Windstream 2012 Annual Report Download - page 68

6
Wholesale
We provide switched access services to long-distance companies and other local exchange carriers for access to our network in
connection with the completion of long-distance calls. We also receive compensation from wireless and other local exchange
carriers for the use of our facilities.
Certain Universal Service Fund ("USF") revenues are also included in our wholesale revenues. In addition, we supplement our
business services with wholesale offerings of voice and data carrier services to other communications providers and to larger-
scale purchasers of network capacity.
Other
Other revenues include USF surcharges and other costs passed through to our customers, certain consumer revenues in areas
where we no longer offer new service, and other miscellaneous revenue streams.
SALES AND MARKETING
In order to best serve our customers, we have separate, dedicated business and consumer sales and marketing organizations.
Business Sales and Marketing
Our business sales and marketing team leads the Company's development and implementation of smart solutions and
personalized service to our customers. Our business sales organization is extensive, including over 200 business sales offices
throughout the United States and 2,701 sales employees focused on meeting the needs of our business customers. Our sales and
marketing approach is supported by our wide array of products and services delivered over our extensive fiber transport
network, leveraging other providers where necessary.
Business sales and service are conducted through:
• the direct sales force, which accounts for the majority of our new sales;
• our account management team, who also supports existing customers by advising and assisting them with their
communications needs;
• our business call centers, which provide customer service and also generate new sales and upgrades;
• our indirect sales channel, which partners with third-party dealers who sell directly to customers; and
• third-party agents, who refer sales of our products and services to our direct sales force.
In addition, our carrier sales team specializes in sales of special access and wireless backhaul services to other telecom carriers.
Consumer Sales and Marketing
Our consumer sales and marketing strategy is focused on driving top line revenue performance through bundled product sales
and value-added account revenue growth with the goal to grow our broadband revenues and minimize household losses. We
employ the following principles to achieve these goals:
• Product simplification: We sell double and triple play bundle packages to consumers at competitive price points,
offering high-speed Internet, voice and video services at a better value than when purchasing those services
individually or from different providers.
• Product enhancement: Value-added services to our high-speed Internet product and faster Internet speeds deliver more
value to the consumer while growing account revenue.
• Message integration: A single, consistent consumer message is delivered across all advertising mediums to generate
high consumer awareness and strong sales channel interactions.