Calix Unveils CommandIQ 3.0: Revolutionizing Subscriber Engagement in the AI Era
In an era where personalization, seamless self-service, and proactive communication are paramount, Calix, Inc. (NYSE: CALX) has announced the launch of CommandIQ® 3.0, the latest iteration of its subscriber-facing mobile app. Designed to serve as a direct and consistent touchpoint with residential subscribers, this third-generation app is smarter, more intuitive, and highly customizable, enabling broadband service providers (BSPs) to deliver exceptional experiences tailored to the demands of the AI-driven world.
CommandIQ 3.0 positions itself as the go-to platform for managing and controlling smart homes, while simultaneously elevating the BSP’s brand. Built on the robust Calix Broadband Platform and integrated with SmartLife™ managed services—including SmartHome™ and SmartMDU™—the app simplifies service delivery, fosters deeper engagement, and creates new opportunities for cross-selling and upselling. These capabilities not only boost average revenue per user (ARPU) but also cultivate long-term loyalty and brand affinity.
A Smarter App for Smarter Homes
The redesigned CommandIQ app introduces several groundbreaking features aimed at enhancing the subscriber experience. Among these are:
- Promotion and Announcement Tiles:
BSPs can leverage the app to drive cross-sell and upsell opportunities by posting banners and messages directly on the home screen. This ensures that important communications cut through the noise and reach subscribers effectively, fostering frequent engagement with the provider’s brand. - Redesigned User Interface (UI):
The updated UI offers a centralized command center for accessing billing, support, promotions, announcements, and SmartHome managed services. With built-in cybersecurity, parental controls, and tools for self-installation and optimization, subscribers gain greater control over their digital lives. This not only reduces support calls and truck rolls but also empowers users to manage their networks independently. - Intelligent Personalization:
New capabilities like MyPrioritiesIQ™ allow subscribers to prioritize activities such as gaming, streaming, and remote work, ensuring an optimized in-home network experience. By intelligently adapting to individual preferences, the app delivers a level of personalization that meets modern expectations.
According to Calix Market Insights, today’s subscribers demand effortless experiences, responsive support, and personalized interactions across every touchpoint—from onboarding to troubleshooting. CommandIQ 3.0 addresses these needs head-on, positioning itself as a powerful growth engine for BSPs transitioning into broadband experience providers (BXPs).
Real-World Success Stories
Several BSPs have already seen remarkable results by adopting earlier versions of CommandIQ:
- CTC, a Minnesota-based provider, achieved an impressive 85% app adoption rate, doubling growth and cutting truck rolls in half thanks to seamless self-installation features.
- GoFibre, expanding its footprint in Scotland and Northern England, anchored its residential strategy with a localized CommandIQ experience, enhancing customer satisfaction.
- OC Fiber boosted customer lifetime value by 30% in just one week after introducing new Wi-Fi packages alongside a branded app for Indiana subscribers.
- Sprout Fiber Internet, operating in Alabama, strengthened engagement and satisfaction by leveraging CommandIQ’s personalization features.
“Ease of use and personalization create better experiences—for both marketers and subscribers,” said Bonnie Baty, Marketing and Services Manager at Sprout Fiber Internet, a division of Cullman Electric Cooperative. “The redesigned CommandIQ app makes it easier for us to stay connected with subscribers in a more personalized and effective way. At the same time, the streamlined UI empowers subscribers to manage their own experiences with features like quick links for billing and support, and enhanced smart home device management.”
Expanding Reach and Scalability
In late 2024, Calix expanded CommandIQ support to over 160 third-party gateway models, enabling BSPs to provide a consistent, high-quality subscriber experience regardless of the underlying network hardware. This scalability ensures that even smaller providers can offer branded, personalized apps to their customers, leveling the playing field in competitive markets.
Driving Growth Through Innovation
Michael Weening, President and CEO of Calix, emphasized the transformative potential of CommandIQ 3.0: “We’ve made our subscriber-facing app so compelling that subscribers will want to engage with it regularly. In the AI era, we’ll continue adding new capabilities to make it even more powerful. As we prepare to launch the third generation of the Calix Broadband Platform later this year, these updates position our customers to win now. With the latest version of the app, they can elevate engagement across their service and marketing teams while growing revenue with cross-sell and upsell opportunities. All that value flows through the app—helping them cut through the noise and put their brand at the center of the home broadband experience.”
About Calix
Calix, Inc. (NYSE: CALX)—Calix is an appliance-based platform, cloud and managed services company. Broadband experience providers leverage Calix’s broadband platform, cloud and managed services to simplify their operations, subscriber engagement and services; innovate for their consumer, business and municipal subscribers; and grow their value for members, investors and the communities they serve.
