Direct Communications Competitors

Part
01
of four
Part
01

Direct Communications Competitors, Part 1

We have identified CTC Telecom as a competitor of Direct Communications in Idaho. Both of the companies provide internet, phone, and TV services. While Direct Communications provides internet services with speed up to 250 Mbps, CTC Telecom provides internet speed up to 1 GB. More information on the topic has been presented in the attached spreadsheet.

COMPETITIVE LANDSCAPE

  • Direct Communications provides internet services ranging from 50 Mbps to 250 Mbps. However, CTC Telecom provides internet services ranging from 20 Mbps to 1 GB.
  • Some companies in Idaho that are the customers of Direct Communications include J&J Autobody and Nouveau Medspa and Salon. Similarly, some companies in Idaho that are the customers of CTC Telecom include Boise Family Dental Care and Maz-Tech Automotive.
  • The areas of Idaho where Direct Communications currently serves are Aberdeen, American Falls, Arbon, Arimo, Bancroft, Basalt, Bern, Blackfoot, Bloomington, Burley, Clifton, Dayton, Declo, Dingle, Downey, Dubois, Firth, Fish Haven, Franklin, Geneva, Georgetown, Grace, Hamer, Holbrook, Idaho Falls, Inkom, Irwin, Lava Hot Springs, Mccammon, Menan, Monteview, Montpelier, Paris, Pingree, Pocatello, Preston, Rexburg, Rigby, Roberts, Rockland, Saint Charles, Shelley, Soda Springs, Spencer, Springfield, Swanlake, Terreton, Thatcher, Ucon, and Weston.
  • The cities in Idaho that CTC Telecom is targeting, or the cities where the company currently serves are Boise, Meridian, Star, Kuna, Cambridge, Council, Cuprum, Bear, Indian Valley, and Lowman.
  • More details into the competitive landscape can be accessed in the attached spreadsheet.

Research strategy

your research team applied the following research strategies:

We started the research by searching for the competitor of Direct Communications in Idaho. We conducted a search for a company with services similar to Direct Communications. We were able to find a number of telecommunication companies by using this strategy. Thereafter, we narrowed the search down to the companies that operate in Idaho. Finally, we filtered the companies with respect to their services and availability of information. In this way, we identified CTC Telecom as a competitor of Direct Communications.

Most of the information required for this research was compiled from the official websites of CTC Telecom and Direct Communications. However, there was very limited information on the target demographics of the companies on their websites. Therefore, we searched for their respective social media websites and extracted the required information. We have also added some major posts of Direct Communications in a Google Doc for easier accessibility. In this way, we were able to find the demographic information of the customers of the companies. The pricing details of the business packages of the companies have also not been publicly listed on their website. Instead, they have arranged a form for businesses on their respective websites through which the businesses can contact the company and explain their needs. The pricing details are then provided to the businesses. The operating areas of Direct Communications were not publicly available on their official website. The website requires a user to input the zip code of an area to check if their services are available there. They don''t list their operating areas. Therefore, we used another source that might not be as credible as the official website.

Similarly, the information regarding the operating areas of CTC Telecom has also been added as a map-screenshot in the attached Google Doc. During the research, we came across all the latest social media posts, press releases, and blog articles of the companies. Therefore, we were able to determine that the companies have not planned any kind of expansion in Idaho. We could conclude that because there were no posts pertaining to their respective expansions. Hence, we were able to present all the information required for this research.
Part
02
of four
Part
02

Direct Communications Competitors, Part 2

CenturyLink, Inc. and Cable One are communication companies that offer various services ranging from broadband, network access, and video services. While CenturyLink has its headquarters located in Monroe, Louisiana, Cable One is headquartered in Phoenix, Arizona. Details of the two companies have been compiled in 1-7, columns E-F on the attached spreadsheet.

CenturyLink

Company overview

  • Founded in 1968, CenturyLink Inc. remains one of the top integrated communication companies in the US that offer communication services including voice and network access, private line access, broadband, public access, data, collocation, cloud hosting, and video services.
  • In addition, the company provides managed network and cyber security services to IT companies and other businesses.
  • CenturyLink currently serves over 60 states, with its intense focus on ensuring that every consumer has an excellent experience.

