Rebecca Stone de Plume on AI orchestration and subscribers

Table of Contents

Plume improves the subscriber experience with AI

Scope of this note: it summarizes the main points expressed in the conversation at MWC26; it does not include figures, integration timelines, or operational metrics because they are not part of the cited content.

Plume drives the subscriber experience
– Source and date: interview published by Light Reading on March 6, 2026.
– Context: conversation held at MWC26 (Barcelona).
– Participants: Jim Hodges interviews Rebecca Stone (Plume’s CMO).
– محور of the dialogue: Plume’s new focus on helping ISPs improve the subscriber experience.
– Topics mentioned in the interview: open platform, acquisition of Sweepr, and the role of AI (intelligence + orchestration) to reduce friction in the connected home and the customer journey.

  • At MWC26 (Barcelona), Plume presented a shift in focus: helping ISPs improve the subscriber experience.
  • Rebecca Stone, the company’s CMO, advocated an open platform to reduce friction in the connected home.
  • The acquisition of Sweepr reinforces the bet on AI-driven intelligence and orchestration.
  • The goal: smooth the customer “journey” and the operation of the connected home with automation.

Improving the subscriber experience with Plume

At Mobile World Congress 2026 (MWC26) in Barcelona, Plume brought to the forefront an idea operators know well, but that is rarely addressed holistically: the subscriber experience is not decided only on the network, but also in everything that happens around the connected home and in every interaction the customer has with their Internet provider.

In a conversation with Jim Hodges, Rebecca Stone —Plume’s CMO— explained the company’s new emphasis on helping ISPs improve that end-to-end experience. The approach starts from a premise: when connectivity becomes ubiquitous, the competitive differentiator shifts toward reducing friction. That friction can appear at multiple points: in the setup and day-to-day operation of the connected home, and in the customer’s path when they need support or clarity about their service.

From symptom to outcome
A simple framework to understand the approach (end to end):
1) Friction (what the user feels)
– Examples: “I don’t know why it’s slow,” “the Wi‑Fi drops,” “I don’t understand my plan,” “they transfer me from channel to channel.”
2) Signals (what the

provider can observe)
– Home/network signals: perceived performance, disconnection events, congestion, configuration changes.
– Journey signals: reason for contact, repeat incidents, channel used, wait times.
3) Orchestrated action (what is done with that context)
– In-home actions: guides, adjustments, prioritization, recommendations.
– CX actions: routing, self-service, escalation to an agent with context.
4) Outcome (what changes in the experience)
– Fewer steps, less repetition, fewer interruptions, and a more consistent perception that “everything works”.

Plume frames its proposition around an open platform and AI-driven intelligence and orchestration capabilities. The promise, as presented at MWC26, is that this combination enables providers to act with more context and anticipation, and not just react when the user is already frustrated. In other words: improving the subscriber experience means intervening earlier, coordinating better, and simplifying complexity, especially in home environments with multiple devices and changing needs.

The role of Rebecca Stone as CMO

The interview at MWC26 positions Rebecca Stone as the voice that articulates Plume’s repositioning: from talking only about technology to talking about outcomes perceived by the end customer. As CMO, her role is not limited to “telling” what the company does, but to structuring the strategic narrative: why the subscriber experience becomes the محور and how that translates into product, platform, and partnership decisions.

Rebecca’s role and relevance
Who she is and why her role matters in this conversation
– Rebecca Stone appears as Plume’s CMO (Chief Marketing Officer), the role that typically connects strategy, positioning, and the “translation” of technical capabilities into customer value.
– In an industry interview like Light Reading’s, her perspective usually focuses on: market priorities, key messages for ISPs, and how a proposition (open platform, AI, orchestration, acquisitions) becomes a coherent story about the subscriber experience.
– In this piece, her contribution is used as a guide to understand the approach (what it wants to solve) rather than as an announcement of metrics or dates (which do not appear in the cited content).

In the conversation with Light Reading, Stone underscored three elements that serve as pillars of the message: the focus on ISPs, the open platform, and the incorporation of capabilities that combine intelligence with orchestration. Taken together, these points aim at a change in the conversation in the

sector: it’s no longer enough to promise speed or coverage; the challenge is to reduce friction across the connected home and the customer journey.

