Google Inc (NASDAQ:GOOGL)’s Google Fiber Internet is driving rival Internet providers to up their game as the face an underdog that seems to have the right strategy to eat their lunch. Cost is not an issue as the likes of AT&T Inc. (NYSE:T) and Time Warner Cable Inc (NYSE:TWC) bundle out their versions of superfast Internet speeds at no additional cost to subscribers.
Time Warner Cable is joining Google Inc (NASDAQ:GOOGL) and AT&T in the super high-speed Internet with the launch of what it calls next-generation “Maxx” broadband and TV service. Maxx will launch in North Carolina city, promising Internet speeds that are almost six times faster than the current service.
Internet speed bump at no additional cost
However Maxx speeds will depend on the plan that customers chooses to purchase. For the Ultimate subscription, Time Warner Cable is giving up 300Mbps, up from 50Mbps at no extra cost. The rollout of the new service is expected to start in the summer.
Internet arms race
The interesting twist in the whole story of revamped Maxx is that Time Warner Cable is moving to bolster is Internet offering in North Carolina city even before Google gets there. Google could enter the market later this year with its disruptive Google Fiber service. That move will further escalating Internet arms race in the region.
Google Inc (NASDAQ:GOOGL) is pushing aggressively to bring ultra high-speed Internet to the masses. The company announced plans to roll its Fiber service in three more cities in Charlotte as well as Raleigh-Durham in the North Carolina area. The company is offering 1Gbps, which is more than 100 times faster than the U.S. average Internet speeds.
Bolstering of Internet speeds is happening at a time when the Obama administration has been seen trying to dismantle Internet monopolies in the rural.
Google Inc (NASDAQ:GOOGL)’s ambitions are to offer Internet speeds that are thrice as fast as those offered by competitors but at competitive prices.
Rivals catching up with Google
However, given Google’s slow rollout of Fiber, its rivals are catching up in some markets. AT&T is keen to rival Google in Kansa City, where the carrier is promising 1Gbps Internet speeds.
The battle for higher Internet speeds among providers is good news for consumers, especially coming when online television streaming market is just starting to heat up as new providers come to market.