Case Study: Comcast Business achieves scalable SaaS sales and revenue growth with AppDirect

Comcast Business Discovers How to Win with Subscription Commerce Solutions

Comcast Business, which serves more than 2.4 million U.S. SMB customers, wanted to transform free, value-added software into a sustainable, revenue-generating SaaS channel without disrupting its core connectivity business. To do that it incubated a mini start-up—funded via OPEX, staffed separately, and tasked with experimenting on a low-risk basis to find the right sales and support model for cloud solutions.

Using the AppDirect subscription commerce platform, the team introduced 10 products in 10 months, launched a dedicated Cloud Desk Agent sales/support team, and anchored the catalog with Microsoft 365 plus AppHelp 24/7 support. The initiative proved the SaaS sales model, expanded into new channels, now offers 17 solutions, and has become a scalable revenue driver contributing to Comcast Business’s broader growth.

Comcast Business

John Guillaume

Chief Design Officer