UTOPIA, the pioneering and oft-maligned open access FTTH network in Utah, has announced the DISH network as their latest service provider.
“We are partnering with DISH Network to provide more entertainment options to consumers through different mediums. DISH is at the forefront of recognizing that more and more people are changing the way they watch TV and that fewer of them are viewing their favorite programs on schedules determined by the content providers,” said Todd Marriott, Executive Director of UTOPIA. “DISH Network is one of the best content delivery companies out there, and we’re grateful to be doing business with them to offer content people want at a reasonable price.”
Securing a major ISP to operate on the UTOPIA network is a big win in part because of the marketing potential. While many UTOPIA customers are happy with their ISP, the ISPs are limited in their capacity to advertise. As a national company, DISH may be well poised to bring a many new subscribers to the network.
DISH also seems to be trying to get beyond just delivering TV channels. The discussion in the press release about sling-technologies suggest that DISH is concerned that its subscribers need better connectivity to the Internet to take full advantage of the technology DISH is offering them.
First, let’s consider that DISH already has a lot of customers in UTOPIA areas. They could immediately start marketing both data and voice service to those subscribers. Given that they can cross-subsidize using revenues from other markets, using the MStar tactic of aggressive marketing would be sustainable. They also have installation and customer service staff in place to handle that influx.
That cross-subsidy can also help them pick up new customers on a triple-play package. One of the main barriers to signing up new customers has been the acquisition cost. DISH could potentially opt to subsidize or entirely eat the install cost as a way of speeding up deployment, something they have the cash to do. They can also double up their marketing to hit up potential new customers while marketing to existing ones.
Given's UTOPIA's history of trouble, having a...Read more