By Jamie Martin
The race to gain broadband subscribers in rural America is intensifying as major wireless and cable companies push into smaller markets.
The rising demand for bundled services combining home internet and mobile phone plans has made these packages increasingly attractive to consumers who value convenience, cost savings, and seamless connectivity.
Companies like Verizon, T-Mobile, Comcast, and Charter are tapping into this trend to grow their revenue by targeting underserved areas.
A new report from CoBank’s Knowledge Exchange highlights the rapid transformation in the rural broadband space. Thanks to technology improvements, wireless broadband is now more scalable and practical, even in remote regions.
This shift, combined with growing consumer demand and increased investments, is reshaping how rural communities connect to the internet.
“The smartphone-broadband service bundle is proving to be a powerful competitive force. And it will become even more popular as technology improves and consumer expectations shift," said Jeff Johnston, digital infrastructure economist with CoBank.
"Smaller broadband operators serving rural areas will need to seriously evaluate whether offering mobile phone service may be necessary to defend their market share and position themselves for long-term growth. Ether offering mobile phone service may be necessary to defend their market share and position themselves for long-term growth.”
Emerging technologies such as advanced fixed wireless access (FWA) systems offer fiber-like internet performance. As national carriers expand rural FWA coverage, local providers will face greater competition.
Satellite broadband is also evolving, with SpaceX’s Starlink currently leading and Amazon’s Project Kuiper expected to enter the market in 2025.
Additionally, federal funding from the $42 billion Broadband Equity, Access and Deployment program could further intensify competition by subsidizing satellite internet options.
In response, some regional operators like WOW!, Midco, and Mediacom are preparing to offer mobile services. The National Content & Technology Cooperative has also partnered with AT&T, allowing members to provide branded wireless plans through AT&T’s network.
“It’s not an easy decision for small providers. Building out a mobile offering requires time, money and technical know-how,” Johnston added.
“But given the changing market dynamics, now is the time for smaller broadband operators to determine whether offering mobile makes sense, not just to grow, but to defend what they have already built.”
Photo Credit: gettyimages-shotbydave
Categories: National