Amazon announced a new device that offers broadband backup for broadband outages. The new device is the eero Signal, which is an add-on to Amazon’s eero WiFi system that will automatically connect a customer to cellular broadband any time the primary broadband connection fails.
For now, the device works with 4G and retails for $99.99. For the purchase price, a customer gets the device plus six months of backup service. After that, there is an annual $99.99 subscription. A 5G version of the products is coming soon that will have a $199.99 annual subscription fee. In both cases, the customer also has to have an eero subscription, which can cost as much as $9.99 per month or $99.99 for a year.
The Signal device will connect with the strongest carrier signal in your area, meaning that Amazon has made arrangements with AT&T, T-Mobile, and Verizon. There are usage limitations, and the cellular connection can’t be used as a primary broadband connection. I’m curious how long the device will function for somebody who has a multiday outage. One of the other caveats of the device is a warning that customers can’t connect to 911 through the device.
Amazon is clearly counting on folks willing to pay extra for instantaneous broadband backup. The service seems pricy to me. I have several broadband outages every month on my cable broadband connection, and most last for 15 minutes or less. If I’m working on my computer, I can activate my cellular hotspot within a minute if I really need an Internet connection, but I often just wait for the outage to clear. But I’m not the target customer for the product since my quick fix is only for the computer I am using. I don’t operate any critical devices on WiFi, like a security system, fire alarms, or a health monitor. The biggest draw of the service for folks with those devices is that the eero Signal product will support WiFi for all of the devices in the home, including when the customer is away from home.
In December, AT&T also announced a new broadband backup service. This is a free product that offers cellular backup to customers who buy both AT&T broadband and cellular service. This backup also provides cellular broadband for the whole home, but only if the activated cellphone is within range of the home Internet gateway. The broadband gateway will instantly start using cellular broadband if the normal broadband connection is lost. One of the best features of this service is that it requires no new hardware or a subscription. But this wouldn’t provide backup for critical devices if the customer isn’t home or in range with the cellphone.
Both companies obviously think there is a need and a market for a backup service. AT&T is oddly acknowledging that its broadband has enough outages for this service to be an issue. I’m going to guess that Amazon isn’t going to be the only hardware company to offer this. The idea of creating a recurring revenue stream has to be attractive to folks who normally sell hardware.