That emphasis also suggests a market reading: operators need tools that connect the technical with the experiential. The “subscriber experience” is a broad concept, but Stone grounds it in a specific direction: using AI to understand the context of the connected home and coordinate actions that prevent issues from turning into repeated incidents or into a perception of inconsistent service.

The role of the CMO, in this case, acts as a bridge between two worlds: infrastructure and the customer relationship. At MWC26, Stone positions Plume as an enabler for ISPs to reduce friction not only in connectivity, but across the set of interactions that determine whether the user feels that “everything works” or that “there’s always something to fix.”

Acquisition of Sweepr and its impact

One of the central points of the conversation was the acquisition of Sweepr.

In the interview, the acquisition is presented as a reinforcement of Plume’s strategy around AI-driven intelligence and orchestration, rather than as an announcement of immediate results or a rollout with specific dates. Plume presented it as a piece that fits with its new priority: helping ISPs improve the subscriber experience through AI-driven intelligence and orchestration.

From acquisition to better experience
How an acquisition connects to the subscriber experience (a practical reading of the “what for”)
1) Acquisition → a capability (Sweepr) is added to the portfolio.
2) Capabilities → components of intelligence (understanding context) and orchestration (coordinating actions) are strengthened.
3) Use cases → more consistent responses are enabled in:
– Connected home (setup, stability, perceived performance).
– Customer journey (support, self-service, escalation with context).
4) Expected impact on CX → less friction: fewer repeated incidents, fewer “steps” to resolve, and a more uniform experience across channels and moments.
Reality checkpoint: if signals (home + journey) aren’t connected to executable actions, “orchestration” remains at diagnosis and doesn’t end up improving the experience.

Although the interview doesn’t dwell on figures or timelines, the strategic intent is clear: adding capabilities that strengthen automation and the coordination of actions across the connected home and the customer journey. In an environment where problems can originate in multiple layers —devices, home configuration, user expectations, and the very

service delivery—the orchestration becomes a way to “bring order” to complexity.

The acquisition of Sweepr also works as a signal to the market: Plume doesn’t just want to offer components, but to consolidate a more complete proposition around the subscriber experience. In practice, this points to ISPs being able to reduce friction with more applied intelligence, and with a coordination layer that connects signals, decisions, and actions.

From a product and positioning perspective, the deal reinforces the open-platform narrative: if the goal is to improve the connected home and the customer journey, the integration of capabilities—and the possibility of articulating them within a common framework—becomes as important as each tool’s individual capability. At MWC26, Stone frames it as part of a broader movement: moving from solving isolated problems to managing experiences continuously, with AI as the context engine and orchestration as the execution mechanism.

Artificial intelligence and orchestration in the connected home

The phrase “AI driving intelligence and orchestration” was one of the main themes of the exchange in Barcelona.

In practical terms, “orchestration” in this context is understood as the ability to coordinate signals and actions across the connected home and the customer journey, so that the response is not isolated or reactive, but consistent and guided by context. In the context of the connected home, the idea of orchestration aims to coordinate multiple elements—devices, services, and user needs—to reduce friction. It’s not only about detecting that something is failing, but about understanding the context and guiding actions that keep the experience stable.

Orchestration in practice
What “orchestration” means in practice (quick checklist)
– [ ] Signals: what data/events are observed (home, network, devices, support interactions)?
– [ ] Context: can the technical be connected to what the user is trying to do (remote work, streaming, gaming, video call)?
– [ ] Decision: are there rules/models that prioritize what to do first and when to escalate?
– [ ] Action: can the platform execute something concrete (guide, adjust, recommend, route, open/update a case)?
– [ ] Consistency: does the action remain coherent across channels (app, WhatsApp, call center, web) and not “reset” the case?
– [ ] Feedback: is it measured whether the action resolved the issue or whether the problem reappears (to learn and adjust)?
If “Action” or “Feedback” are missing, there is usually intelligence (diagnosis) but not orchestration (sustained improvement).

Stone suggested that AI can help the

providers to reduce friction across the connected home and the customer journey. That phrase sums up a dual ambition: improving what happens inside the home (where the user experiences connectivity) and improving what happens when the user interacts with their ISP (where the perception of service is formed).

