T-Mobile, AT&T, Sprint, and Verizon—known as the wireless industry’s “Big Four”—have sparked unique trends in recent years, changing how carriers compete. These changing trends, coupled with shifting consumer buying habits, have regional carriers asking: what do we need to do to set ourselves apart, attract customers, and remain competitive?

Dominate your niche

It’s easy to get distracted by industry news, especially big headlines like the recent Sprint and T-Mobile merger or the continuous hype around eventual 5G rollouts. However, despite the constant changes, it’s essential that regional carriers stick to the fundamentals of their business. Regional carriers will always have a unique opportunity to connect with their local community in ways the Big Four can’t. By identifying niche solutions and local knowledge to appeal to their unique audience, regional carriers can stay nimble and innovate on a smaller scale to meet specific needs.

In just one example, some regional carriers are offering up Wi-Fi installation on rural school bus routes, allowing students to stay connected and complete assignments during their commute. Larger carriers often don’t have the resources or bandwidth to offer these types services in more remote locales—a void regional carriers should be happy to fill.

Identify additional lines of revenue

Historically, consumers have been all too eager to spring for the latest and greatest every time a new mobile device model was released. Times have changed. Now consumers are hanging on to their old models longer—nearly three years, on average. Why? Affordability. With, for example, Apple asking a whopping $1,000 for the latest iPhone, consumers have lost their appetite for constant upgrades. Not only has this reduced new device revenue for carriers, but it’s also made it more challenging to interact with customers who are now visiting wireless stores less frequently.

To offset lost revenue, many carriers are turning to other sources. Warranties, protection plans, and useful add-ons like cases and screen protectors, for example, can all be effective in creating additional long-term revenue streams.

Take a customer-centric approach

With so many wireless carriers to choose from, it’s important to make customers feel valued to maintain their loyalty and their business. When companies experience just a 5% bump in customer retention, they can see up to a 95% increase in profit.

For regional carriers, this is even more vital. By keeping customer relations at the forefront, regional carriers enjoy a significant advantage over bigger competitors. Smaller communities are often tight-knit, and residents appreciate when their unique needs are acknowledged. Luckily for regional carriers, they’re already located in the right areas and can easily create this experience with a little effort and by training staff on proper messaging. With such a specific customer base to focus on, carriers can create a more personalized experience using natural, off-script communication and more customized advertising and social media messaging. These kinds of local efforts have the ability to keep loyal customers coming back.

Despite industry change, regional carriers shouldn’t be intimidated by the Big Four. By adjusting their focus to cater to customers in their local markets, regional carriers can continue to have a significant advantage and reap long-term success close to home.