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Rural ISPs need to make sure their customers understand the value they’re getting from fiber connectivity, says one rural broadband expert.

By Brad Randall, Broadband Communities

It has never been more important for second and third tier internet service providers (ISPs) to educate their customers about the value they bring to the table in communities.

That’s according to Curtis Dean, the executive director of CBAN, the Community Broadband Action Network.

“We as small, local providers need to do a much better job of making sure our customers understand the value that we bring to them,” he said on Beyond the Cable.

He said cheaper bundled service options from larger providers will additionally continue to tempt many smaller ISP subscribers to switch.

Dean also says that while no technology threatens fiber’s performance, he remains worried that bundling and race-to-the-bottom pricing will drive churn and bleed subscribers away from the footprints of smaller fiber networks.

Listen to the full interview with Curtis Dean on Apple Podcasts

Value brought by fiber broadband to rural communities will also be a leading topic of discussion at Broadband Communities Summit 2026.

A panel discussing how rural broadband providers can use esports to demonstrate the real-world value of high-speed connectivity in their communities will kick off on August 26, at 2:10 p.m., featuring names from NTCA-The Rural Broadband Association, Paul Bunyan Communications, and the London Independent School District in Texas.

“Esports ecosystems cultivate in-demand tech skills – and providers are uniquely positioned to support these pathways for young people,” the panel’s description reads.

Act now. Book your tickets to the Summit by midnight, July 3 and get 50%.

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