Sunny Side Up

In this episode of OnBase, host Chris Moody talks with Scott Neuman, VP of Marketing at Calix, about how broadband providers can move beyond competing on price and speed to deliver personalized, value-driven experiences. Scott shares lessons from his career in advertising, IBM, and Calix, highlighting how data, AI, and “campaigns in a box” empower even small teams to succeed. From proactive customer touchpoints to unconventional ideas like “grandparent gamer” packages, this episode offers practical strategies for redefining marketing in broadband and beyond.Key TakeawaysDon’t Compete on Price & Speed Alone: Broadband must shift from commodity marketing to value-driven offerings like parental controls, security, and ease of use.Positive Touchpoints Matter: Most subscriber interactions are negative (billing, outages). Providers must create proactive, goodwill-building moments.AI + Data = Competitive Advantage: Data-driven insights enable micro-segmentation, predictive problem solving, and tailored offerings