Remember when dial-up Internet created a run on second lines? That trend fueled great growth (and cash flow) in telco access lines. Unfortunately for telcos, it was short lived. That growth came crumbling back down soon after broadband’s adoption curve spiked, causing customers to disconnect those slow dial-up second lines. These declines played a big early-on role in the “telco access line blood bath,” which continues today, albeit for different reasons.
Frontier seems to be taking a page out of that history (the good part anyway) with their new Second Connect campaign, which advocates customers subscribing to a second DSL line for better and faster broadband. Don’t fight with your kids to share a single DSL connection, Frontier advocates. Just add another.
“If your house now has a single dedicated Frontier connection to the Internet and you are tired of sharing bandwidth to get your work done at home with the kids’ schoolwork, gaming, social networking and streaming video, call Frontier today at 800-921-8101 or visit Frontier Second Connect for more information. We can help!” advises Leona Lindner, Vice President of Commercial Marketing for Frontier in a press release.
Interesting approach. On the one hand, legions of customers may relate to the idea, given they remember the need for second lines for Internet service. Perhaps they’ll bite. Frontier will charge as low as $13.50/month (and a $6.99/month modem fee) for the privilege.
On the other hand, this campaign is not without risk. Does it expose the limitations of Frontier’s DSL broadband experience? Some customers may ask, why do I have to buy a second line (or Connect in this case) to get the broadband experience I need for my household?
I could see telecompetitors to Frontier who have DOCSIS 3.0 or FTTH capability having a field day competing with this offer. “Why buy two DSL lines from Frontier when you can buy a single faster one from us?” they’ll argue. Should be interesting to watch.