After a long wait, Cox, the Atlanta-based media giant which has its hands into more industries than you can shake a stick at, finally entered the wireless business with Cox Mobile. Let’s take a closer look at how the cable TV companies are doing in the wireless industry, and what kind of impact we should expect from them.
Cox Mobile follows other cable TV competitors, Xfinity Mobile, Spectrum Mobile and Optimum Mobile into wireless as a reseller. In fact, there are quite a few different MVNO resellers already in this rapidly growing segment like PureTalk, Cricket Wireless, Tracfone and many others, large and small.
Customers increasingly like resellers because their prices are lower than traditional wireless. True, they have to pay for the month in advance, and have to give us some features, but there are no long-term commitments and for a growing number of users, it’s a good choice. Especially as the economy tightens.
Cable TV first attempt at wireless failed, but second is better
Cable TV getting into the wireless business is not new. This is the second attempt to enter wireless over the last fifteen years.
The first time failed. Cable television companies entered, failed, then quickly withdrew, licking their wounds in the process. They spent time trying to figure out where they went wrong.
That was when the iPhone and Android were still young. In fact, the entire wireless industry started the process of a total reinvention.
Cable TV failure in wireless was not alone. Others like Amazon with their Fire Phone, and Facebook with their phone also entered the space and quickly shut down, also loaded with bruises.
Then, years later Comcast Xfinity, Charter Communications and Altice Optimum gave it another try. This time around, they have been more successful. Some are stronger than others, but they all seem to be in wireless for the long-term.
More importantly, to them, wireless has become another leg on the stool to improve customer retention for cable TV companies who were at risk of customer loss with traditional service.
Wireless helps the cable television industry create a sticky-bundle improving customer retention.
Will Cox Mobile succeed in wireless this time around?
So, since Xfinity, Spectrum and Optimum are successful in wireless this time around, will Cox Mobile also do well?
I believe they could indeed. The only real question is how strong will they be in this space?
You see, the wireless industry is a big, loud, in-your-face space. Successful companies in the wireless space must punch their way onto the map so consumers can find and choose them. Customers choose one provider.
The cable television industry is the opposite. They never had competition, so they never needed to learn marketing. In fact, they are still struggling with customer recognition of their brand identity. But they are learning and getting better.
Cox, while a great company with great workers, is not a big, loud, in-your-face company.
In fact, this new approach is what saved T-Mobile over the last decade. Does Cox have it within them to take the same approach?
The big challenge Cox Mobile faces in wireless
I live in Atlanta, as does Cox, and I can tell you they own quite a bit of office space in a very exclusive part of town. Their name stands proudly on top of the real estate complex they are in. They are also spread across many different industries in many different locations.
Even so, while they are known, they are not as well-known as you’d imagine. Their services may be, like WSB-TV and radio, but not the corporate brand.
And Cox Mobile is the name of the new service.
Unless you live in the Atlanta area, their public relations and marketing has not done them justice. Most people have no idea who or what Cox is.
Xfinity, Spectrum and Optimum are also quiet companies. However, they have been coming out of their shells somewhat in recent years. They have more work to do, but they are heading in the right direction.
Enough so they are showing growth in wireless. However, not as much and as fast as they could.
Can Cox Mobile follow Xfinity Mobile, Spectrum Mobile, Optimum Mobile
So, in my opinion, Cox Mobile will have to shake off their quiet covering like a butterfly coming out of its cocoon. If they can raise their profile enough and become a better known and may I say loved brand, maybe they can be successful in wireless.
Taking the T-Mobile, in-your-face approach goes against their grain. However, it must be done at least to the same level as Xfinity, Spectrum and Altice for them to reach the level of success they want in wireless.
We’ll have to wait and see what they do moving forward.
So, let me wish Cox Mobile success in this wild and wacky world of wireless. Hopefully, the best is yet to come for them.
