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Connected Nation
This is Connected Nation – an award-winning podcast focused on all things broadband. From closing the Digital Divide to simply improving your internet speeds, we talk technology topics that impact all of us, our families, and our communities.
The podcast was honored in 2024 with an Award of Excellence for Podcast Series - Technology. This is the highest honor given by the Communicator Awards. More recently, the podcast received an Award of Distinction in 2025. It received the same honor in 2023 and 2022.
Learn more about the national nonprofit behind this podcast at connectednation.org.
Connected Nation
How one company delivers on the promise of "frictionless" support for heavy hitters like Google and Verizon to small providers
On this episode of Connected Nation, recorded live at Mountain Connect 2025 in Denver, Colorado, host Jessica Denson sits down with Osmo’s Troy Cross, Vice President of Sales, and Sadie Conley, Demand Generation Specialist.
Osmo powers “frictionless support” for industry giants like AT&T, Google, and Verizon—helping customers resolve device issues quickly and easily.
Now, they’re turning their attention to smaller ISPs, offering scalable, cloud-based solutions that can give providers of any size the tools they need to act as their community’s “hometown CTO.”
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Jessica Denson (00:08):
On this episode of Connected Nation, we continue our coverage from Mountain Connect 2025 taking place in Denver, Colorado. On this episode, I talk to one company that services heavy hitters, like at and t, Google and Verizon by providing their customers with quote, frictionless support. Find out how they said they could do the same for smaller ISPs. I'm Jessica Denson, and this is Connected Nation. I am at Mountain Connect 2025, taking place August 4th through the sixth in Denver, Colorado. And I always make, uh, my neighbors, whoever I sit next to when I do these podcasts, come onto the podcast. And so I found, uh, my next victim, Osmo <laugh> and I, Sadie Conley and Troy Cross have joined me. Um, just say hello y'all. Hi, <laugh>, nice to meet you. Um, so I'm gonna give, I'm just, I wanna talk a little bit about the company, but first let's talk about your, um, I'm gonna do an official introduction.
(01:10)
Sadie Conley is demand generation Specialist of events. Yes, that's correct. And I get it right. It's easy when you're, you're wearing the card, <laugh>. Absolutely. It's a little lengthy. Yeah. And Troy cross your, your title's not on there. You actually have your company, but it's, you're the vice president of sales. Correct. Alright, so very, uh, kind of integrated roles, uh, very, you rely on one another, <laugh>. Absolutely. Um, but before we get into that, let's talk about Osmo and what you guys do. And I'm gonna let ladies first Sadie start. How, how would you describe Osmo as a company? Yeah, absolutely. So we are a software platform that helps provide support for companies like at t Verizon, Rogers. So we provide emulations of devices to help their, um, and customers have better answers and solve their, all their problems a lot easier. And as a marketing person and a, a demand generation specialist, uh, what is kind of your role there?
(02:05)
Yeah, so my role at Osmo is to really help set us up for success at different conferences like Mountain Connect. So this is our first time here, but, um, I'm always working hand in hand with Troy to set us up the, to be as successful as possible at these types of events. So, um, we are doing conferences and webinars and all anything involved in that world. I like your colors. Thanks. They're very, they're green and blue. I, I'll share a link on in the description of this podcast so other people can look. Um, and I see that you have like at t Google Rogers, mm-hmm <affirmative>. Uh, Verizon, if there's, are those companies you guys serve? Yes. So those are current customers of ours. Okay. And, uh, Troy, how would you describe Osmo? Troy Cross (02:45):
