By: Steven Mercy

Ludio Porto Alegre is a commercial management and marketing specialist in Brazil’s telecommunications sector. With many years of experience in training telecom agents and headhunting (or, as he calls it, talent hunting), Ludio is an expert in the field. This situates him well to speak on the rapid transformation of the global telecom industry, and especially to the success of NAXI, a Brazilian Telecom company founded by Gustavo Stocco. Ludio’s deep industry knowledge and firsthand experience with NAXI allow him to bring unique insight into Gustavo’s leadership and the company’s effect on the industry.

Thank you for joining us today, can you give us a little run down of where the telecom industry is today?

Ludio Porto Alegre: The global telecom industry is in the midst of a rapid transformation, one that is driven by advancements in technology, an increased demand for high-speed internet, and evolving customer expectations. There is predictably a large focus on the United States, but some fascinating cases in Brazil provide valuable insights. Today, I will be talking about NAXI, a company that was led by visionary leader Gustavo Stocco, whose leadership helped to set new standards for innovation, customer satisfaction, and operational excellence.

What sets Gustavo Stocco apart from other Telecom Experts?

First off, it is essential to put this question into context. The telecom market is made up predominantly of technical experts who deeply understand the field they are working in. What makes Gustavo different is his complete understanding of not only the technical side but also the business side. What first caught my attention were Gustavo’s behavioral characteristics and his incredible originality.

Photo Courtesy: Gustavo Stocco

What do you mean by originality?

In the Brazil telecom sector, which includes over 20,000 companies, Gustavo was a revolutionary. He was the first to adopt the use of XGS-PON (PON stands for Passive Optical Network) technology, which is an updated standard for PON networks, allowing for 10 gigabit (10Gbps) symmetrical data transfer. This means symmetrical upload and download speeds, something that needed to be improved at the time. This technology allows Internet Service Providers (ISPs) to provide ultra-fast internet for their customers, meeting the growing demand for high-bandwidth applications such as video streaming, online gaming, and remote work. Gustavo’s implementation of this technology positioned NAXI as a pioneer in Brazil in a similar vein to how ISPs in the U.S. are pushing the envelope with next-gen network technologies.

What other traits besides great leadership made Gustavo so successful at NAXI?

I would say that Gustavo’s attention to detail is remarkable. He is extremely observant and calculating and doesn’t make decisions based on his emotions. This attention to detail means that Gustavo is methodical and ensures that he puts the standards of NAXI’s clientele first. This methodical nature and level of precision helped to maintain NAXI’s high standards in every aspect of operation. This sort of precision is rare, even in the U.S. market, where ISPs often struggle with customer satisfaction as they expand. Gustavo is a focused leader who doesn’t shy away from his goals. It is his ability to integrate his immense technical expertise with a clear vision for the future that sets him apart. Of course, Gustavo also stayed involved in all areas of the business during his time at the helm of NAXI, and that makes him a figure worth studying for any telecom leader.

Why was Naxi so groundbreaking?

NAXI distinguished itself significantly under Gustavo’s leadership. His commitment to innovation and consumer value was evident. Among the numerous providers in Brazil, NAXI’s average revenue per user (ARPU) was notably high, positioning it among the leading in a competitive market with an average ticket price exceeding 150 BRL. The combination of customer satisfaction and ARPU is directly linked to Gustavo’s innovative approach

What about the culture at NAXI made it so successful?

When you visited NAXI’s website it was evident immediately that the company was different. Gustavo took care to set up a unique culture within the “Naxian” world, with its own language which set the company apart. There was a decided effort to develop a strong sense of identity with an emphasis on employee engagement, very similar to the successful U.S. tech companies. Gustavo and NAXI’s relentless pursuit of quality in every aspect was evident when they built their new headquarters. The headquarters wasn’t just large, it was meticulously designed with the well-being of the employees at the forefront. This attention to detail by Gustavo and continuous improvement in every aspect of the business is a lesson for any company striving for success.

Photo Courtesy: Gustavo Stocco

Why should others look to Gustavo as an inspiration in the telecom field?

Gustavo should be looked at as an inspiration due to his ability to stand out in a crowded field. In Brazil where there are over 24,000 providers, of which I know over 200 myself, only 2 have stood out to me as truly exceptional, NAXI and Tchê Turbo. In the U.S. where the industry is dominated by a few large players Gustavo’s story is refreshing in its dedication to quality. Gustavo’s ability to integrate technical excellence with strategic foresight makes him a leader worth studying for anyone in the telecom industry, especially those looking to innovate and maintain a competitive edge.

Talk about Gustavo’s dedication to innovation:

Gustavo was the first person to introduce XGS-PON in Brazil, showing his willingness to lead the way in technological innovation. He is not only incredibly intelligent but combines that with extreme focus, and a unique understanding of every aspect of business, from HR to customer service, with Gustavo at the helm NAXI was destined to achieve excellence. Having a similar holistic approach is particularly relevant in the American telecom market as smaller more agile ISPs have begun to provide stiff competition. The rollout of 5G and push for better rural broadband coverage offering faster speeds, lower latency, and the ability to connect more devices simultaneously has made it easier for the smaller ISPs to compete against the giant telecom companies. 

How is Naxi different from the other companies you have worked with?

Naxi created its own culture, the ‘Naxian’ world, this sets it apart from others as it creates its own unique identity. NAXI was also a pioneer in cutting-edge technologies in Brazil such as XGS-PON and Fiber to the Home (FTTH), long before the large Brazilian telecom companies made the shift. FTTH brings fiber-optic cabling directly to the living space offering higher bandwidth and faster internet, an option that many U.S. companies are now adopting. NAXI never ceased in its commitment to improvement, whether in technical aspects of customer engagement strategies or maintaining high standards despite the rapidly evolving industry. Gustavo had a clear vision for the future and his ability to execute that vision with precision are qualities that resonate across the global telecom landscape.

Do you have any final words on NAXI and Gustavo?

Gustavo Stocco’s leadership at NAXI is more than just a story of business success. It is an example to others of how innovation, meticulous attention to detail, and a strong people-focused culture can transform not just an individual company but an entire industry. Wherever I go to speak about excellent providers, I always mention NAXI. In my lectures to this day, throughout Brazil, I continue to use NAXI as an example of a standard for excellence. In an increasingly competitive telecom market, Gustavo’s approach offers valuable lessons for businesses looking to stand out. Both he and NAXI should serve as an inspirational roadmap for others to follow to success.

Published by: Holy Minoza