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MAY-JUNE 2013 SPECIAL BUYERS the Magazine GUIDE of Rural Telco PULLOUT Management

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MAY-JUNE 2013 SPECIAL BUYERS the Magazine GUIDE of Rural Telco PULLOUT Management MAY-JUNE 2013 SPECIAL BUYERS The Magazine GUIDE of Rural Telco PULLOUT Management PACKAGING POWER! HOW TO 18 HOOK Optimize Your CUSTOMERS Website for the Mobile User AND REEL 24 How Social ‘EM IN Media Is Changing Telco Disaster Response 28 Are Prepaid Calling Cards Going the Way of the Pay Phone? RTMay-June2013.FINAL_cc.indd 1 44/25/13/25/13 12:34 PM INNOVATIVE AD PAGE 2 RTMay-June2013.FINAL_cc.indd 2 44/25/13/25/13 12:34 PM At Finley, we put integrity into everything we do. Our 96 percent client satisfaction rating is proof of how we work, and our 60 years of experience in engineering consulting gives us a wide range of knowledge in your industry. Most importantly, when the job is done, our on-time, on-budget promise upholds our good reputation, as well as yours. fecinc.com “WHEN ALL WAS SAID AND DONE, FINLEY WHAT WAS AD SAID, WAS PAGE 3 DONE.” John Klatt President/CEO Lakeland Communications INTEGRITY INTO EVERYTHING RTMay-June2013.FINAL_cc.indd 3 44/25/13/25/13 12:34 PM In Every Issue 6 FROM THE EDITOR 8 SHORT TAKES 10 CONNECTIONS Welcome to the New NTCA By Shirley Bloomfield 12 PERSPECTIVE The Telephone: Where Technology Meets Marketing By Marci Hefley 35 ADVERTISERS INDEX 14 COMMUNITY HEARTBEAT 42 Packaging Power! How to Hook Customers Departments and Reel ’Em In 32 BUSINESS MATTERS By Tennille Shields In-House Partnerships in a How can a technology provider entice new customers who Marketing-Driven Company may be reluctant to spend money on new services, or get By Todd Crandall existing customers to upgrade? Some rural telcos have found that it all comes down to strategic marketing and how 37 EXCHANGE NEW! they package their services. Nemont Telephone Takes Its ILLUSTRATION BY LASZLO KUBINYI Message ‘On the Road’ By Tennille Shields McDonough Dials Up Broadband By Tennille Shields MORE ONLINE NOW AT Committee Update ruraltelecom.org Making Your Internet Service > Hooking Your Staff on Services Unique, Better and Special > Rolling Out New Products By Brigham Griffin > Exclusive Online Articles > Subscription Information Publisher: NTCA–The Rural NTCA’s Mission: NTCA–The Rural Broadband Broadband Association Association, an association of small, rural, Chief Executive Officer: community-based communications providers, is Shirley Bloomfield, [email protected] dedicated to improving the quality of life in rural Director of Communications: communities through the advocacy of broadband Rural Telecom (ISSN: 0744-2548) Wendy Mann, [email protected] and other advanced communications infrastruc- May•June 2013 Managing Editor: ture and services. Bimonthly, Vol. 32, No. 3 Christian Hamaker, [email protected] NTCA represents nearly 900 independent, Subscriptions to Rural Telecom are $35 for NTCA– Senior Writer/Editor: community-based telecommunications The Rural Broadband Association members; $135 Tennille Shields, [email protected] companies that are leading innovation in rural for nonmembers. To order or for questions about a Advertising: and small-town America. Our readers are the current subscription, email [email protected]. Lisa Freedman, [email protected] managers, directors, attorneys and key Graphic Design by Ferro+Ferro Graphic Change of address should include recent mailing employees of these telephone companies as well Communication, Arlington, Va. label and new address with ZIP code. as consultants, government officials and tele- Printed by Colorcraft, Sterling, Va. communications experts. 4121 Wilson Boulevard, Tenth Floor, Rural Telecom, established in 1981, is the bi- Arlington, VA 22203 monthly magazine published by NTCA–The Rural Phone: 703-351-2000, Fax: 703-351-2001 Broadband Association, a nonprofit, cooperative Email address: [email protected] corporation formed in 1954 under the laws of the Website address: www.ntca.org District of Columbia. RTMay-June2013.FINAL_cc.indd 4 44/30/13/30/13 1:20 PM Features Optimize Your Website for the Mobile User 18 By Anna Henry Whether you operate a mobile phone service or not, people seeking out your company may do so via devices like smartphones and tablets. But if you think your website suffices to meet their needs, think again. Your success with mobile cus- tomers depends on a mobile optimization strategy. 24 How Social Media Is Changing Telco Disaster Response By Jonah Arellano Just as the world has taken to social media to communicate information during times of natural disasters and emergencies, so have rural telcos. Whether they’re tweeting about service outages, providing storm updates via Facebook, or dis- cussing community news and events on LinkedIn, independent telcos have made social media integral to their disaster-response communications. 