Jeremy Chelot, CEO, Netomnia and YouFibre, argues customer focus, fair pricing, and innovation are crucial pitstops on the roadmap to disruption for Internet Service Providers (ISPs)

In the rapidly evolving digital era, many traditional sectors, including banking, utilities, and FMCGs, have witnessed disruption. Brands like Monzo, Bulb, and Oatly have been catalysts for change with their consumer-centric, tech-oriented, and transparent pricing models. A similar renaissance is due in the telecom sector, particularly for ISPs.

Constructing an ISP that disrupts the market requires strategic insight, dedication to customer service, and the right business model. Guidance can be found in the paths paved by Monzo, Bulb, and Oatly.

The first lesson is prioritising the customer, exemplified by Monzo. Their customer-centric banking tools, accessible apps, efficient customer support, and empowering features, such as real-time transaction updates, and budgeting tools, form the blueprint.

An ISP can use this model to create an all-encompassing mobile application for potential and existing customers, where they can perform tasks like checking broadband speeds, reviewing data usage, and troubleshooting network issues. Incorporating AI and machine learning can further enhance the customer experience by forecasting needs and offering timely solutions.

Secondly, adopting transparent and fair pricing is essential. Bulb's straightforward pricing should inspire new ISPs. Fibre optic technology, due to its enhanced speed and reliability, naturally offers value to customers. By coupling this with a clear, uncomplicated pricing model, free of hidden charges, ISPs can transform their public perception. The aim should be not just matching competitors but providing top-tier broadband services at honest prices.

Innovation is the third cornerstone. As Oatly transformed the dairy industry, ISPs can also innovate beyond technology. Partnerships with content or mobile providers for exclusive deals, proprietary tech for network performance, or even blockchain for secure transactions, all offer unique opportunities.

Capitalising on the superior speed, reliability, and scalability offered by new fibre infrastructure is also crucial. It can meet the increasing demand for high-speed internet for streaming, gaming, and remote working.

Marketing strategies should emphasise the current pain points of poor customer service, hidden charges, and unreliable connections, highlighting how your ISP solves these issues. Collaborations with local businesses for promotional offers and with digital influencers can boost your online presence. Don't overlook the power of referrals; happy customers can be potent ambassadors.

In summary, customer focus, innovation, and strategic disruption are key to leveraging a new fibre infrastructure. An ISP embodying these traits not only benefits the customers but can also carve out a sustainably competitive niche. As the telecoms sector stands at the cusp of disruption, a forward-thinking, value-centric ISP might be the trigger it needs.