Yeah, I mean, I would just build on what Sadie said. So think about, um, if you're a consumer these days, you're, you have all these dozens and dozens of devices connected to your, to your home network, right? It creates this complexity. And, um, the, the, the more complexity you have, the more problems you have, the more troubleshooting you need to do every now and then and questions you have. And so our software platform is meant to help carriers anticipate those sort of problems and then answer them when customers do call or they're, they email them or they come to their website looking for answers. Jessica Denson (03:15):
And, uh, do you, do, I see, like I mentioned this in the big ones. Mm-hmm <affirmative>. The ATT rules are, is it all sizes of ISPs that you guys serve or, Troy Cross (03:23):
That's a great question. So we started off serving the tier ones, the big companies that, that you see there on the, on the logos. And about a year and a half ago we decided, alright, we've been successful there, it's time to go down and sort of the mid-market. Um, and so that's why we're actually here at com events like this is to talk to companies who haven't had a chance to, to meet us yet and, and really, um, try to, you know, help companies of various sizes, um, with the same sort of problems. 'cause regardless of the carrier side, they still have the same problems, right? They want to throw their customers to cus customers calling in and they need help and we wanna make sure that they have the help that they, they can get. Jessica Denson (03:58):
Is, is Osmo very easily scalable for like, from the bigger companies to the smaller or you just offer, uh, offer a different suite of Troy Cross (04:06):
Well, that's the beauty of a SaaS platform, which we are, I guess we should say that. So we're a software platform, but it's in the cloud and so it is easy for us to scale up and down. Right. The, Jessica Denson (04:15):
So, uh, back to you Sadie. How is it with, uh, AI right now? Is there a bit of a challenge with these types of platforms versus ai or is that just not even in the fear or are you guys using it when Yeah, so I mean, if you're not using it, you're getting left behind I think these days. So, um, I mean, AI's been the theme and I think in most events that we've been had a presence at or that we've, uh, scoped out this whole year. So, um, we're excited to have an integration in using AI to help provide more additional support. Um, so we're really enhancing our product by using ai. Um, and I think there's gonna be lots more to come in that world. Are you Troy hearing a lot of questions around that space when you're talking to new customers? Or are they just really, we just need somebody to help us with our customer base? Troy Cross (05:02):
No, there's always questions, right? Because I think if you think about, so we're in the customer service industry, essentially what we're at, and there's, you know, AI is, is be, is already disrupting the customer service industry, right? So it's front and center. So the questions are, you know, do you need a service like Osmo when AI's coming? Um, is AI gonna, you know, decrease the need for something that we, like, we have or, or increase it? And, and we think it's the latter. Um, and, and our role is not only take AI and make our products better, but also figure out how to integrate into everybody else's work in ai. So a carrier like an at and t is building out a whole AI stack, right? And so how does our product fit into that and help that, help that initiative become more successful? Jessica Denson (05:45):
So what are some of the, the questions that you hear other than ai like that the things that you're hearing from smaller ISPs, uh, that are maybe across the line, or are they just all over the place? Troy Cross (05:59):
Yeah, I mean, I, I think it's depends on that carrier's goal. So one of the things I really strike to like, to stress with carriers of the size that are here at the Mount Connect, you know, sort of that tier two, um, level is your differentiation is not gonna be on speed or pricing. Your, your differentiation is being like local to your community and like being close to your customer. And I like to use like the hometown CTO. And so we really try to leverage that and help them be, do that job better, like be that better hometown CTO and answer all the questions that may come to you. Jessica Denson (06:32):
Oh, I have heard from a lot of tier one even all over the place, whether they serve a million people or you know, just their community of that being that local CT m <laugh>. Yeah, that's right. And now their grandma will call 'em and say, I don't have access right now.
