Competition has been creeping into broadband pricing for the last several years as cable companies have been using low introductory rates to try to win new customers and offering similarly low prices to try to keep them. Anybody who competes against the big cable companies will tell you that cable companies have been competing for years by offering two-year promotional prices to keep customers.

However, competition might have gone into a new gear recently when Comcast began offering low rates with a five-year price guarantee. The 5-year guaranteed rates were introduced soon after Verizon offered a 3-year price guarantee for FWA wireless home broadband.

In a Comcast blog dated April 15, Comcast announced a 5-year guaranteed rate plan for new customers for 400 Mbps broadband for $55 per month. The product comes with the company’s WiFi Gateway, and no contract is required. The plan also includes a free Comcast cell phone plan with a 30 GB data cap for one year. This is a substantial discount. The list price for 400 Mbps is $86, and the normal charge for the WiFi Gateway is $15. The cell phone normally costs $30 per month. The 5-year rate is available through June 23, but Comcast has already told some news outlets that the special rate offer will probably be extended.

On the announcement date, several news outlets like PC Magazine listed the 5-year deal packages as 400 Mbps ($55), 600 Mbps ($70), 1.1 Gbps ($85), and 2.1 Gbps ($105). The outlets also reported that these rates only come with an auto debit to a bank account. Comcast will charge $8 more to bill to a credit card and $10 more for a paper bill.

The low prices were likely also prompted by the recent announcement that Comcast lost 199,000 broadband customers in the first quarter. In this same quarter, the FWA products from AT&T, T-Mobile, and Verizon gained 913,000 customers.

Comcast’s competition isn’t sitting still. Verizon recently announced a 3-year lock for FWA broadband prices at $35 per month for customers who accept autopay and who also buy a Verizon cell plan. Verizon includes up to a $250 Amazon gift card. Not to be outdone, T-Mobile now offers a $35 price for FWA broadband with a 5-year guarantee for customers who have a T-Mobile cellular plan. The Verizon and T-Mobile plans seem to be more focused on reducing cellular churn than gaining new broadband customers.

Comcast is clearly trying to stop the loss of customers. I have to wonder about the overall impact of such widely advertised special rates. How will these low play with the millions of customers who are paying a lot more, including the many paying $15 per month for a WiFi gateway?

Will this lead to Comcast finally lowering its list prices? The company has raised rates annually for over a decade. Can the company maintain high rates in noncompetitive markets while widely advertising severely discounted prices elsewhere?

I’ve been saying for years that broadband will cost $100 per month. When considering the WiFi gateway, Comcast’s list prices were already there. Comcast isn’t even the most expensive cable company, and a handful of cable companies like Cox, Breezeline, and Mediacom have even higher list prices.

This announcement by Comcast and the constant advertisements from the FWA providers could prove to be a watershed moment for prices in the industry. Just imagine the glee that USTelecom will have next year if they can announce that prices for broadband are actually decreasing.