Having been hit hard by the fallout over a customer service flap that went viral earlier this month, Comcast is hoping that faster Internet will be a means of helping customers and potential customers forget the drama that unfolded.
To do so, the company is looking to establish a global all-fiber network that is able to deliver to users the fastest and most reliable Internet across the planet.
Although the company hasn't stated specifics on the new opportunity, it is believed the company, according to reports, is looking to bring direct fiber access to residential customers currently connected to their networks through coaxial cables, which are slower than direct all-fiber networks. The move could see increases in at-home Internet speeds and connectivity.
The company has not said how fast it plans on rolling out the fiber network, but one report did say the company is "about a decade behind Verizon Communications" on the fiber network. With Google looking to also enter the residential Internet service sector with its own fiber network, Comcast may believe that it must get on board or face lagging far behind its competitors.
A Comcast representative was cited as saying that developing an all-fiber network at the present moment would have similar costs to the company as it would if it wanted to continue to develop the existing coaxial connectivity in residential homes, meaning that moving to a fiber network is monetarily viable and possible.
The move comes on the heels of a customer service flap that saw one of its representatives act inappropriately with a tech journalist who was attempting to discontinue their service.
Ryan Block recorded the phone call he had with the representative on social media networks, which then went viral, as it revealed a badgering representative grilling Block and his wife over why they wanted to discontinue their Comcast service.
The call sparked similar stories of abuse from Comcast, leading to a PR conundrum for the company, which did issue an apology to Block for his experience.
"We are very embarrassed by the way our employee spoke with Mr. Block and Ms. Belmont and are contacting them to personally apologize. The way in which our representative communicated with them is unacceptable and not consistent with how we train our customer service representatives," Comcast wrote.
By going fiber, Comcast hopes that it can deflect attention away from its PR mishap and begin to rebuild its relationship with customers through faster service.