We will explore how the accelerated software development has allowed smaller ISPs to deliver end-to-end customer experiences as comprehensive as those from incumbents. It's easier than ever to profitably deploy mobile, security, managed wi-fi, and even TV/video to your customers. Understanding how your customers are actually using your product allows you to position yourself right where they are- making calls, streaming video, connecting to meetings, and more. The best part about this is that you are not only making money, but you are also positioning your brand where customers can see it and your core product is working at its best.