City-focused full fibre broadband ISP Hyperoptic, which has built an alternative network reaching over 1.73 million UK homes across 64 towns and cities since 2011 and currently serves 340,000 customers, has announced the appointment of former Openreach (BT) veteran Mark Barlett as its new Chief Operating Officer (COO). This strategic move comes as Hyperoptic, backed by a majority (75%) equity stake from KKR since 2019 and supported by a committed debt and loan facility of around £1.3 billion, embarks on its next phase of growth, with a target of reaching 2 million homes passed firmly in sight.
Barlett brings nearly 7 years of experience from Openreach, where he played a key role in directing infrastructure, network planning, and broadband delivery programmes, alongside almost 5 years in various Director roles at Cellnex UK. His appointment is viewed as a significant step to bolster Hyperoptic’s ambitious targets and growth plans for 2025 and beyond, particularly within the new build market, while ensuring continuous improvement in delivering against customer promises.
Hyperoptic CEO and co-founder, Dana Tobak CBE, expressed confidence that Barlett’s impressive track record and expertise will challenge the status quo and drive further expansion. Barlett himself conveyed his delight in joining Hyperoptic at this pivotal stage, eager to support the team’s “transformational journey to become the UK’s most loved and desired broadband provider”.
Leveraging Industry Expertise for Accelerated Growth
The appointment of a seasoned professional like Mark Barlett, with his deep understanding of the UK’s broadband infrastructure landscape gained from his tenure at Openreach, signifies Hyperoptic’s commitment to scaling its operations efficiently and effectively. Bringing in leadership with direct experience in network deployment, planning, and delivery can provide invaluable insights as Hyperoptic aims to expand its full fibre footprint to reach its target of 2 million homes and beyond. This move is not just about adding another executive; it’s about injecting proven expertise into the core of Hyperoptic’s operational strategy.
For a growing ISP like Hyperoptic, navigating the complexities of network expansion, customer acquisition, and service delivery requires a strong operational backbone. Barlett’s background suggests he possesses the necessary skills to streamline processes, optimise resource allocation, and drive efficiency across the organisation. His experience at Openreach, a key player in the UK’s broadband infrastructure, likely equips him with a nuanced understanding of the challenges and opportunities inherent in deploying and managing a large-scale fibre network. This insider knowledge can be a significant asset in Hyperoptic’s pursuit of its ambitious growth objectives.
Furthermore, Barlett’s experience at Cellnex UK, a leading wireless telecommunications infrastructure operator, adds another dimension to his profile. This experience could bring valuable perspectives on site acquisition, infrastructure management, and potentially even exploring synergies between fixed and wireless broadband technologies in the future. This broader understanding of the telecommunications landscape positions him well to contribute to Hyperoptic’s long-term strategic vision.
Focusing on the New Build Market: A Strategic Imperative
CEO Dana Tobak specifically highlighted the importance of bolstering growth within the new build market as a key area where Mark Barlett’s expertise will be crucial. This strategic focus makes perfect sense for several reasons. Firstly, new build homes represent a relatively untapped market with a clear and immediate need for broadband connectivity. Engaging with developers early in the construction process allows Hyperoptic to install its full fibre infrastructure proactively, reducing deployment costs and ensuring seamless connectivity for new homeowners from day one.
Secondly, new build properties often represent a demographic that is highly reliant on fast and reliable internet services for work, entertainment, and smart home technologies. By establishing a strong presence in this market, Hyperoptic can secure a loyal customer base from the outset. This proactive approach can also enhance Hyperoptic’s brand recognition and reputation as a provider of future-proof connectivity in modern homes.
To effectively penetrate the new build market, Hyperoptic will likely need to forge strong relationships with property developers, housebuilders, and local authorities. Barlett’s experience and network within the infrastructure and telecommunications sectors could prove invaluable in building these crucial partnerships. Streamlined processes for engaging with developers, flexible installation options, and a clear understanding of the specific needs of new build communities will be essential for success in this area.
Moreover, focusing on the new build market aligns with the broader industry trend towards future-proofing homes with full fibre connectivity. As demand for bandwidth-intensive applications continues to grow, new homeowners increasingly expect and value access to ultrafast and reliable broadband from the moment they move in. By prioritising this segment, Hyperoptic is positioning itself at the forefront of meeting these evolving consumer expectations.
Continuous Improvement and Delivering on Customer Promises
Another key aspect of Mark Barlett’s role will be to ensure that Hyperoptic continuously improves its services and delivers on its promises to customers. In the highly competitive broadband market, customer satisfaction and loyalty are paramount. Providing a reliable, high-quality service, coupled with excellent customer support, is crucial for retaining existing customers and attracting new ones through positive word-of-mouth.
