At the end of the first quarter of this year, T-Mobile and Verizon together have accumulated 8.6 million customers nationwide on FWA cellular home broadband. This is amazing success for a product that was just launched in 2021. The combined FWA customers represent 7% of the entire U.S. broadband market, and if FWA was a single ISP it would be the fourth largest ISP in the country behind Comcast, Charter, and AT&T.
Nobody knows exactly where the companies are finding the new customers because they aren’t telling, and the companies losing customers are mum about it. The FWA technology isn’t everywhere, and T-Mobile claims to cover over 50 million households with the technology, and Verizon 40 million. The appeal of FWA is obvious. The companies offer broadband between 100 Mbps and 300 Mbps in in most markets with prices from $50 to $70 depending on bundling with a cellphone and agreeing to use autopay. The two carriers have also selectively been paying customers to break contracts with other ISPs.
It’s obvious in looking at the claimed coverage of FWA in the FCC broadband maps that a lot of FWA coverage is in rural areas where there aren’t a lot of broadband alternatives. The two carriers are likely snagging customers from DSL, fixed wireless ISPs, and satellite companies, as well as migrating their own rural hotspot customers to the much-improved broadband. However, FWA also covers a lot of towns, suburbs and cities. In these markets, the FWA carriers are touting low prices and faster speeds to lure customers who stayed with telephone company DSL to save money. With low prices, FWA is also clearly targeting cable companies.
It’s been interesting to watch how competitors have been dealing with FWA. In an article in FierceNetwork, Comcast CEO Brian Roberts characterized FWA by saying “Three companies are all simultaneously within a short period of time are all offering a home connectivity product by their own admission a lower speed, more easily congested network.” Comcast is reacting to FWA by advertising the differences between the products. The company has also launched its NOW line of products. This starts with broadband priced at 100 Mbps for $30 or 200 Mbps for $45.
Charter’s CFO Jessica Fischer characterized FWA technology as “lower quality but also lower cost.” She went on to say that FWA will not be able to keep up with increased household demand in future years. Fischer characterized the impact of FWA as “temporary.”
Cox Communication has been advertising against FWA since the end of 2022. In it’s first ads the company said that “FWA is just phone Internet, not home Internet” and isn’t as fast or reliable as Cox’s cable Internet service. The ads went on to warn the public not to “put a cell tower in charge of your home Internet connection.”
Frontier’s Executive Chairman of the Board was quoted at a J.P. Morgan conference as saying that FWA is having almost no impact on Frontier’s fiber business, which is believable since Frontier offers symmetrical 500 Mbps broadband for a standard rate of $64.99, with an introductory rate of $44.99. But Frontier hasn’t been saying anything about the impact of FWA on its DSL service, which is an obvious target for FWA where Frontier has not yet converted to fiber.
It’s an interesting set of reactions. Only Comcast is trying to openly compete with price. It’s likely that the others are quietly offering price deals to keep customers. However, lowering prices has a downside by lowering average revenue per customer – a key financial metric for the industry. ISPs have to decide which is worse – losing customers or lowering prices.
The primary thing that FWA has done to the industry is to shake up the price point for broadband. The big cable companies have all increased list prices annually over the last decade to goose prices to $90 and more. Charter just announced another $3 rate increase across the board. However, a shrinking number of cable customers are paying the list price for broadband.
The cable companies all warn about the ability of FWA technology to serve a lot of customers. The cable companies seem to believe (or at least want the public to believe) that many people will try FWA and not like the broadband experience. The cellular carriers have enough capacity to have gained 7% of the U.S. market in an incredibly short time, and only time will tell if the cell carriers can hang on to these customers over the long haul.
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