How Campaigns Help Wholesale Operators Increase Take-Up Rates

For wholesale network operators, profitability depends on take-up rates. Building fiber infrastructure is just the beginning—the challenge is getting customers connected. While wholesale operators own the network, they lack direct customer relationships to drive adoption. By creating targeted campaigns that incentivize Retail Service Providers to promote your network in specific areas, you can dramatically increase take-up rates and transform underperforming regions into revenue-generating success stories.

The Take-Up Rate Challenge

Every wholesale operator faces the same challenge: maximizing return on infrastructure investment. Unlike retail operators who market directly to customers, wholesale operators work through Retail Service Providers. You need to motivate Service Providers to prioritize your network and drive customer acquisition where uptake is lagging. Service Providers have established customer relationships, experienced sales teams, and proven marketing capabilities—the key is creating the right incentives.

Why Campaigns Work

Campaigns create focused incentives precisely where needed. Rather than blanket discounts that erode margins, you target specific neighborhoods with low take-up rates. Time-limited campaigns with reduced wholesale pricing give Service Providers compelling reasons to invest marketing resources. They offer better retail pricing while maintaining healthy margins. This leverages existing Service Provider sales infrastructure without requiring massive in-house teams.

Campaign Mechanics

Successful campaigns require planning: which products to include, geographic scope, pricing, time limits, and Service Provider eligibility. Most operators face market neutrality requirements, offering campaigns equally to all Service Providers. Campaign pricing typically includes reduced start fees and discounted periodic fees—for example, 50% off connection charges and 30% off monthly charges for six months, then automatic reversion to standard rates.

Netadmin's Campaign Automation

Netadmin allows you to model campaigns directly on products and bundles, defining parameters including geographic scope, eligible Service Providers, pricing, and duration. The platform's most powerful feature is automatic campaign expiration handling—when a campaign period ends, Netadmin seamlessly switches to standard pricing without manual intervention. This eliminates administrative burden, freeing your team for strategic initiatives.

Geographic Targeting

Netadmin's network modeling allows campaigns for any scope—from broad regions to specific streets. You might have excellent urban take-up but suburban struggles. Create highly targeted campaigns without affecting pricing where campaigns aren't needed.

Billing Integration

Netadmin's Billing Add-on handles campaign pricing complexity. When Service Providers order campaign products, the system generates appropriate billing items that flow through reporting and integrate with external invoicing. As campaigns progress, Netadmin tracks duration and generates new billing items when campaigns expire, ensuring accuracy across thousands of orders.

Real-World Impact

Increasing take-up rates through campaigns represents the lowest-hanging fruit for improving profitability. Consider an operator with 100,000 homes passed and 40% take-up. Targeted campaigns increasing take-up to 50% means 10,000 additional connections—potentially millions in additional annual revenue without building new infrastructure.

Conclusion

Campaigns represent one of the most effective tools for maximizing take-up rates, allowing you to strategically incentivize Service Provider partners where it's needed most. Success requires efficient, automated, transparent campaign management. Netadmin automates campaign lifecycle management from setup through billing to automatic expiration. By leveraging Service Provider sales power through well-designed campaigns, you dramatically increase take-up rates without massive internal investment. The lowest-hanging fruit is homes and businesses already passed by your fiber but not yet connected. Campaigns provide a proven, scalable way to convert prospects into customers. Netadmin is ready to help you implement this efficiently, automatically, and flawlessly.

Related links

Wholesale

Service Provider Portal

Billing