Company headquarters

The company has its headquarters in Monroe, Louisiana.

Target geographic area

  • In Idaho, CenturyLink serves customers who are located in Boise, Caldwell, Idaho Falls, Meridian, and Nampa. The services offered to these regions have similar pricing rates as other regions.

Target demographics

  • Overall, CenturyLink serves individuals, households, small business, and enterprises in Idaho. The company offers internet bundles, TV services, home Wi-Fi connections, and home phones to families. It also targets small businesses where it is able to supply business bundles, internet, phones, business TV, and cloud applications.

Offerings

  • CenturyLink has different internet service plans with the highest speed up to 140 Mbps. The three home internet plans include:
-Up to 20 Mbps: $45 per month
-Up to 40-80 Mbps: $45-$55 per month
-Up to 100-140 Mbps: $55-$65 per month

Cable One

Company overview

  • Founded in 1997, Cable One Inc. remains the seventh largest cable companies in the US with over 800,000 customers across 21 states.
  • The company offers several products including residential video services, voice services, residential data services, advertising, and business services.
  • Cable One's video services range from basic video services to digital access with over 100 channels.

Company headquarters

Target geographic area

Target demographics

Offerings

Cable One’s unlimited data bundles start at $45 per month, depending on the services subscribed. The company offers its unlimited data services in three tiers:
Part
03
of four
Part
03

Direct Communications Competitors, Part 3

While Direct Communications is the first telecommunication company that provided "high-speed Fiber" to the people in southeast Idaho, CTC Telecom is among the very few companies that offer 1 GB Internet service. Both telecommunication companies actively market their services on Facebook. More information on the topic has been presented in the attached spreadsheet.

Competitive advantages and online marketing tactics

  • Direct Communications is the first telecommunication company to offer satellite in southeast Idaho, and they are expanding their fiber network very rapidly and responsively. On the other hand, some unique features of CTC Telecom include the "custom calling features like Caller ID and voice mail and options that include distinctive ring, anonymous call rejection, and home intercom."
  • While the website of Direct Communication has not been very active for marketing purposes, the website or blog of CTC Telecom has been very active in presenting the stories of their consumers and announcing the "customer of the month".
  • Direct Communications don't use specific taglines in their posts. On their Facebook posts, they mostly express the happiness of gaining new customers and donating funds.
  • CTC Telecom's Facebook page promotes its services. They also announce their "customer of the month" through their Facebook page.
  • More information on the competitive landscape of the two companies has been presented in the attached spreadsheet.

Research strategy

your research team applied the following research strategies:

We started the research by searching across the official websites of Direct Communications and CTC Telecom for information on the competitive advantages of the respective companies. Therefore, we were able to identify the competitive advantages and unique features of the two companies from their respective websites. Thereafter, we started looking for useful information on the digital presence of the two companies. First, we searched for all the available social media accounts of the respective companies. We found that the two companies are very active on Facebook as compared to their other social media accounts. We properly studied their posts on Facebook, Twitter, and Instagram. We then took screenshots of the relevant posts of Direct Communications and attached them in the following Google Doc. Similarly, we have included important links to the posts in the attached spreadsheet.

Thereafter, we looked for any possible marketing efforts made through their respective websites. While Direct Communications has not posted marketing articles on its website since May 31, 2018, we found that CTC Telecom actively markets itself through its official website. In this way, we were able to gather all the information required to complete this research.
Part
04
of four
Part
04

Direct Communications Competitors, Part 4

We found information about competitive advantages and digital marketing presence for both CenturyLink and Cable ONE, but we couldn't find involved updates to the companies' websites or Idaho-specific social media platforms (we included the companies' main social media platforms as a proxy). All requested information that we could find is included in the attached spreadsheet. Below are our research findings about the companies, followed by an explanation of our research strategies.

