Direct Communications has launched mobile as a natural extension of its broadband business, powered by gaiia, in a rapid 60-day timeline.
Following the migration of its broadband operations from a legacy OSS/BSS to gaiia in 2025, the company rebuilt its operational core to support both broadband and regulated ILEC services. This allowed mobile to be introduced not as a separate platform, but as an integrated extension of the existing system, accelerating time-to-market of the new service.
The goal was clear: grow revenue while maintaining a single OSS/BSS footprint, a consistent CSR experience, and a unified customer journey. By configuring mobile directly within gaiia’s product catalog and subscription logic, Direct Communications kept one billing system and one workflow engine, avoiding the friction of stitched integrations.
Direct Communications embedded mobile into the online checkout, enabling customers to add a mobile plan during internet sign-up. The checkout flow supports bring-your-own-device (BYOD), number porting, and eSIM compatibility confirmation, presenting mobile as a seamless extension of connectivity rather than a separate purchase path.
Behind the scenes, activation, deactivation, and plan changes run through gaiia’s automated workflows, tied to the same provisioning framework that powers broadband services. This eliminates manual handoffs between systems and prevents data duplication, maintaining operational simplicity as the business scales.
“The biggest advantage was being able to manage mobile within the same platform as our broadband business. We avoided stitching together new integrations, which reduced risk on the operational side while ensuring customers experience it as one unified service,” said Tim May, CEO of Direct Communications.
For customers, mobile appears in the Direct Communications portal alongside internet services, allowing plan modifications within a single, consistent interface. The unified billing model generates a single invoice for both internet and mobile, reducing customer confusion and supporting a stronger bundled value proposition.