Continuous improvement can encompass various aspects of Hyperoptic’s operations, including network performance, installation processes, customer service interactions, and billing accuracy. By implementing robust monitoring systems, actively seeking customer feedback, and regularly reviewing operational procedures, Hyperoptic can identify areas for enhancement and ensure a consistently positive customer experience.
Barlett’s experience in directing broadband delivery programmes at Openreach likely provides him with a strong understanding of the key factors that contribute to a seamless and efficient service delivery process. This expertise can be leveraged to refine Hyperoptic’s own operational workflows, minimise service disruptions, and ensure timely and effective resolution of any customer issues.
Furthermore, fostering a customer-centric culture within the organisation is essential for delivering on customer promises. This involves empowering employees to prioritise customer needs, providing them with the necessary training and resources, and establishing clear accountability for customer satisfaction. Barlett’s leadership style and his vision for Hyperoptic to become the “UK’s most loved and desired broadband provider” will play a significant role in shaping this culture.
Navigating the Competitive UK Full Fibre Landscape
Hyperoptic operates in a dynamic and increasingly competitive UK full fibre broadband market. While they have established a strong presence in urban areas, they face competition from established players like Openreach, Virgin Media, and CityFibre, as well as a growing number of smaller alt-nets expanding their own fibre networks. In this environment, strategic leadership and operational excellence are critical for sustained growth and market share.
Barlett’s experience at Openreach, the largest broadband network operator in the UK, provides him with a valuable perspective on the competitive landscape. He will likely have a deep understanding of the strengths and weaknesses of different players, the evolving regulatory environment, and the key drivers of customer choice. This knowledge can inform Hyperoptic’s strategic decision-making and help them to differentiate themselves in the market.
To succeed in this competitive environment, Hyperoptic needs to continue to innovate in its service offerings, pricing strategies, and customer experience. Leveraging its full fibre network to provide superior speeds and reliability is a key differentiator. Additionally, focusing on specific customer segments, such as the new build market as mentioned earlier, can help to build a strong and loyal customer base.
Furthermore, effective marketing and communication are essential for raising awareness of Hyperoptic’s services and highlighting its unique value proposition. Clearly communicating the benefits of full fibre broadband, such as faster speeds, greater reliability, and future-proof connectivity, can help to attract customers and build brand preference.
The Human Touch in Technological Advancement
While the broadband industry is inherently technology-driven, the human element remains crucial for success. From the engineers deploying the fibre network to the customer service agents assisting users, people are at the heart of the business. Mark Barlett’s focus on Hyperoptic becoming the “UK’s most loved and desired broadband provider” underscores the importance of this human touch.
Building a strong and motivated workforce is essential for delivering excellent service. Investing in employee training and development, fostering a positive and collaborative work environment, and recognising and rewarding employee contributions can lead to higher levels of engagement and productivity. A happy and well-supported team is more likely to provide a positive experience for customers.
Furthermore, understanding and responding to the individual needs and preferences of customers is key to building strong relationships and fostering loyalty. This involves providing personalised support, offering flexible service options, and actively seeking feedback to improve the customer journey. A human-centric approach to customer service can differentiate Hyperoptic in a market where technology can sometimes feel impersonal.
The language used in customer communications, the empathy shown by support staff, and the overall ease of interacting with Hyperoptic as a company all contribute to the customer experience. By prioritising these human elements, Hyperoptic can build a reputation not just for its technology but also for its exceptional customer care.
Strategic Investment and Future Growth Trajectory
The significant investment from KKR and the committed debt and loan facility demonstrate the strong financial backing behind Hyperoptic’s growth ambitions. These resources provide the necessary capital to fund network expansion, invest in technology upgrades, and support marketing and customer acquisition efforts. Mark Barlett’s operational leadership will be crucial in ensuring that these investments are deployed effectively and contribute to sustainable growth.
As Hyperoptic continues its network rollout towards its 2 million homes passed target and beyond, strategic planning and efficient execution will be paramount. This includes identifying key areas for expansion, optimising deployment processes, and managing costs effectively. Barlett’s experience in infrastructure and network planning will be invaluable in guiding these efforts.
The long-term vision for Hyperoptic likely involves not only expanding its geographical reach but also exploring new service offerings and leveraging its full fibre infrastructure to deliver innovative solutions to its customers. This could include enhanced broadband packages, smart home services, and partnerships with other technology providers.
By combining strategic investment with strong operational leadership, a focus on customer satisfaction, and a commitment to continuous improvement, Hyperoptic is well-positioned to continue its growth trajectory and solidify its position as a leading full fibre broadband provider in the UK. The appointment of Mark Barlett as COO is a clear indication of this ambition and a significant step towards achieving its goals in the years to come. His expertise and experience will undoubtedly play a crucial role in shaping Hyperoptic’s future success in the ever-evolving telecommunications landscape. The industry will be watching with interest as Hyperoptic embarks on this next exciting phase of its journey.
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