CNN/Money  
graphic
Technology > Tech Investor
graphic
Verizon's bold move
By dropping the price on its consumer DSL, Verizon is going after cable's broadband dominance.
May 8, 2003: 2:04 PM EDT
By Eric Hellweg, CNN/Money Contributing Columnist

Sign up for the Tech Investor e-mail newsletter

SAN FRANCISCO (CNN/Money) - When I read last week that Verizon was slashing the cost of its DSL service from $49.95 to $34.95, I thought it was a typo. And investors might have wished it were a typo, gauging by the downward reaction of leading cable and telecom stocks on the news.

But while any downward pressure on pricing is a short-term negative in the tight and ever-changing broadband markets, in the long run, I think the price cuts will prove both positive and prescient.

Before I get into why, let's look at what presaged Verizon's (VZ: Research, Estimates) move. In short, the company and its DSL brethren -- such as SBC (SBC: Research, Estimates) and EarthLink (ELNK: Research, Estimates) -- are being beaten soundly by the cable companies in the broadband market: Consumers are choosing cable broadband over DSL at a two-to-one rate.

One reason is that the cable companies are doing a better job of bundling their services. Another is cost: Cable broadband services cost $40 to $45 per month, whereas DSL typically runs $45 to $50.

Don't discount the importance of that gap. According to a recent report by Forrester Research (FORR: Research, Estimates), 57 percent of consumers with dial-up accounts are forgoing broadband because the price is too high. By dropping the DSL price to $34.95, Verizon is bringing the cost closer to that of dial-up (usually around $25 to $30) and below that of cable.

Recently in Tech Investor
graphic
Is the rally for real? Readers respond.
USA Interactive takes the spotlight
Cisco's competition ain't cheap

Not surprisingly, SBC (with its partner Yahoo! (YHOO: Research, Estimates)) announced a similar price cut after the Verizon move. Verizon is partnering with Microsoft's MSN service for its lower-cost program. EarthLink has not made any announcement regarding price reductions.

Of course, the activity surrounding the price cut isn't just about broadband. With many cable companies offering phone service, and with the legacy markets of the two industries -- cable-television content and long-distance services -- becoming expensive commodities, broadband is seen as an important driver of growth. Many consider broadband the key to both the cable and the telecom fields -- it's a Trojan horse that will get the companies into consumers' homes, where they can upsell more services.

Which is probably why the markets drove cable stocks down on the Verizon news. If cable companies have to cut their broadband prices, the reasoning goes, revenues and earnings will take a hit.

Cable providers, which have enjoyed steadily increasing rates for years, "are genetically incapable of cutting prices," says Ned Zachar, an analyst with Thomas Weisel & Partners. "But over time, they may have to do so." Zachar issued a note on Friday calling the Verizon move "mildly to moderately negative" for the cable firms.

This may be true, but only, I believe, in the short term. It's doubtful that when Comcast (CMCSK: Research, Estimates)) announces its earnings tomorrow, it will have anything but positive news regarding its broadband growth. But even though Comcast will likely post strong numbers, it handles only a small portion of the 15 to 20 percent of total households that have broadband. (Editor's note: After this column was filed, Comcast reported that it added 417,000 high-speed Internet subscribers.)

To expand that pie, the industry needs to offer consumers a carrot. If that carrot is lower prices, then let the lowering begin. A temporary dip in per-subscriber revenue is well worthwhile if you can recoup it in volume and possibly obtain future earnings by bundling service packages.


Sign up to receive the Tech Investor column by e-mail.

Plus, see more tech commentary and get the latest tech news.  Top of page




  More on TECHNOLOGY
Honda teams up with GM on self-driving cars
The internet industry is suing California over its net neutrality law
Bumble to expand to India with the help of actress Priyanka Chopra
  TODAY'S TOP STORIES
7 things to know before the bell
SoftBank and Toyota want driverless cars to change the world
Aston Martin falls 5% in its London IPO




graphic graphic

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.