|By PR Newswire||
|January 7, 2013 03:00 PM EST||
LOS ANGELES, Jan. 7, 2013 /PRNewswire/ -- Google's brand recognition, along with the prospect of higher Internet speeds, has enticed 30 percent of possible subscribers in its Kansas City metro area footprint, coined "fiberhoods," to pay a $10 pre-registration fee, according to original research from Ideas & Solutions! Inc. (http://www.ideasolutions.com)
In addition to those pre-registrants, the "Google Fiber Matters: Consumer Demand Study" found another 30 percent of the qualified population expressing interest in Google Fiber's high-speed Internet and video offerings.
"Google Fiber has conducted a remarkable marketing campaign," said Glen Friedman, president of Ideas & Solutions! Inc. "Historically, pay TV 'overbuilders' penetrate about one-third of their marketplace over time. This level of interest in the beginning is unprecedented. For Google Fiber, the challenge moving forward is to do an equally good job on the fulfillment."
The Internet giant employed a host of measured marketing tactics in Kansas City beyond the usual advertising and news coverage. Google and Google Fiber used their online advertising juggernaut, together with social media; they also hosted local promotional events planned by neighborhood organizers, opened a Google Fiber store, operated a Google ice cream truck and planted yard signs.
Google's marketing efforts paid off with a positive perception among subscriber prospects. The study measured 11 brand attributes comparing Google with the incumbent pay TV operators in the Kansas City fiberhoods. Survey results showed Google Fiber surpassing the incumbents across all 11 attributes. Even its weakest brand attribute - consumer privacy protection - scored higher than that of the pay TV operators, collectively. Nearly 60 percent of respondents trusted Google with their privacy, while only about 40 percent trusted their pay TV operators. This, despite the fact that parent company Google has had to defend itself in the past on privacy issues.
In other brand comparisons, Google Fiber whipped the competition. When asked about new largely IP-based TV applications on devices, about 88 percent of respondents selected Google Fiber as the better provider, compared to 12 percent who favored the incumbent. And in terms of cloud-based services, 90 percent of respondents picked Google, compared to 10 percent for the existing pay TV operators.
The survey data reflects that consumers associate parent company Google with the Internet and therefore are more accepting of Internet-related services from Google Fiber than from their pay TV providers.
"The downside to such high expectations is living up to them," said Friedman. "It's not easy to deliver and maintain a high standard of customer service and customer experience. Although Google Fiber ranks higher than the incumbents in 11 areas of branding, the company is unproven in its ability to deliver and fulfill a complex Internet and video service offering."
One specific area measured where the existing pay TV operators have some advantage is with video. A key reason for consumers not making the switch to Google Fiber is concern they won't receive all their favorite channels. Of the survey respondents who have paid the pre-registration fee, 40 percent intend to get broadband services from Google Fiber but take pay TV services from another company.
When it comes to video, the incumbents have the advantage of long-standing programming relationships. Unfortunately, video is their lower-margin product and Internet is their higher-margin product, making any erosion of their Internet subscriber base especially problematic. With its strong marketing, Google Fiber has gotten the attention of Internet subscribers. It will now be up to the incumbents to strategize their response.
Study Methodology: A total of 1,303 interviews were fielded. From Oct. 19 to Nov. 4, 2012 - a few weeks just prior to Google Fiber's first customer installations - 532 online interviews were completed among Kansas City fiberhoods with adults 18-74 years of age. An additional 771 online interviews were conducted nationwide, for benchmarking purposes, among adults age 18-74, Oct. 19 to Nov. 12, 2012. The survey instrument averaged 15 to 25 minutes in length, depending on the number of pay TV subscription services and electronic devices utilized by survey respondents.
About Ideas & Solutions! Inc.
Ideas & Solutions! Inc. is a Los Angeles-based consultancy that specializes in guiding media and technology companies in a rapidly changing business landscape; most recently it has provided expertise on mobile video and multiscreen video. The company offers objective analysis as well as actionable plans and programs to clients while working closely with leading research, marketing and communications firms.
Glen L. Friedman, Principal and President of Ideas & Solutions! Inc., is a 25-year communications and media veteran with extensive experience in all areas of marketing, strategy, business development and ad sales. Mr. Friedman, recognized as a Cable Pioneer, was a vice president and key architect in the launch strategy for DIRECTV; and he has worked in senior positions at what is now Time Warner Cable as well as Century Cable. He and his company have acted as a strategic advisor to a diverse group of companies including Apax Partners, Discovery Communications, Fox Cable Networks, Rentrak, Saban Capital Group, Starz, The Weather Channel and XM Satellite Radio.
