Case Study: Comcast Business creates a revenue-generating SaaS channel with AppDirect

Comcast Business Discovers How to Win with Cloud Solutions

Comcast Business, the B2B arm of Comcast serving more than one million SMB customers, sought to turn bundled value‑add software into a revenue-generating SaaS business without disrupting its core connectivity operations. The challenge was to experiment fiscally responsibly—with zero capital funding—discover an effective SaaS sales model for small and mid‑size businesses, and create a repeatable approach that complemented existing services.

Comcast partnered with AppDirect’s Monetization and Management Suites, launched 10 products in 10 months, and created a dedicated Cloud Desk team to sell and support offerings, anchoring the catalog with Office 365 plus AppHelp 24/7 support. The pilot proved successful: Comcast learned how to sell SaaS, increased activation and support uptake, bundled professional services with licenses, and expanded the SaaS sales model into additional channels across the company.

Comcast Business

James Mumma

Executive Director of Product Management