CENTURYLINK

1. COMPETITIVE ADVANTAGES

  • CenturyLink provides several competitive advantages to customers in Idaho for its telecom services. The first competitive advantage is that the company offers "blazing fast-speed internet."
  • The second competitive advantage is that the company offers "24/7 technical support and internet security" via its offering called Centurylink@Ease.
  • The third competitive advantage is the quantity of bandwidth the company offers to customers, which is sufficient for customers to do online gaming, podcast/music downloads, and stream television and movies "without sacrificing [internet] performance."
  • The fourth competitive advantage is the fact that the company offers "the latest modems and routers" to its customers so that customers can enjoy secure and fast internet connectivity.

2. DIGITAL MARKETING presence

A. WEBSITE MAINTENANCE

  • There is no way to tell whether the company's Idaho website is regularly updated because there is no time-stamped content whatsoever on that website.

B. SOCIAL MEDIA PLATFORMS

  • The social media platforms that the company uses are Facebook, Twitter, Instagram, Linkedin, and YouTube.
  • Facebook is primarily used to communicate important information to customers, such as service outage updates. However, there is also some content about corporate social responsibility efforts and general fun information such as team outings.
  • Twitter is primarily used to discuss technological advancements the company is offering/pursuing and to let people know when the company is at various industry events.
  • Instagram is hardly used at all, as there are seven total posts. Those few posts include photos such as ones showing the company's offices.
  • Linkedin is primarily used to discuss technological advancements involving/impacting the company, the company's attendance at industry events, and to share company news such as awards received.
  • Lastly, YouTube is used to discuss the latest trends, share conversations with experts at industry events, discuss product features, and tell personal stories.

C. MESSAGING & CONTENT

  • The company's messaging centers around four main concepts: fast internet, consistent pricing, reliable internet, and secure internet.
  • First, regarding the internet speed, the company states that it offers "blazing fast-speed internet." The company also uses the following taglines: (1) "High-Speed Internet in Idaho is Here!" (2) "Fast Internet Speeds Available Near You!" and (3) "Wireless Internet in Idaho with Fast In-Home WiFi."
  • Second, regarding consistent pricing, the company states that it offers a benefit called "price for life" which allows customers to "[k]eep . . . [their] Internet price as long as . . . [they] keep . . . [their] Price For Life plan."
  • The company also offers "no rate hikes" and no contracts for internet services. Further, the company offers bundling options that combine internet and television services, plus internet and phone services.
  • Third, regarding reliability, the company states that it offers "reliable in-home Wi-Fi."
  • Fourth, regarding security, the company explains that it provides "a secure wireless connection" that helps keep all smart home devices operating smoothly.
  • The content used on the website includes text and still photos. One of the photos is of a family and the other is of a woman working. Everyone in the photos looks happy.
  • The content is also segmented into blocks, some of which is divided and organized through the incorporation of different colors throughout the web page.
  • While there are links to content for Idaho's various regions (e.g. Caldwell), the information included in those links is the same as that for the main Idaho website.

D. LINKS TO EXAMPLES

  • This link is to the company's Idaho-specific website.
  • This link is to the company's Facebook platform.
  • This link is to the company's Twitter platform.
  • This link is to the company's Instagram platform.
  • This link is to the company's YouTube platform.

cable one

  • Cable One offers telecom services in six regions across Idaho, which are Boise, Idaho Falls, Lewiston, Nampa, Pontacello, and Twin Falls. Each web page contains some same, similar, and different content.
  • However, the social media platforms are not Idaho-specific.
  • With the exception of the social media platforms section below, we have included content compiled from the company's six Idaho region websites in order to provide an overall analysis of the company's Idaho telecom services.

