Clarify what are the current problems with the adoption.
1. Is it low awareness from relying primarily on word of mouth awareness?
2.Is it low because its intentionally rolled out only in a few cities? This could be true, due to the high infrastructure cost of laying down fiber and the infrastucture involved.
3. In which cities has it done well? For example, are these cities with fairly densely populated urban centers where people live close to downtown? If there are cities where it has done well, we can examine in detail why its done well there, and replicate that model in more cities of a similar nature.
1. Since internet is now a basic necessity, the total addressable market is all 100 million households in the US. However, since Xfinity or Comcast are the incumbent providers, most households are likely to already have their internet connection from either of these two, so Google's offering would need to capture market share from its competitors.
In order to grab market share from competitors, Google would need to either compete on:
1. Price : Price is a difficult thing to base the entire strategy on. Infrastructure is expensive so we don't want to necessarily start offering a lower price option to enter the market.
2. Value to the customer : Since Fiber provides high streaming b/w this might be a key differentiator. We can look at bundling services such as Google Play with lots of streaming content or partner with other content providers such as HBO or Hulu to bundle the offering. Further , we can look at bundling with Chromecast as part of the package or Google Stadia for gaming enthusiasts.
1.It would be great to start with Youtube to serve adds that showcase the value of Google's Fiber to the home.
2.Additonally, focusing on high density areas such as college campuses would help Google capture the student population's loyalty, as they will graduate to move to other places where they might prefer to still have Google's Fiber to the home. In addition, college campuses are fairly discrete in size, so for a slightly lower infrastructure cost, you get more users / square meter of space.