Finding itself seriously challenged in the Atlanta market virtually overnight, Comcast (NASDAQ: CMCSA) has gone on the marketing offensive against Google Fiber (NASDAQ: GOOG), imploring consumers, in a promotional flyer, not to "fall for the hype."
In the flyer, posted by a Reddit user and originally discovered by Ars Technica, Comcast touts what it claims are Xfinity service advantages in terms of in-home Wi-Fi, DVR remote access, the X1 Voice Remote and on-demand programming selection.
Not surprisingly, the flyer pays little reference to Comcast's deployment of usage-based pricing in the region or its higher price points.
Comcast began testing DOCSIS 3.1 network technology in the Atlanta area in December. The city is one of two locations (Nashville is the other) in which the MSO plans to first deploy DOCSIS 3.1-powered gigabit-speed Internet services, starting in the first quarter of this year.
But Google's rapid infiltration into Atlanta -- the company plans to use existing fiber in apartment buildings and other multi-unit dwellings to trim deployment time -- clearly represents a competitive threat to Comcast. That starts with pricing.
Similar to Kansas City and Provo, Utah, Google Fiber will continue to offer its standalone 1 Gbps symmetrical broadband service for $70 a month. It will also give eligible consumers the option to purchase a bundle of symmetrical gigabit fiber and TV for $130 a month.
One of the nuances of its Atlanta rollout plan is that Google Fiber has replaced its "free" 5 Mbps offering -- one that required a one-time $300 installation fee -- with a 100 Mbps tier for $50 a month.
Google Fiber said that Atlanta customers who chose the Basic Internet 100 Mbps plan can upgrade to the Gigabit plan anytime, since the wiring and equipment will already be in place at their premises.
Google Fiber reveals Atlanta market pricing, replaces 'free' tier with $50, 100 Mbps option
Comcast rolls out DOCSIS 3.1-powered gigabit network in Atlanta, Chicago, Detroit, Miami and Nashville
Comcast ups gigabit battle against AT&T with five-market DOCSIS 3.1 launch