(06:47)
Right. Um, from a marketing standpoint, do you guys, uh, you're all over the country, right? Are you global? So we are global. Um, we're also able to provide a support in Canada, but also in, um, Spanish speaking countries. So our platform actually also supports Spanish, French, and English. So those are kind of our major, um, you know, focuses Uhhuh, <affirmative> in those places. So you're based in Denver? Yes. Is your, are, is the rest of your workforce remote or how does it work? Yes. So we're, we're all remote for the most part at Osmo we're based in Virginia, in Blacksburg. Um, but yeah, myself is in Denver. The rest of my marketing team is all over Uhhuh, <affirmative>, um, we kind of hit all different parts of the coast, <laugh>. And so what's your your, your marketing tagline? Give it to me tagline. Ooh, I don't know. Is it the all in one SaaS platform? I mean, if you friction list customer, if you wanna get technical Yeah, <laugh>, that would be more of our focus uhhuh. Um, but I think overall, I think we've been a really good job of creating like a great, like you said, like our colors and our shapes that we have and our logo. We've been able to create like a very fun presence for a SaaS platform. And you work in San Antonio though, right? So how is that leading? Are you, you're from San Antonio, is that what you said to me Troy Cross (08:03):
There? That's right, that's right. Jessica Denson (08:04):
You like how outed you there. Troy Cross (08:05):
That's right. Jessica Denson (08:06):
He in San Antonio. If y'all wanna find Troy <laugh>, Troy Cross (08:09):
It's okay. Jessica Denson (08:09):
Um, so how is that, uh, do you work all all over the country or how does that work Troy Cross (08:15):
For you? Yeah, I mean we, we have a global focus from a sales perspective. Um, I do have, um, a team, a regional based team. So we have Andrew here on the west coast with us. Um, we have east coast teams as well. Um, we're starting to put people, um, closer to things like Latin America. Um, you know, today's world is in sales, is is not really constrained by where you can drive today, Jessica Denson (08:36):
Right? Troy Cross (08:36):
Yeah, that's true Uhhuh. So, um, I spend a lot of time on airplanes, but we also spend a lot of time just virtually talking to people over camera. I mean, that's just the nature of today's business, like it or Jessica Denson (08:44):
Not, right? Is is it a little different? Do you handle things differently in these other countries or is it, is there also a threat that's similar? Troy Cross (08:53):
I, there is diff there's definitely a difference. And I, I should mention that we also work in the wireless industry as well. Not just wireless. Jessica Denson (09:01):
Oh, wireless, Troy Cross (09:01):
Yeah. Yeah. Okay. And, you know, across both wireless and broadband, different countries will have a different emphasis on this whole idea of like, how far, how far should we take customer support, right? And how deep do we, you know, how deep do we wanna provide support? Do we just wanna provide support for our little route piece of our router and the connection? But everything behind it is someone else's responsibility. It's perfectly valid position. It's just different than a different position than someone in the US would probably take. Jessica Denson (09:28):
So then at that point then the, the platform and justice. Troy Cross (09:31):
That's right. Jessica Denson (09:32):
That's right. So what do you mean by frictionless support? Troy Cross (09:35):
Yeah, think about that as like, um, it really, it's a, it probably leans more towards, um, not the agent, you know, customer service agent, you know, helping a customer more of like a customer coming to a carrier's website with a problem and finding that problem really quickly or pride, finding the answer to that solution, the solution that the problem really quickly, um, without hopefully even calling in and talking to someone. So when we talk about frictionless, we wanna make that sort of journey of finding answers quickly and easily and, and frictionless. Jessica Denson (10:06):
And Sadie for you said, you know, I'm a I'm a communications director, so I Oh, great. I wouldn't talk marketing for a minute. Sure, right. Just sit over there and wait. I'm just kidding. <laugh> <laugh>. Um, how, how was it coming into a, um, company that works with broadband? Was that kind of interesting for you? Did you come from that background or was it, uh, a different background for you? Yeah, absolutely. Very different background. Um, I feel like I've done a similar role but at different industries, but coming into the broadband mobile space has definitely been a big learning curve. Um, there's a lot of technical terms and, um, so it was a bit of a challenge, but I've really been enjoying it. And once you start going to these events, it's so nice when you do work remote to be able to go in person and build those connections and then start to have friends at different events and really get to know one another. So it's been a very, um, I feel like open and friendly community, which has been great. Yeah, they're, they're great. Everybody's pretty awesome. Absolutely. And I, I like to say I, I've been at Connected Nation for about nine years and when I first started, I didn't know the term bro. <laugh>. Yeah, I was like, what? It's high speed internet. Oh, okay. <laugh>. So yeah. Learning is what is, yeah. And Troy, what brought you to Osmo? Have you been there a while or? Troy Cross (11:15):
