An announced Windstream rebrand will introduce Kinetic across its broader consumer and SMB product portfolio as a new premium brand. Windstream has been using the Kinetic brand since 2014 for its IPTV service.
The new Kinetic brand will now be featured across Windstream’s entire 18 state footprint, in markets where it has upgraded its network for better broadband and IPTV. A Windstream spokesperson tells Telecompetitor the Kinetic brand will be featured in markets where 25 Mbps or better are available. That includes their Project Excel markets, but is also broader than just Excel markets.
First announced in 2015, Project Excel aimed to bring faster broadband of 100 Mbps to at least one million locations across Windstream’s footprint, using FTTN technology. Back in March of this year, Windstream reported that Project Excel was 70% complete. Windstream has also launched some FTTH gigabit markets.
A press release announcing the Kinetic rebrand states that the premium brand will be available to 50% of households across its 18 state footprint. Windstream will continue to expand coverage.
“The Kinetic by Windstream brand underscores our continued commitment to providing best-in-class broadband and entertainment experiences,” said Jeff Small, president of consumer and small business for Windstream in the press release. “We are delivering more speed to more customers so they can readily stream, surf and download on multiple devices at the same time. Kinetic by Windstream truly represents a stronger connection between our company and the communities we serve.”
The Kinetic brand will encompass the following product suite:
- Kinetic Internet: Flexible plans on a reliable network with speeds of 25–100 Mbps or higher for streaming video, downloading music and photos, and connecting with friends and family.
- Kinetic Gig: Ultra-fast speeds of 1Gbps delivered over a 100 percent fiber-optic network, enabling the fastest access to all online entertainment and business needs.
- Kinetic TV: Our premium TV service allowing customers to record up to four shows at once and access an extensive Video-on-Demand list with HD shows at no extra cost.
- Kinetic Business Solutions: Customizable solutions that ensure business continuity, advanced communications and maximum reliability
Windstream joins many other carriers who have adopted premium brands including Comcast with Xfinity, Charter with Spectrum, Frontier with Vantage, and Verizon with Fios. AT&T was a part of that trend for many years with U-verse, but has since discontinued U-verse branding.
Windstream has been taking a beating, primarily at the hands of its cable competitors. Negative broadband growth recently has exposed how difficult it is for the largely rural, largely DSL-based broadband carrier to compete with DOCSIS-based cable competitors.