Forbes: Why Are More People Cord Cutting? It’s Not Just About Pricing https://www.forbes.com/sites/tonifitzgerald/2019/09/19/why-are-more-people-cord-cuttingits-not-just-about-pricing/?sh=61dcaae575bc
USA Today: Competing Solutions to Cable https://www.usatoday.com/story/tech/2020/02/07/cord-cutting-guide-how-youtube-hulu-sling-att-stack-up/4669413002/
Variety: Cord-Cutting Keeps Churning https://variety.com/2018/digital/news/cord-cutting-2018-estimates-33-million-us-study-1202881488/
BGR: More than 1 million people cut the cord during the most recent quarter https://bgr.com/business/cord-cutting-vs-cable-subscriber-losses-fourth-quarter-2018/
TechSpot: Comcast’s Plan to Fight Cord Cutting https://www.techspot.com/news/74390-comcast-aims-combat-cord-cutting-limiting-major-internet.html
The Verge: Alternative to Cable Internet Connectivity on the Rise https://www.theverge.com/2019/4/4/18295310/amazon-project-kuiper-satellite-internet-low-earth-orbit-facebook-spacex-starlink
Introduction
The trend is clear. More and more people are choosing to fire their cable TV service (the content portion, not the Internet connection) and switch to an assortment of streaming content services (a process known as “cutting the cord”). Comcast announced a strategy to combat cord cutting. However, satellite alternatives to cable Internet connectivity are just around the corner, Amazon Home Internet, SpaceX Starlink, 5G, and other solutions. Given these soon-to-be-offered competing solutions for obtaining broadband connectivity, why will the Comcast strategy backfire?
Initial Post
Suppose that you’re a consultant and you’ve just been hired by Comcast to advise them on the cord-cutting issue. How would you describe the “cutting the cord” phenomena from the perspective of the Demand Creation Model and the V-P-C Framework.
Your initial post should address the following:
Analyze this situation with switch dynamics and strategy in mind.
What recommendations would you make to Comcast to reverse this trend (or at least significantly slow it down)?
Please note that this assignment is not an opinion editorial. The expectation is that you’ll apply the science of switch dynamics and strategy to make an informed recommendation to management for an effective course of action (not an opinion). Don’t waste too many words summarizing the issue because it is already known.
Your initial post should be about 500 words.
