The Not-So-Secret Weapons Behind FastServers' Success

• By Isabel Wang on February 21, 2007

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There are so many things I like about FastServers, starting from its product packages. The lowest-cost SKU on its front page is a $198 Celeron 2.4. I can't think of many dedicated server providers who can match its ARPU.

Among the several thousand EV1 customers I came in direct contact with, folks who clamored for more support *FAR* out-numbered those who wished their hosting plans included more bandwidth. You'd never guess this is the case by looking at bandwidth allocation trends across the industry, but FastServer recognizes such preferences. The server above comes with just 1500 GB, but customers have access to 5 DEFCON service levels.

Some time ago, the CEO at a competitor of FastServers' shared his concern that customers were gravitating towards a handful of rock star data center techs and network engineers. He worried that this kind of dependence isn't scalable. Yesterday I got to spend some time with FastServers VP Sales and Marketing Aaron Phillips; he has a completely different take. When he asks customers for testimonials, many of them mention how much they enjoy working with specific employees. In addition, prospects often sign up because they like what they see on FastServers' staff profiles. (On a related note, check out Michael Cote's post on the value of leveraging non-executive employees' influence.)

FastServers also gives individual employees exposure through its blog and monthly newsletter - which Aaron publishes with *amazing* regularity. Over the past three years, the only month he missed was December 2005.

I think FastServers is awesome - especially since Aaron confirmed that another HostingCon party is in the works :) And I wish more hosting providers shared their openness and consistency in customer communications, not to mention their ability to steer clear of race-to-the-bottom commoditization.

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