The notion of an open platform appears here as an enabling condition. In a connected home, the diversity of devices and scenarios is the norm. That’s why orchestration requires an approach that doesn’t get locked into a single ecosystem. In the framework presented by Plume, AI provides the “intelligence” to interpret signals and prioritize, while orchestration provides the ability to coordinate coherent responses.

In terms of experience, the ultimate goal is for the user to perceive less friction: fewer unnecessary steps, less confusion, fewer interruptions, and less of a sense that every problem requires starting from scratch. At MWC26, Plume argued that this improvement doesn’t depend only on more network capacity, but on a layer of intelligence and coordination that connects the home with the provider more smoothly.

Perspectives from MWC26 in Barcelona

MWC26 once again served as a showcase for trends, but in Plume’s case the message was especially clear: the subscriber experience has become the battlefield for ISPs, and AI—when combined with orchestration—presents itself as a way to reduce friction in the connected home and along the customer journey.

Jim Hodges’ interview with Rebecca Stone fits into that context: a congress where network announcements abound, but where the conversation about how technology translates into a consistent experience is carrying more and more weight. Plume used the event to reinforce its focus on an open platform and to link its product strategy to the acquisition of Sweepr.

From Barcelona, the takeaway from the conversation is that the sector is pushing toward more integrated models: fewer point solutions and more systems capable of coordinating signals and actions. In that framework, “intelligence” and “orchestration” function as keywords, but also as a roadmap: understanding what’s happening in the connected home and acting in a coordinated way to prevent the experience from degrading.

MWC26 also serves as a barometer of priorities. That Plume is focusing on the subscriber suggests that differentiation is no longer determined solely by performance promises, but by the ability to reduce friction in a sustained way. In Stone’s narrative, AI is not window dressing: it is the engine that makes it possible to scale that reduction in friction across multiple scenarios, without relying on constant manual interventions.

The Revolution of the Customer Experience in

Telecommunications

Digital Transformation and Its Impact on the Sector

The conversation at MWC26 reflects a broader shift in telecommunications: digital transformation is no longer measured solely by modernizing infrastructure, but by its direct impact on the customer experience. When Plume talks about improving the subscriber experience, it is pointing out that value is shifting toward perceived service continuity and toward the ease with which the user lives with their connectivity in the connected home.

Within this framework, concepts such as open platform, intelligence, and orchestration become part of the transformation vocabulary. They describe not only technology, but a way of operating: connecting signals, decisions, and actions to reduce friction in the customer journey.

The Importance of Automation in Customer Service

Although the interview focuses on the connected home and the customer journey, the subtext is clear: reducing friction implies automating and coordinating. AI-driven orchestration is presented as a way for providers to act with greater consistency and less reliance on manual processes.

Automation, in this approach, is not only about “responding faster,” but about preventing the user from having to navigate unnecessary complexity. To the extent that AI provides contextual intelligence and orchestration coordinates actions, the desired result is a smoother experience throughout interactions with the ISP.

Current Challenges in the Telecommunications Industry

Plume’s emphasis at MWC26 also sheds light on current challenges: the subscriber experience is affected by multiple friction points, especially in the connected home, where connectivity blends with devices, configurations, and diverse expectations.

In addition, the customer journey can become fragmented if there is no layer that connects what happens in the home with what the provider can see and manage. Hence Stone’s insistence on the combination of an open platform, the acquisition of capabilities (such as Sweepr), and a bet on AI and orchestration.

Innovative Solutions for Customer Retention

In a market where experience weighs heavily in the perception of value, reducing friction becomes a retention strategy. The proposal Plume describes —AI for intelligence and orchestration for execution— aims to minimize the moments when the user feels the service “doesn’t measure up.”

Innovation, in this case, is not presented as a single product, but as an approach: coordinating the connected home and the customer journey with tools

that allow ISPs to intervene in a smarter and more consistent way.

