From Ecosystem to Execution: How 360 Broadband Expanded Coverage with a Hybrid Approach

From Strategy to Real-World Deployment

In our previous blog, How Integrated Partner Ecosystems Simplify Deployments: Reducing Complexity, Risk, and Time-to-Service in Modern Network Builds, we explored how integrated partner ecosystems help reduce complexity in modern network deployments by aligning technologies, vendors, and workflows into a more efficient path to service. ¹

But what does that look like on the ground?

For 360 Broadband, expanding coverage wasn’t just about adding infrastructure; it was about finding the right combination of technologies and partners to deliver reliable, scalable connectivity across some of the most challenging environments.

The Challenge: Expanding in Rural, Hard-to-Serve Markets

For 360 Broadband, expanding coverage is shaped by the realities of the rural markets they serve where terrain, density, and environment create unique deployment challenges. ²

“Much of our footprint is rural, with challenging terrain, heavy tree cover, and low housing density… many higher-speed technologies still require a strong line of sight, which is not always achievable in our markets.”
— Drew Beverage, COO

Fiber offers strong long-term performance, but the cost to build combined with the need for sufficient density, construction resources, and time can be difficult to justify in many of these areas. At the same time, traditional fixed wireless continues to play an important role but can be limited by terrain, distance, and line-of-sight constraints. ³

As customer expectations evolve driven by work-from-home, cloud applications, streaming, gaming, and even emerging AI tools, the demand for higher speeds and reliability continues to increase, putting additional pressure on legacy deployment models.

Rethinking the Model: Why a Hybrid Approach Was Necessary

Rather than relying on a single solution, 360 Broadband shifted toward a more strategic, hybrid deployment model, one that evaluates each market individually before determining the right approach.

“We do not view fixed wireless access as a one-size-fits-all solution… the key is matching the right solution to the right market.”
— Kris McElroy, CEO

This shift represents a move away from asking “What can we deploy everywhere?” to instead asking “What is the best solution for this specific market?”

By considering terrain, housing density, customer demand, speed expectations, and overall economics, 360 Broadband can:

Keep entry costs lower in rural areas
Continue building fiber where it makes long-term sense
Modernize customers on legacy technologies
Deliver strong performance without overextending capital

The result is a more flexible, scalable model that aligns both customer experience and long-term business strategy.

The Role of Tarana in Expanding Coverage

As part of this hybrid approach, Tarana has become a key enabler in helping 360 Broadband and modernize service across their network. Tarana’s next-generation fixed wireless (ngFWA) platform is the recognized leader in wireless broadband, providing coverage and capacity where other technologies simply can’t deliver.

“Tarana at 3 GHz has helped us bridge a significant gap in rural and hard-to-serve areas by giving us a higher-capacity fixed wireless option where traditional line-of-sight constraints or fiber economics made deployment more difficult.”
— Drew Beverage, COO

By incorporating Tarana into their broader ecosystem, 360 Broadband has been able to upgrade legacy LTE customers to modern speed tiers of 100 Mbps and above, improving the customer experience while reducing churn risk.

This approach allows them to expand coverage faster and scale more efficiently delivering service to customers sooner, with Tarana enabling high-capacity deployment in areas where traditional network models face geographic and economic constraints.

Execution: Why Coordination Across the Ecosystem Matters

While technology plays a critical role, 360 Broadband emphasized that execution is where success is ultimately determined.

In a hybrid, multi-vendor environment, coordination across vendors, distributors, engineering, operations, field teams, and support systems is essential. ⁴

Supporting this level of coordination also requires strong alignment across the broader partner ecosystem. As part of that ecosystem, Teltech Group helps bring together technology partners, deployment resources, and operational support to help providers streamline execution from procurement and staging to integration and ongoing network support. By helping align the right technologies and teams, Teltech supports faster deployments, reduced complexity, and improved operational efficiency across evolving network environments.

“Vendors, distributors, engineering, operations, field teams, and support all need to be aligned… when that coordination is in place, deployments are smoother, support is more efficient, and the customer experience improves.”
— Samad Javed, VP of Customer Success

Beyond initial deployment, that alignment must extend across the full lifecycle of the network. Provisioning, monitoring, troubleshooting, and supporting all need to work together seamlessly, especially in a hybrid environment where multiple technologies are involved.

360 Broadband also noted that while multi-vendor environments can introduce operational complexity, they ultimately provide greater flexibility when managed correctly. With strong internal processes and clear communication across partners, the network remains scalable and manageable as it grows.

The goal is simple: ensure the customer never feels the complexity behind the scenes.

The Results: Greater Flexibility, Faster Expansion, Better Outcomes

By adopting a hybrid, ecosystem-driven approach, 360 Broadband has transformed how they expand and operate their network.

Instead of forcing a single solution across all markets, they now evaluate each environment individually, deploying the best-fit solution based on real-world conditions.

“One of the biggest operational wins is having a broader toolkit. We are no longer trying to solve every problem with the same approach.”
— Kris McElroy, CEO

This shift has delivered meaningful benefits:

Faster time-to-market in underserved areas
Ability to serve customers without waiting for fiber deployment
Improved customer experience with higher speeds
Reduced churn risk through modernization of legacy users
Better control over capital investment decisions

It also allows 360 Broadband to continue growing in markets where demand already exists, while still building toward long-term infrastructure goals.

A Smarter Way to Build Networks

360 Broadband’s approach reflects a broader shift happening across the industry.

Success is no longer about choosing a single technology; it’s about building a network strategy that aligns the right technologies, partners, and operational processes for each unique market.

“The value is flexibility without sacrificing discipline.”
— Samad Javed, VP of Customer Success

By combining fiber, fixed wireless, and emerging solutions into a coordinated ecosystem, providers can expand faster, operate more efficiently, and deliver better outcomes for the communities they serve.

Final Takeaway

For operators navigating similar challenges, the lesson is clear:

“Avoid treating any single technology as the only answer… the best approach is usually a thoughtful combination of technologies, partners, and operational strategies that align with the markets you serve.”
— Kris McElroy, CEO

In today’s environment, the advantage doesn’t come from a single solution; it comes from how well everything works together.

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