1. Competitive advantages

  • The company's main competitive advantage is the fast internet speed that it offers throughout Idaho. That's because on each Idaho regional website, the main tagline is specifically about the fast internet speed offered. Those taglines are included in Section C below.
  • For each region in Idaho, the company positions itself as the provider that offers the fastest internet, which is thus its main competitive advantage.
  • The second competitive advantage is the company's recognition within the telecom industry from Google and Netflix.
  • Cable ONE stated that Netflix recognized it as "one of the top Internet Service Providers for delivering a great Netflix viewing experience."
  • Cable ONE also stated that Google "rat[ed] . . . [its] Internet service 'YouTube HD certified' because . . . [the company] make[s] it easy for . . . [customers] to watch all the YouTube videos . . . [they] like without having to sit through those annoying delays caused by buffering."
  • The third competitive advantage is the competitive pricing the company offers for its telecom services.
  • The fourth competitive advantage is the fact that the company offers "24/7 technical support."
  • Lastly, the fifth competitive advantage is the service flexibility the company offers through its no contract service plans.

2. digital marketing presence

a. website maintenance

  • For all of the Idaho regional websites, there was no way to tell whether those websites are regularly updated because there is no time-stamped content whatsoever on any of the websites.

b. social media platforms

  • The social media platforms that the company uses are Facebook, Twitter, Instagram, YouTube, and Linkedin. None of those platforms are Idaho-specific, but rather are the company's main platforms.
  • Facebook is used for a variety of purposes, including to post entertainment-related content, current happenings, company news, and new product launches.
  • Twitter is used for a variety of purposes, including to post about current happenings (such as Arbor Day), new job notifications at the company, promotional contests, and tech tips.
  • Instagram is primarily used to show that the company is actively involved in communities through posting photos of company employees at events and award ceremonies.
  • YouTube is used to share tech tips, show the company's volunteerism, and also includes videos in Spanish.
  • Linkedin is used for a variety of purposes, including to post motivational content, general business tips such as about advertising, company events, customer appreciation content, and celebratory content about holidays such as Easter plus other events.

c. messaging & content

d. links to examples

  • This link is to the company's Boise website.
  • This link is to the company's Idaho Falls website.
  • This link is to the company's Lewiston website.
  • This link is to the company's Nampa website.
  • This link is to the company's Pontacello website.
  • This link is to the company's Twin Falls website.
  • This link is to the company's Facebook page.
  • This link is to the company's Twitter page.
  • This link is to the company's Instagram.
  • This link is to the company's YouTube channel.
  • This link is to the company's Linkedin page.

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGY:

CenturyLink Research Strategy:
There were two data points we couldn't find information about for CenturyLink: Idaho-specific social media pages and whether the Idaho-specific website is regularly updated. With regard to the social media platforms, we looked for any Idaho-specific platforms using three strategies. First, we went to the company's Idaho-specific website to see if there were any social media icons/links included therein, which one might expect to see if the company had state-specific (for Idaho only) social media pages. However, there was no such information whatsoever. Second, we chatted with a virtual agent for CenturtyLink and asked if there are Idaho-specific social media pages, to which the agent said they had never heard of that.

As a third strategy, we directly analyzed the company's main social media pages to see if there were specific links to Idaho pages/services individually. However, there was no such information included, as all the information we saw applied to the company as a whole. Since there were no Idaho-specific social media platforms, we included information about and analysis of the company's general social media platforms as a proxy. The other data point we couldn't find information about is whether the company regularly updates its website. We were unable to make that determination because there is no time-stamped information included on the Idaho-specific website whatsoever. Thus, we couldn't implement two other strategies in an attempt to find that information for that reason.

Cable ONE Research Strategy:
As was explained above, Cable ONE has a website for each of the six regions in Idaho that it provides telecom services to. For some reason, none of the links worked properly herein, so we took screenshots of the content on each website and included those in a Google Doc for each Idaho region's website. There were two data points we couldn't find information about for Cable ONE: Idaho-specific social media pages and whether the Idaho-specific websites are regularly updated. With regard to the social media platforms, we checked each Idaho region's website for links/icons to social media platforms, which there were at the bottom of each website. We clicked on those social media links (e.g. to Facebook, Twitter, etc.) and they brought us to Cable ONE's main social media platforms. From that, we logically and reasonably inferred that the company does not have Idaho-specific social media platforms because if it did, those links would have been included on the Idaho-specific websites. Since those links were to the company's main social media platforms though, we instead included information about and analysis of the company's main social media platforms as a proxy.

Sources
Sources