Google Fiber
Commercial
2024
Situation:
Google Fiber is part of Alphabet’s Access division. It provides broadband internet, Wi-Fi, TV, and phone products to customers in 20 US locations using its fiber-to-the-premise technology. Google Fiber wanted to offer low-cost internet broadband services to underserved residents in its existing network build footprint.
Our Role:
We provided advisory services to Google Fiber to develop its strategy, roadmap, and marketing plan in support of its Neighborhood 100 Meg product offering. Neighborhood 100 is a fast, reliable, and fairly priced internet service for households served by Google Fiber making $40,000 per year or less.
We specifically drove:
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Comprehensive analysis that identified cohorts of eligible customers for the product in Google Fiber’s network footprint in each metro area.
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Comprehensive analysis and review of the competitive landscape data (companies and products) in Google Fiber’s network footprint in each of the metro areas.
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Detailed analysis and description of each product eligible cohort and sub-cohort and identified which prospective product customer cohorts Google Fiber is most likely to succeed with in terms of sales and retention with accompanying explanation.
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Comprehensive marketing strategy and roadmap that included targeted messaging and recommended marketing activities for Google Fiber to reach prospective product customers identified in the Cohort Analysis. Supported objective prioritization of services with the client team.
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Created, managed, optimized and tracked the implementation of the Marketing Strategy and recommendations designed at achieving Google Fiber’s goal of adding product customers in the first 12 months following initial product launch.
Results:
Google Fiber’s Neighborhood 100 Meg is now launched across many cities offering 100 Mbps upload and download speeds at $20 per month to eligible customers. These customers can now keep themselves and their family connected whether it is for school, work or fun. They can stream, video conference, and learn without interruptions or delays.
