Is it growth, efficiency or both? That was the question that was top of mind when I joined our friends in Iowa at the record-breaking Iowa Communications Alliance (ICA; West Des Moines, Iowa) meeting this week, with over 1,000 attendees registered for the robust statewide meeting.
When ICA CEO Dave Duncan asked me to share thoughts with his membership, he made it very clear that what was really top of mind for folks in Iowa was not necessarily the status of the Universal Service Fund case before the Supreme Court this week (although, of course, that was top of mind). Still, he noted that his ICA Board of Directors and he have been conducting thoughtful listening sessions with community-based providers across the state and that their focus was more on the question of how to remain competitive in the current environment. Specifically, the providers were evaluating whether a growth strategy or one focused on efficiency was the most effective path to take.
While I would never have the nerve to give anyone business advice, it was an intriguing question that only each company can answer for itself. The conversation did allow me to tee up that the broadband landscape in 2025 is certainly not your father's/mother's broadband business. We’ve seen Starlink partner with T-Mobile, advancements in fixed wireless technology, cable entities claiming a stake in the rural broadband space, others using predatory pricing supported by their scope and scale to compete in NTCA member markets and of course, new entrants into the broadband space enticed by federal funding opportunities.
But as a baseline, our friends at NRTC had some interesting data showing that internet service providers nationwide don't come out at the top of any Net Promoter Score (NPS) scale (in fact, they rate quite low—BUT, BUT, BUT—NTCA’s membership of community-based providers defy those statistics with a NPS of 51, falling into the great category.) Why? Years and years of investments in future-forward networks, connections with communities, an understanding of consumers' needs, an ability to stay nimble and a focus on the use of networks to build Smart Rural Communities.
So how can community-based providers use that good start to their advantage?
Without taking anything away from the amazing consumer-centric focus, there are many ways to think about efficiencies. Given that efficiency is a buzzword in Washington, D.C., these days, I took this presentation as an excuse to reach out to several CEOs whose work I admire to ask what they are doing on this front. I received a treasure trove of responses on everything from tips on managing workforce challenges and scheduling to using AI to streamline and anticipate customer needs and network issues. Additionally, I heard about interesting partnerships that are springing up. I heard about data center support, owning construction companies and even NTCA members building fixed wireless networks to help their fellow community-based providers fulfill service obligations. I loved reading the responses I received, all of which verified that this industry is in great hands as it moves into the future, particularly with this membership at the helm.
It all starts with understanding where you are on your journey and being strategic about where you want to go.