SOURCE Ideas & Solutions! Inc.
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
May. 28, 2016 01:30 AM EDT Reads: 1,425
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
May. 28, 2016 01:00 AM EDT Reads: 1,909
Designing IoT applications is complex, but deploying them in a scalable fashion is even more complex. A scalable, API first IaaS cloud is a good start, but in order to understand the various components specific to deploying IoT applications, one needs to understand the architecture of these applications and figure out how to scale these components independently. In his session at @ThingsExpo, Nara Rajagopalan is CEO of Accelerite, will discuss the fundamental architecture of IoT applications, ...
May. 28, 2016 01:00 AM EDT Reads: 1,232
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
May. 28, 2016 12:30 AM EDT Reads: 2,001
SYS-CON Events announced today that Tintri Inc., a leading producer of VM-aware storage (VAS) for virtualization and cloud environments, will exhibit at the 18th International CloudExpo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
May. 28, 2016 12:15 AM EDT Reads: 2,396
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
May. 28, 2016 12:00 AM EDT Reads: 1,313
SYS-CON Events announced today that EastBanc Technologies will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. EastBanc Technologies has been working at the frontier of technology since 1999. Today, the firm provides full-lifecycle software development delivering flexible technology solutions that seamlessly integrate with existing systems – whether on premise or cloud. EastBanc Technologies partners with p...
May. 27, 2016 11:30 PM EDT Reads: 2,291
SYS-CON Events announced today that BMC Software has been named "Siver Sponsor" of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. BMC is a global leader in innovative software solutions that help businesses transform into digital enterprises for the ultimate competitive advantage. BMC Digital Enterprise Management is a set of innovative IT solutions designed to make digital business fast, seamless, and optimized from mainframe to mo...
May. 27, 2016 10:30 PM EDT Reads: 2,189
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
May. 27, 2016 09:30 PM EDT Reads: 759
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discuss how businesses can gain an edge over competitors by empowering consumers to take control through IoT. We'll cite examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He'll also highlight how IoT can revitalize and restore outdated business models, making them profitable...
May. 27, 2016 07:45 PM EDT Reads: 2,858
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
May. 27, 2016 06:00 PM EDT Reads: 3,150
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.
May. 27, 2016 06:00 PM EDT Reads: 2,044
Customer experience has become a competitive differentiator for companies, and it’s imperative that brands seamlessly connect the customer journey across all platforms. With the continued explosion of IoT, join us for a look at how to build a winning digital foundation in the connected era – today and in the future. In his session at @ThingsExpo, Chris Nguyen, Group Product Marketing Manager at Adobe, will discuss how to successfully leverage mobile, rapidly deploy content, capture real-time d...
May. 27, 2016 04:45 PM EDT Reads: 1,574
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
May. 27, 2016 03:30 PM EDT Reads: 1,131
SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from Web startups to global enterprises. SoftLayer's modular architecture, full-featured API, and sophisticated automation provide unparalleled performance and control. Its flexible unified platform seamlessly spans physical and virtual devices linked via a world...
May. 27, 2016 03:30 PM EDT Reads: 2,207
IoT generates lots of temporal data. But how do you unlock its value? How do you coordinate the diverse moving parts that must come together when developing your IoT product? What are the key challenges addressed by Data as a Service? How does cloud computing underlie and connect the notions of Digital and DevOps What is the impact of the API economy? What is the business imperative for Cognitive Computing? Get all these questions and hundreds more like them answered at the 18th Cloud Expo...
May. 27, 2016 12:00 PM EDT Reads: 2,231
SYS-CON Events announced today Object Management Group® has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
May. 27, 2016 10:00 AM EDT Reads: 2,427
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
May. 27, 2016 08:45 AM EDT Reads: 1,150
Join us at Cloud Expo | @ThingsExpo 2016 – June 7-9 at the Javits Center in New York City and November 1-3 at the Santa Clara Convention Center in Santa Clara, CA – and deliver your unique message in a way that is striking and unforgettable by taking advantage of SYS-CON's unmatched high-impact, result-driven event / media packages.
May. 27, 2016 08:00 AM EDT Reads: 2,389
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, will provide an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life ...
May. 27, 2016 07:45 AM EDT Reads: 1,947