modem, service unit, etc.) to completely redoing the residence wiring up to the tap, drop, or demark – this can add significant time to an install. Also, depending on the building location, building code, and signal level, some areas in the residence may not serviceable. Older Multiple Dwelling Units (MDU) builders for example often used the cheapest cable they could buy – this creates problems for services that are dependent on quality signals/levels.

Successfully negotiating these complications has become a priority of broadband operators who are exploring a number of new products on the market that attempt to speed and automate installations. However, a majority of the new products on the market have elected to address only certain aspects of the installation process – few take the approach of trying to speed the installation as a whole or address multiple installation methods. As a result, the benefit from these products is minimized by the additional need to glue all these systems together to benefit only a single installation option. Broadband operators can substantially increase (between 20-40%) their installation capability by increasing the number of installation options discussed in Table 1.0. Augmenting their employee driven efforts to install new subscribers offers them new ways to increase subscriber growth without hiring more employees.

Broadband Installation Options:

Method:	Description:	Wiring:	CPE configuration	Activation:	Install Time Savings:	Good/Bad Points:	Target Audience:	% Take Rate:
Self-Install	Provides a means for the subscriber to install (i.e. connect/configure) all equipment/cables necessary to achieve a readiness for service activation. Several options exist here including self-install kits that contain instructions, cables (in precut lengths with fittings), wall outlets, filters, and in some cases CDs that permit the subscriber to ready their dwelling and computer (CPE) for service. Service activation is also customer driven as a result of them connecting to the broadband service and launching a web browser.	Subscriber Through installation kit and instructions.	Subscriber Through purchasing their own computer that is either already broadband ready or the subscriber installs their own NIC.	Subscriber Through self-activation web site.	100% -- as no operator involvement is required	G: No operator involvement required for these new installations. B: Impersonal and could negatively contribute to subscriber loyalty. Any problems can likely result in a truck roll.	Highly technical or capable subscribers (often the early adopters). Those living in apartments or multiple dwelling units (MDUs) are also prime targets.	5% opportunity
Broadband Readiness	Provides a means of distributing the task of installing additional outlets (AO) in subscriber residences with each service visit (Video & telephone installs, service calls, etc.). In this way, the work of performing the wiring (single lengthiest task of any service install) can be distributed across multiple field organizations to dramatically increase the number of residences that are ready for new broadband services. Making a note of this in the subscribers account provides sales organizations with a list of hot leads.	Operator – But work is distributed to ALL field organizations.	Subscriber or 3^rd Party or Operator A 3^rd party could be a contractor, a computer store, or a landlord.	Subscriber (Self-Activation) or Operator	45–60+ minutes as each trip to a subscriber’s home is optimized (future install trips are either eliminated or reduced by half)	G: Provides means to speed installs without resorting to more technology based self-install. B: The amount of work required by broadband operator employees remains the same – its just distributed differently and at perhaps more opportune times.	Everyone – who has time available to extend a service visit for additional wiring.	20-30% opportunity In the beginning… In practice, however, 75% is more likely
Self-Activation	Provides the means for the subscriber to activate services in lieu of making a call to an operator’s call center to help activating various components of the service or having a technician in the home activate the service.	Operator Installer wires the dwelling.	Subscriber or 3^rd Party or Operator	Subscriber – through self-activation web portal	5-10+ minutes	G: Promotes self-service by introducing subscriber to web site. B: Requires complex interaction with broadband operator’s billing and customer care systems.	Those most comfortable with their CPE as well as the Internet.	5-10% opportunity
Retail Assisted CPE Readiness	Provides a means for the subscriber to obtain the services of a 3^rd party vendor to perform the CPE readiness for example, installing and configuring the network interface card (NIC) as well as any software as required by broadband operators.	Operator Installer wires dwelling.	3^rd Party	Subscriber (Self-Activation) or Operator	10-15+ minutes	G: Provides means for potential subscribers with older CPEs to get upgraded without requiring professional help from broadband operator. B: Coordinating and managing relationships with 3^rd parties can be difficult	Less technical individuals or those who require upgrades or service on their CPE anyway.	5-10% opportunity
Self CPE Readiness Or “Basic Install”	Provides a means for the subscriber to achieve CPE readiness. This method requires the broadband operator to provide a CD to guide the subscriber on the installation and configuration of their CPE. Another way would be to conduct weekly training sessions for future subscribers to take home an activation kit and then install/configure their NIC.	Operator Installer wires dwelling.	Subscriber With help from the CD	Subscriber (Self-Activation) or Operator	10-15+ minutes	G: Caters to a slightly wider audience and standardizes installs (prevents follow up service calls). B: Requires Customer Care to activate each install.	Moderately technical and up – especially those subscribers who want to do things themselves.	30% opportunity Requires a broadband ready CPE as installation of a NIC reduces take rate.
Traditional Install Or “Premium Install”	The conventional way of installing service at a subscriber’s place of residence. This means of installation is completely manual from signup to install and activation numerous broadband employees are involved to make each installation successful.	Operator Installer wires dwelling.	Operator Installer configures CPE.	Operator Installer activates service.	0% -- as the operator is involved in every phase of the install.	G: Greatest flexibility to conduct install with maximum focus on subscriber. B: Slow installation growth	Everyone	Default choice if no other options are available.

Table 1.0 Broadband Installation Options

Task Speed Index:

	Tasks that are inefficient and consume large amounts of time (operator involvement is mandatory)
	Tasks that are somewhat automated but still not streamlined (operator involvement may still be required)
	Tasks that have been made extremely efficient (little, if any, operator involvement necessary)

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