As stated in a recent blog post Google Fiber will be successful dependent on its ability to procure adequate programming to compete against incumbents Time Warner Cable and AT&T U-Verse. The newcomer took a step in that direction by adding both STARZ and Showtime to its programming mix for potential Kansas City customers. In addition, the company signaled sixty-two neighborhoods have registered the minimum number of potentials to begin building fiber to those areas.
Channel Additions
Google’s current channel line-up includes a 185 channel package including premiums like Showtime multiplex, The Movie Channel, and Flix; STARZ multiplex, Encore, IndiePlex, RetroPlex, MoviePlex; and Hispanic Univision tlnovelas, Bandamax, and Telehit. Their non-premium offerings are a mix of popular channels absent some of the more highly rated standards.
It is a milestone for Google Fiber, yet a small one, in reaching the goal of successfully competing with entrenched Pay TV operators enjoying existing contracts with the major networks like HBO, Discovery Networks, Disney-ESPN, and others. Without comparative market programming, the Gigabit broadband offering will be a standalone service, while competitors offer bundled broadband, and digital TV in their mix. Again, to state the obvious, Google must be able to compete on a level playing field for any kind of success.
Google Fiber Project broadband speeds are a market differentiator, but completing the whole package on an apples-to-apples basis is essential. That entails looking closely at its local competitor offerings, including Pay TV, and Mobile services, creating a bundled package that both competes and differentiates from the incumbents.
Neighborhood Pre-Register
As a newcomer Google Fiber initiated a pre-register program of each neighborhood in Kansas City. Those areas were expected to register enough potential customers to qualify for the fiber build-out which has yet to begin. Expectedly sixty-two neighborhoods have qualified to become part of the Google experience signing the minimum needed to get the project rolling. These are important but small milestones in the long-term success needed for the initiative. Going forward we will continue to watch will market trends with close anticipation.
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Founder of Broadband Convergent, a Broadband-Mobile-Cable-Wireless-Telecom market website focused on highlighting industry news and strategic issues within technology arenas. Highly researched and experienced insights and trends both inform and enlighten readers on current industry convergence of Broadband-Cable-Mobile-Wireless and Telecom Sectors.
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