28 Are Prepaid Calling Cards Going the Way of the Pay Phone? By Rachel Brown Prepaid landline calling cards are on the decline, particularly those for domestic calls. The reason? The availability of free or unlimited long-distance calling plans on both landlines and cellphones. However, there remains one competitive area for prepaid calling cards. How can telcos capitalize on that growing industry segment? Buyers Guide >> Find the products and services you need in our annual pullout guide, covering ad insertion/sales, billing, broadband services, cable markers and marking tapes, cloud computing/managed services, electronic programming guides, engineering, equipment, finance, insurance, IPTV/Video services, law, network services/long- distance, operations software, print/digital directory publishing and wireless. NTCA Board of Directors, General Counsel Commercial Company Advisers and Chief Executive Officer Loren Duerksen, Kevin Hranicka Co-Presidents: Rhonda Armstrong, Terry Force General Counsel Don Richards Vice President: Donald D. Miller Editorial, advertising and subscription offices: Chief Executive Officer Shirley Bloomfield Secretary-Treasurer: Ronald J. Laudner Jr. Periodicals postage is paid at Arlington, Va., The Editorial Purpose of Rural Telecom is and at additional mailing offi ces. Postmaster, Regional Directors threefold: to inform readers of public policy send address changes to “Rural Telecom,” Region 1: James Kail, Allen Russ, R. Craig Smith issues affecting the industry; to provide insight 4121 Wilson Boulevard, Suite 1000, Arlington, Region 2: Larry Windham on developing businesses and technology; and to VA 22203-1801. Region 3: Gregory A. Hale share expertise and experience on management, Region 4: James M. Dauby marketing and customer service. It is illegal under federal law to send facsimile Region 5: Doug Boone, Ronald J. Laudner Jr. advertisements without first obtaining the Donald D. Miller Invitation to Contributors—Please email express written consent of all recipients. The Region 6: Robert J. DeBroux, Paul Schuetzler ([email protected]) or fax (703-351-2088) an inclusion of fax numbers any place in this Region 7: Benjamin Foster, Terry Force, outline of a proposed article to the managing editor. publication does not mean that consent has Catherine Moyer All articles should be prepared according to our been given to receive facsimile advertisements. Region 8: Tom Young writer’s guidelines, available on NTCA’s website. Region 9: Rhonda Armstrong, Mitchell A. Moore Statements of Opinion and Fact are the Region 10: Godfrey Enjady, Mark Gailey, individual views of the authors and not necessar- Sandy Vandevender ily the positions of NTCA, its officers, directors, members or staff. © 2013 NTCA–The Rural Broadband Association RTMay-June2013.FINAL_cc.indd 5 44/30/13/30/13 1:20 PM Cheating on My Best Friends I love books. Growing up in rural Pennsylvania, my life and world were book on my bookshelf. I turned my back greatly expanded through books. Reading broadened my knowledge, on every character and story I had but it also gave me a sense of the world outside my little town. I’ve sworn to love and pay homage to. I always loved a good story. A good story takes you places you may downloaded a novella onto my iPad never see and opens your eyes to experiences that you may never and read it. have. A good book was my best friend many a late night during my The earth did not end. My brain did teenage years. not explode. But I did experience a I recall the great adventures of the historic romance novels that filled gnawing guilt over betraying my books. my head. It was the suspense of a crime thriller that would get my heart I felt good that it was just a novella and pumping and cause me to get suspicious of every bump in the night. not a full-blown book, but the outcome Then there were the many novels of life in the 1960s and ’70s that was the same: guilt. recall those radical times. Each story and character was brought However, I am a realist. The world has to life in my mind through reading. For me, true joy has changed, whether I am with it or not. Many always been a good book in hand. And I mean that literally. of you are already reading on your Over the years, I’ve read many books that have touched iPads. I see you at meetings and events my heart and soul. I keep them because each one reminds reading news, sports and all types of me of a time and place in my life that I can look back on things on your mobile devices. To meet fondly, or helps me recall how that book kept me sane during your growing need for on-demand, a tough time. online content, Rural Telecom magazine You may think this is silly, but for me, a book in my hand is is launching a digital edition with this like a calming presence. The feel and touch of the cover, the smooth- issue. Enjoy this new way to access our ness of the pages, the smell of the book when you crack it open. All of content and meet your needs for rural these aspects fill my senses when I’m with my books.
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