Cable One will rebrand itself as Sparklight in summer 2019, the company announced Tuesday evening. Locally the company’s market includes customers in Anniston, Oxford and Jacksonville.
The rebranding is intended to reflect the company’s interest in a full range of communication products beyond the tradition of just cable television, according to a statement from the company.
The brand change will entail streamlined residential internet service plans and pricing, faster broadband internet speeds and the ability to include unlimited data on any service plan, the company’s statement said.
The company applied for the “Sparklight” trademark in March this year. It will still operate as Cable One Inc. during the rebranding.
“We are changing the way we do business so that our customers feel like every interaction with us is effortless, our communities know we are here for the long term and the towns and cities we serve are proud to call us a neighbor,” said Julie Laulis, company president and CEO, in a provided statement.
Laulis said in the statement that data consumption is on the rise and households now have multiple devices.
Cable One serves about 800,000 customers throughout the nation, according to Patricia Niemann, the company’s corporate communications director.
Communications analyst Jeff Kagan said that cable companies have been evolving away from cable focus over the last several years, starting with Comcast’s introduction of its Xfinity services, and Charter’s Spectrum services. Cable companies now need to step away from past habits, he explained.
“The way the customer knows the cable television industry is not good in a competitive world,” Kagan said, speaking generally. “The cable television marketplace has been abusive to the customer and only cared about the investor their entire existence. That’s changing over the last decade.”
Competition from streaming video services like Netflix, Hulu and Amazon has made the paid television market a more turbulent place. With next year’s first 5G wireless network devices hitting store shelves, access to communication, computing and entertainment services will have to provide valuable services to survive, according to Kagan.
“The cable television industry needs to redefine itself. That’s why they’re coming up with new brands,” Kagan said.