The Future of the Customer Experience in Telecommunications

Key balances in AI operations
Trade-offs that often appear when bringing “AI + orchestration” into operations (and why they matter)
– Automation vs. control: automating reduces friction, but requires defining when it stops and hands off to an agent/supervisor.
– Speed vs. accuracy: responding sooner can improve perception, but a wrong action (diagnosis or recommendation) can increase repeat contacts.
– Personalization vs. privacy: more context enables better decisions, but requires clear governance of which signals are used and for what purpose.
– Open platform vs. integration complexity: opening ecosystems expands compatibility, but raises the challenge of integrating, maintaining, and observing multiple systems.
The interview points in the direction (reducing friction at scale); these trade-offs often define how it is implemented without eroding trust.

If the interview in Barcelona sets a direction, it is this: the future of the customer experience in telecommunications will be built on platforms capable of integrating and orchestrating, with AI as the engine to reduce friction at scale.

Plume places that evolution at the center of its strategy: an open platform, strengthened by acquisitions such as Sweepr, and aimed at helping ISPs improve the subscriber experience in the connected home and throughout the entire customer journey.

Transform your customer experience with Suricata Cx

The definitive solution for ISPs and telecommunications operators

Suricata Cx is an AI-powered omnichannel customer experience platform, designed specifically for ISPs and telecommunications operators in the Americas and Spain. Its approach starts from a structural need in the sector: to run support, sales, and service efficiently, without losing control or traceability.

Leverage artificial intelligence to optimize your operations

The AI applied in Suricata Cx is aimed at automating repetitive inquiries and assisting human teams with context and pre-classification, maintaining “human-in-the-loop” flows when judgment is required. The operational goal is to reduce response and resolution times, and sustain a consistent experience across channels such as WhatsApp, webchat, social media, and IVR/voice.

Reduce costs and improve customer satisfaction

The typical challenges of the

sector —high cost per interaction, channel fragmentation, low resolution at first contact, and friction that drives churn— are addressed with automation and flow orchestration, plus operational integrations. The logic is simple: fewer unnecessary steps for the user and less repetitive load for teams.

A platform designed specifically for the telecom sector

Suricata Cx is not a generic chatbot: it is conceived as a CX operating system for telecom, with integrations and flows aligned to real operations (accounts, payments, incidents, service status), and with a unified view for agents and supervisors.

The future of customer service is here

The direction seen in the sector —more intelligence, more orchestration, and less friction in the customer journey— requires platforms that scale without sacrificing control. In that arena, hybrid models (AI + humans) and omnichannel operations with deep integrations are shaping up as the foundation for the next stage of the customer experience in telecommunications.

Capability in Suricata Cx Problem it helps solve in telecom Expected outcome / practical indicator (examples)
Omnichannel (WhatsApp, webchat, social, IVR/voice) Isolated channels and “case restart” when switching channels Fewer transfers; case continuity; less repetition of data by the customer
Automation of repetitive inquiries High volume of low-complexity contacts More self-service; lower team workload; reduced wait times
Agent assistance with context and pre-classification Slow diagnosis and escalation without information Lower handle time; better routing; more consistency in responses
“Human-in-the-loop” flows Risk of automating cases that require judgment Timely escalation; operational control; fewer errors in sensitive cases
Operational integrations (accounts, payments, incidents, service status) Lack of traceability and “blind” actions More first-contact resolutions; fewer repeat contacts; better visibility for supervision
Unified view for agents and supervisors Fragmented supervision and difficult quality control Better tracking; operational auditing; improvementcontinues based on real cases

Rebecca Stone of Plume on AI orchestration and subscribers focuses on a key idea: experience is earned by reducing friction in the connected home and in every interaction with the ISP. From Suricata Cx’s perspective, that same logic translates into orchestrating conversations and processes with AI, keeping human control when it matters, so that the improvement perceived by the subscriber is consistent and measurable.

At Suricata Cx, this type of approach is seen as a natural evolution: moving from resolving isolated contacts to operating end-to-end experiences, with automation where it is predictable and human oversight where context and judgment make the difference.

This text is based on publicly available information as of the publication date and summarizes an industry interview published by Light Reading on March 6, 2026 as part of MWC26 (Barcelona). No metrics, figures, or integration timelines are included because they are not stated in the cited source. Some product and positioning details may change over time as new updates become available.