Case Study: ISP Achieves Rapid Market Penetration with E-Band

Case Study: ISP Achieves Rapid Market Penetration with E-Band

Growth-focused ISPs know that fast friction-free 5G network expansion into new cities and neighborhoods directly impacts their ability to add customers and capture market share quickly. ISPs focused on urban areas densely packed with Multi-Dwelling Units (MDUs) like apartment buildings, condominium towers, and corporate office complexes face a unique set of deployment challenges and business rewards. Providing high-quality 5G internet service to an enormous number of customers in such a compact area requires innovative connectivity solutions.

The key to ISP business success lies in deploying new network coverage quickly, cost-effectively, and efficiently. A major challenge in this pursuit is infrastructure deployment, particularly when considering fiber versus wireless solutions for delivering connectivity to these Multi-Dwelling Units (MDUs).

Historical Reliance on Fiber: A Double-Edged Sword

Traditionally, fiber has been the gold standard for delivering high-speed internet. Its ability to provide stable, high-capacity connectivity has made it the go-to choice for ISPs for decades. However, deploying fiber in bustling urban environments presents significant challenges. The process of trenching and laying fiber cables is not only time-consuming but also exorbitantly expensive. According to recent studies, the cost of laying fiber can easily reach $100K per mile in dense urban areas. Moreover, securing the necessary permits to dig up city streets can add budget-draining delays to deployment plans, driving up CAPEX costs.

As ISPs aim to penetrate new markets quickly, these obstacles make fiber a less attractive option. The need for a more agile, cost-efficient solution has led to the rise of wireless alternatives, particularly E-band technology.

The Emergence of E-Band: A Paradigm Shift in Connectivity

E-band wireless technology has emerged as a game-changer for ISPs looking to expand their networks rapidly without the prohibitive costs and complexities associated with fiber deployment. E-band solutions, such as Ceragon's, deliver multi-gigabit speeds wirelessly, making them ideal for urban deployments.

Wireless links, including microwave, millimeter wave, and multi-band solutions, offer several advantages over traditional fiber. They can be installed at a fraction of the cost-sometimes as low as 1/10th of fiber deployment-and can be operational within days, bypassing lengthy permitting processes. This rapid deployment capability allows ISPs to enter new markets swiftly and start serving customers almost immediately.

Moreover, E-band solutions offer unparalleled flexibility. They can be easily relocated to meet evolving network traffic demands, and their scalability ensures that ISPs can expand their networks without incurring substantial additional costs. This adaptability is crucial in urban environments, where traffic patterns can change frequently.

A Major US ISP's Strategic Shift to E-Band

A leading American ISP, well-known for its high-speed broadband services, faced the daunting task of entering new markets with aggressive growth goals. Their target areas were primarily urban centers with a high concentration of MDUs. The ISP recognized that deploying fiber in these dense urban areas was neither time-efficient nor cost-effective. Instead, they turned to Siklu by Ceragon's wireless E-band solutions to meet their objectives.

Having already established a trusted partnership spanning more than half a decade, the ISP decided to scale up its use of Ceragon's E-band technology. Previously deploying several hundred new E-band radios annually, they set an ambitious target to install nearly 1,000 new 10 Gbps radios in 2024. This strategic investment enabled them to reduce their deployment capital expenditure (CAPEX) while accelerating their Time-to-Market (TTM).

The collaboration focused on designing and implementing a repeatable deployment process that could be applied across multiple cities and neighborhoods. By opting for quick setup E-band radios over fiber installations, the ISP bypassed the lengthy permitting processes, allowing for rapid market penetration. This approach not only sped up their entry into new markets but also ensured superior internet services for a broader customer base in MDUs.

Future-Friendly Flexibility: The Business Edge of E-Band

Building on their success, the ISP and Ceragon continue to push the boundaries of wireless connectivity. Ongoing field tests of Ceragon's next-generation 20 Gbps E-band solution have shown promising results. These advancements, coupled with Ceragon's live demonstrations of their 100 Gbps solution at this year's Mobile World Congress (MWC), align perfectly with the ISP's strategy to maintain market dominance by offering the highest capacity internet connectivity.

The shared vision for innovation between the ISP and Ceragon underscores a commitment to developing cutting-edge solutions that enable business growth and community connectivity. As millimeter wave, microwave, and multi-band solutions gain popularity and adoption, Ceragon remains at the forefront of delivering technologies that meet the evolving needs of ISPs.

ISPs must navigate numerous challenges to achieve rapid market penetration and customer acquisition, particularly in urban areas with MDUs. The historical reliance on fiber, while effective, is fraught with deployment challenges that can hinder growth. E-band wireless technology offers a compelling alternative, providing lower costs, faster deployment, and greater flexibility. As the telecommunications industry continues to evolve, the strategic shift to E-band wireless technology represents a forward-thinking approach to meeting the demands of modern connectivity.

Read the full case study to learn more about how a leading US ISP used Ceragon E-band solutions to streamline their urban deployment and capture greater market share.