Dan Herscovici, CEO of Plume, joined Doug Green, Publisher of Technology Reseller News, to discuss why contextual intelligence—not raw speed—is becoming the next competitive frontier for internet service providers. As broadband markets grow more competitive and switching costs continue to fall, Herscovici explained that competing solely on price and bandwidth turns connectivity into a commodity and fails to reflect how consumers actually experience the internet inside their homes.

Plume’s platform applies contextual intelligence to understand what is happening inside each household in real time—device types, interference, usage patterns, and application needs—and dynamically optimizes the network accordingly. “Most ISPs are already delivering far more speed than consumers actually need at any moment in time,” Herscovici said. “What really matters is understanding context and optimizing the network for what’s happening in that household right now.” This approach enables latency-sensitive applications like video conferencing to perform better, improves reliability for IoT devices, and allows networks to proactively address issues before subscribers notice degradation.

The conversation also explored Wi-Fi 7 and next-generation standards, with Herscovici noting that higher peak speeds alone do not solve most real-world connectivity challenges. With the majority of devices still operating on Wi-Fi 5 and Wi-Fi 6, ISPs must manage complex, mixed-device environments where intelligence, orchestration, and proactive optimization matter more than headline performance metrics.

Ultimately, Plume’s strategy centers on building subscriber confidence—delivering consistent, secure, and intuitive experiences across onboarding, daily usage, device additions, and support interactions. “When subscribers trust that their ISP will deliver a great experience—and fix things quickly when something goes wrong—they churn less and stay loyal, even if another provider is slightly cheaper,” Herscovici said. By enabling proactive, AI-driven network management and smarter customer engagement, Plume helps ISPs move beyond commodity connectivity toward lasting differentiation.

Learn more at https://www.plume.com/.