Google's latest major innovation is called Project Fi, a new wireless mobile service that will allow the user's devices to change between Wi-Fi hotspots and 4G LTE networks without the user even noticing. This new service, has without a doubt, shaken the whole wireless industry; and has led most people to believe that the nation's carriers will drastically change the way they operate. It is true that the controversial Project Fi, will somehow compete with carriers; but network operators are not the only industry that might feel pressured by the upcoming launch of the new service. Cable companies, like Comcast or Cablevision, must also begin thinking how will Project Fi affect their services and how will they be able to benefit from it.
Google's new service aims to improve the transitions between Wi-Fi and cellular data, and with that, provide a constant connection to the user. Cable companies can take the same approach as Google and partner up with wireless carriers to expand their service from being limited by Wi-Fi's range, to being able to fill the gaps where there's no Wi-Fi hotspots nearby with a carrier's network. Google has already signed partnerships with two carriers in the United States, T-Mobile and Sprint. The key element of Project Fi is that the service will connect the user's device to one of more than a million Wi-Fi hotspots, and if said hotspot's signal is getting weaker, Project Fi will automatically transition to cellular data without the user even noticing. These two deals, with T-Mobile and Sprint, will aid Google's Project Fi come to life by offering their own networks for devices to connect when there is no Wi-Fi hotspots around.
Cable companies could take advantage of this relatively new type of service and approach that Google has taken, and apply the exact same strategy. Cable companies could step into the wireless market by creating partnerships with carriers to fill in the gaps where Wi-Fi is not available. Comcast, Cablevision, Cox, Time Warner Cable, and Bright House Networks already have numerous public Wi-Fi hotspots for their customers to connect to when they are on-the-go, meaning that the time when their customers would be connected to a mobile network will be minimal. Cable companies have always been tempted to step into the mobile world, as the market has been on the rise for quite a while now; and Project Fi could be the service that leads them into taking that step. Google never stated that they wanted to be a major network operator, instead, according to Google's Senior Vice President of Products, Sundar Pichai, the company's main goal is to take both carriers and cable companies, out of their comfort zone and further explore new ways for them to provide their services.