I've been working with Osmo since 2018, so, um, so yeah, Jessica Denson (11:19):
Right through the pandemic and a time that was important. A very, like suddenly people realize Troy Cross (11:24):
Exactly. Yeah. It was a, you know, we hate to like, you know, no one wants that sort that situation for the nation, but, um, but it actually did boost our business quite a bit. 'cause like overnight people call centers had to go remote and hybrid and work from home and, you know, a tool like ours was, became really invaluable to them. Jessica Denson (11:40):
Yeah. The pandemic really. Um, or at least 'cause I was working in Connected Nation before that, it really raised awareness even with journalists and everybody that it was no longer a privilege, but something that people needed. And I can imagine some of these ISPs there, there work people couldn't just necessarily go into people's homes all a sudden. <laugh> Troy Cross (11:58):
That's right. Jessica Denson (11:58):
That this was critical. Troy Cross (12:00):
That's right. Jessica Denson (12:01):
So, um, let's hope that we don't ever end up there again, but it is still important to have that service. That's right. So talk a little bit about yourself, Sadie, and, um, what's, uh, you have a marketing background, but did you grow up where you are now? Here in Denver or? Yeah, so I'm originally from Pittsburgh, actually. I just moved to Denver, um, a little over two years ago, about the same time that I actually started with Osmo. So, um, it was a whole new jump in my life coming to Denver, so a new job. Um, but it's been very exciting. I love Denver, um, but very different from Pittsburgh. Absolutely. I've been to both ballparks. The Pittsburgh ballpark is cool there on the, the rivers. It's beautiful. It's so beautiful. And the ballpark area. Neat. So, hey, you got, look, you got all the pro sports? Yeah. All the beautiful views. Yeah. All of, yeah. It is beautiful here too. Yeah. And what about for you Troy? What, what's, uh, what brought you to Osmo? What did you do before that? Troy Cross (12:51):
Well, I mean, I came my, I got the gray hair to prove it. I've been around the industry for a long time, but, you know, I came outta college with an engineering degree and went to work straight for the phone company. So I've been a telecom for Oh, I love 35 years. I love people have done that. Yeah, yeah. Um, you know, and little turns here, little turns there, and all of a sudden I'm a VP of sales, so I don't know, you know, from engineering to, Jessica Denson (13:11):
To sales it, it happens, but well not helps that you can talk that Troy Cross (13:14):
It's true technic language. True. It's, it's super helpful, right? That, you know, you can say something with a level of credibility to, you know, about what you're working on. Jessica Denson (13:23):
Well say, you got the start. So we'll let you in and I'm gonna ask each of you, what do you really want people to remember about Osmo? Troy, you go first. Okay. Oh, well she's passed it. I'm passing Troy Cross (13:36):
It to you. I, I think the, the main thing we want, I, I just wanna reemphasize the thing I talked about before, like, become your hometown CTO. It's an opportunity, it's a place to differentiate. Um, we're, we're gonna be there to help you to do that Well and, um, if, if there's any, you know, I just want carriers, um, and providers of all shapes and sizes to sort of embrace that role. It's not scary. You can still, you can provide support for all the things that people use. You just need a little help. And we can help you do that. Jessica Denson (14:02):
Yes. But you know, I said the last question, but I lied. <laugh>, uh, so I really think when you're saying that, I was thinking, you know, some of these smaller ISPs, they don't have very heat. Troy Cross (14:11):
That's right. Jessica Denson (14:11):
So having that or or supporting that, um, does Osmo then support them <laugh>, you know what I mean? They don't just say, here you go and leave. Right? Troy Cross (14:21):
Yeah. We have a great customer success team who's there. Like we dedicate a, a customer success manager to, uh, to new customers. So they're, they become friends, right? They're talking every week. And so if things come up, we're there to help them along the way. Jessica Denson (14:32):
Alright, Troy, let's both stare at Sadie. I guess the final word, pressure. No pressure at all. What should we know? I think the thing that just comes to mind is like, we're here to help, um, Osmos here, to support and to provide that support to make your lives easier, to make your day-to-day easier and to make your customers happier. I think that's our biggest goal. Um, so I'll leave it with that. That's a good place to leave it. Sadie Conley and Troy Cross with Osmo. Thank you so much. Thank Troy Cross (15:00):
You. Yeah, pleasure. Thank Jessica Denson (15:00):
You. Yeah, thanks for being my neighbor today. You bet. Absolutely. I will continue our coverage from Mountain Connect 2025 on the next episode of Connected Nation. Until then, I'm Jessica Denson and this is Connected Nation. If you like our show and wanna know more about us, head to connect nation.org. Our find our latest episodes on all major podcasts.
