Since the day Google announced its new Google Fiber would be first introduced in Kansas City, Kansas, the news media has been slobbering over the company.
Even though the project was delayed and delayed, the media was quick not to criticize the company since “we should just be damn grateful they selected our area of their service.”
In fact, competitor Time Warner was vilified (link) for running an internal program asking employees to provide any information they learned about the Google offering. The news media acted as if the TWC tactic was unfair despite the fact that companies run similar plans every day.
When the skies parted last week and Google finally made its announcement of its new limited offering in a few areas of the city, the Kansas City Star embarrassed itself by running a huge above-the-fold front-page story heralded this cable breakthrough as if World War II had ended. Or a president had been assassinated.
To make things worse the Star wrapped its massive editorial puff piece with a huge Google ad wrap covering half the front-page.
While many people are wondering exactly why there has been a collective orgasm over the Google offering. It has only one expensive plan, which does not include HBO, TNT and CNN, Walt Disney Co.’s ESPN and Disney Channel and News Corp.’s Fox News and FX.
Best of all, Google is telling customers that if they want to get the service ($300 installation fee) they must go out and get their neighbors to sign up for the service before they will even offer it. Google has even given them a deadline of September 9 or else.
But that hasn’t stopped the media from doing its level best to help Google sell its service. The latest marketing assistance is from the alternative weekly’s Justin Kendall who has written a detailed story explaining how people in an apartment complex can pester their neighbors to sign up for the service.
Kendall is now faced with the daunting task of trying to get 346 people to sign up ($10 down payment) in his area before he can get the service. He graciously provided readers with the form they need to get their apartment complex signed up.
If Kendall is not in his office until September 10th it is probably because he has been going door-to-door for Google. This heat will not make his job any easier…
BOUNCE
But it does have Bounce TV that none of the Cable Systems have yet here.
Bounce TV: features programming geared toward an African American audience older than the age group primarily targeted by the Viacom-owned cable network BET.
LIMITED SERVICE
Also, not only that, but they claimed that the service is available to literally ALL of KCK, when it clearly is not….to over HALF the city.
What they REALLY meant but didn’t tell you, is that it WILL BE available to the entire city…in several months (naturally, that could be upwards of a a year when you take into consideration the fact that it’s Google).
They have divided some of their “fiberhoods” literally right down the middle of the street, so one side of the road will get the service, while the other will not…for possibly months on end. They say this is because of some ‘engineering efficiency.’
FIRSTER
This is pure marketing genius. Neighborhoods falling all over themselves to sign up their neighbors so “we can have Google fiber.” Folks, this is a business just like any other. Everyone that wants it will get it….only some may be firster than others.
FACEBOOK?
The whole Google thing is just more of the same hype everyone had to listen to prior to the IPO from Facebook. Google’s activities here will generate only a handful of jobs, and when Ameerica’s antiquated and overworked power grid fails like the one in India now has, no one will be watching much of anything other than the flickering candles in the living room. It’ll be the ultimate reality show.