Taking on Verizon and Comcast isn't a easy task especially if you are just a little guy. RCN, battling giants 30 times their size, are trying to carve their own niche by offering customer service and voice, video and high-speed Internet service bundles.
Peter D. Aquino's company hopes that by offering more appealing prices and better service they can go up against the big Telecom companies and offer what the "slow incumbents and monopolies" can't, according to this WashingtonPost article.
It won't be easy for this company, which has already slashed debt from it's early 1990's beginning with a bankruptcy in 2004. They hope to fight with a marketing strategy that would "hook and pull" new customers by attracting them with a single product -- phone, cable TV or Internet service -- and then gradually trying to sell them two or three products. At the end of the first quarter, the company had 67.4 percent of its customers signed up for two or more products. Its average monthly revenue per customer was $106, which analysts said was among the highest in the industry.
Read the full WashingtonPost article here.
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