Cablefax The Magazine - July 2015 - 9

2015 Top Ops Awards
MSO PRODUCT LAUNCH OF THE YEAR
The Freewheel Launch
Cablevision Systems Corp.
Since launching its low-cost, WiFi-exclusive phone service dubbed
Freewheel, Cablevision has turned up solid returns and is making
big waves across the industry.
" Cablevision was an early believer in WiFi, and we started to build our
WiFi network in 2007, just as the fi rst smartphones were being introduced, "
says Cablevision COO Kristin Dolan. " A product like Freewheel
not only capitalizes on Optimum WiFi, it enhances the value perception
among consumers around this highly utilized network. "
The New York metro area's predominant MSO launched Freewheel
nationwide on Feb. 5. Available through Freewheel.com, the service
provides unlimited data, talk and text through a Motorola Moto G
smartphone connecting to a WiFi network. The fi rst all-WiFi service
introduced by a cable operator, Cablevision principally positions
Freewheel as a next-gen connectivity offering that provides a faster
data experience than higher-priced and slower cellular service.
The service functions anywhere around the globe where WiFi is accessible
and automatically connects to Cablevision's Optimum WiFi
network of more than 1 million hotspots available across the New
York tri-state area.
The MSO began building its Optimum WiFi network in highly traffi
cked areas like parks, main streets, sporting arenas and local
businesses, even forming strategic partnerships with various local
communities, park systems and transportation agencies. To that
end, Cablevision has a public-private partnership with NJ Transit
under which high-speed wireless has been deployed at more than
60 rail stations, while subsequent phases of the project will bring
it to rail cars.
Cablevision's WiFi innovation spurred other cable operators to
build out their own WiFi networks within their service areas. Those
efforts have resulted in the Cable WiFi consortium, a collaboration
between Cablevision, Bright House Networks, Cox Communications,
Time Warner Cable and Comcast enabling MSO's high-speed
Internet customers to roam across the partner networks. In New
York City, Cablevision teamed with Time Warner Cable to provide
WiFi in 32 parks.
" Today, more than 80% of all Freewheel accounts are sold to
Optimum three product customers, " says Dolan. " We've also seen a
good response from customers using Freewheel outside of the U.S.
as an international product. "
In addition to a major ad campaign at launch, Cablevision " most
recently supplemented that campaign with longer form TV spots
that highlight the value of Freewheel with specifi c use cases, such
as fi rst devices for kids or as an upgrade from a legacy fl ip phone, "
Cablefax: The Magazine
July 2015
says Dolan, noting that Freewheel is also being sold as part of " a
new multi-product package targeted at cord cutters. "
Cablevision supplemented its advertising efforts with extensive
outreach efforts, including social media and a Feb. 4 launch event
at the Gramercy Park Hotel in Manhattan, where celebrities and
infl uencers engaged in demonstrations and a Freewheel-themed
photo booth, and attendees received phones and one-year of service
as parting gifts.
All told, the Freewheel media launch campaign generated some
1,200 news stories, which generated 2.6 billion impressions, and
a total publicity value of $2.2 million. More important than the buzz
and build-up, subscribers have been Freewheeling, with Dolan
noting that Freewheel users are making and receiving more than 20
calls per week and sending or receiving nearly 70 text messages.
Looking ahead, Freewheel may expand its reach. The MSO is developing
a Freewheel app that could bow before year-end.
- Mike Reynolds
FAST FACTS
Fast Facts
uCablevision introduced Freewheel, cable's first WiFi
phone service, on Feb 5 through Freewheel.com.
uThe service is available for $9.95 to Optimum Online
subscribers or $29.95 to non-Cablevision customers.
uOffering unlimited data, talk and text, Freewheel
works with Motorola Moto G smartphone that connects
to a WiFi network.
cablefaxmag.com
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http://www.Freewheel.com http://www.Freewheel.com http://www.cablefaxmag.com
Cablefax The Magazine - July 2015

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