Consumers take control: BroadJump gives users broadband installation authority

As broadband continues to heat the Internet access scene, self-installation capabilities are becoming key to a service provider's success.

BroadJump, one of the largest vendors of these self-installation solutions, recently signed deals with Sprint, Road Runner and MediaOne for its Virtual Truck services. Virtual Truck aims to help providers accelerate DSL deployment, retain customers and enhance services to generate more revenue. 3Com also has integrated the company's technology into its Cable Modem Termination System.

"Virtual Truck was specifically designed to solve the challenges associated with the first phase of broadband service deployment," said Kip McClanahan, BroadJump's president and CEO. "How do you manage acceleration of deployment and the cost associated with deployment and provide the consumer a seamless, pleasant experience?"

BroadJump's Virtual Truck Qualifier is customized for each provider and helps potential DSL subscribers determine if they are physically able to receive the service. Once approved for service, consumers can use the Virtual Truck Installer, which configures a PC for DSL use, installs applications, and creates new accounts and e-mail (see figure).

The virtual software reduces costs by eliminating the need for a technician and facilitates the use of retail modems. "Customers tell us within the first month of using the Virtual Truck product that they've done twice the number of installs that they typically do in one month," McClanahan said.

Built into the installation software is CorrectConnect, which sits on a user's desktop and provides new DSL users with quick answers to technical questions. It will turn a 20-minute phone call to the help desk into a 10-minute phone call, McClanahan said.

Providers can round out their offerings with BroadJump's Service Mediator. Together with Portal Software's Infranet platform, service providers can customize services and pricing plans, develop pricing models for value-added services and provide real-time billing on demand. Together, the products allow providers to quickly introduce value-added services to subscribers.

BroadJump has been shipping Virtual Truck since July 1999 and has helped carriers turn up tens of thousands of subscribers every month, McClanahan said.

Impressed by the speed at which BroadJump's products allow it to turn up customers, Sprint implemented the platform for DSL deployment and self-installation earlier this month, said Jim Keller, Sprint's senior product manager for consumer markets and high-speed data.

"This gives us scalability that allows consumer - at the time they'd prefer - to do [the] installation," Keller said. "If we had to send installers out on every single installation, it would take 30 years as an industry to get us all installed."

The convenience of subscriber self-installation will give providers that offer the option an edge in the market, said Cynthia Brumfield, president of Broadband Intelligence.

"[Customers are] more likely to stick with their decision to buy, and they're happier if they don't have to wait," she said.

Self-installation is the ultimate goal of broadband service providers because it's expensive to dispatch technicians, Brumfield added. "It can cost $250 to $500 for a difficult connection," she said. "Most broadband service providers charge $100 to $150 for installation, and they're giving away installs at no charge. It's a lot of money."

But providers likely would be surprised to learn that some customers still place great importance on seeing a technician, she noted. Without technician visits, carriers will lose one of their only sources of face-to-face contact with customers.

"People like people," Brumfield said. "They like to see human beings."