cfx_september-2024 - 26

BROADBAND AFFORDABILITY ADVOCATE
BriCk BrEakEr
Cox Knocks Down Broadband Barriers
By Amy Maclean
The cable industry has a long history of working
to increase broadband adoption, particularly
among low-income households. While
there have been many notable initiatives over
time, Cox Communications' efforts stand out.
It started back in 2012, when Cox launched a
Connect2Compete pilot program in Santa Barbara,
California, featuring $9.95/month broadband
service. It soon expanded the program
across its entire footprint. Over the years, Cox
added a partnership with PCs for People to
provide devices to eligible customers, and in
2017, it launched the Digital Academy, offering
free online educational resources and training
to increase digital competency in education,
jobs, housing, social media, and more.
Perhaps most visible has been its multiyear
partnership with author, Super Bowl
champion, and Share the Magic Foundation
founder Malcolm Mitchell. In a series of what's
internally referred to as " Malcolm Mitchell
Blitzes, " the former New England Patriot visits
communities to share the importance of education
and staying connected. " When you hear
him speak, whether you're a K-12 kid at a Boys
& Girls Club or a leader of a large communications
business, he's very inspirational, " says
Cox Communications President Mark Greatrex.
Mitchell joined Cox at the National Press
Club in December 2022 in an event highlighting
Cox research that found 70% of adults in
affordable broadband programs found a job
after being unemployed or a better job, 69%
reported being able to perform at a higher
level at work and 49% received a promotion
or increase in pay. " I don't think I was fully invested
in understanding digital equity until I
started the partnership with Cox. I try to encourage
[children], especially when we visit a
Boys & Girls Club to introduce a Cox Innovation
Lab, to understand that this is something you
can use to explore your curiosity, to give you
the tools and information you need to make a
series of good decisions that lead you to your
desired outcome, " Mitchell told us at the time.
It's also worth noting that this marks Cox's
20th year working with Boys & Girls Clubs of
America, which has been an important partner
in the company's digital equity efforts.
26
Former NFL star Malcolm Mitchell at a Cox event, sharing from his book while also
promoting the importance of digital literacy.
Like other ISPs, Cox saw the demise of the
Affordable Connectivity Program. Greatrex said
Cox's marketing and sales teams have been
planning for the potential sunset since the
beginning of the year and have a broad range
of landing spots to keep recipients connected.
When it comes to why affordable broadband
is so important to Cox, Greatrex points to parent
company Cox Enterprises' initiative to help
34 million people live more prosperous lives by
2034. " All of us who work at Cox, we have a mission
to build a better future for the next generation, "
he says. " It all stems from our heritage
and our culture... And it's deep-rooted in terms
of what each of our businesses do to build a
better future. So digital equity is clearly one of
those massive drivers of prosperity and great
educational outcomes and career outcomes. "
As America races to connect all households
Greatrex is quick to note that this is a joint effort.
" We feel really wonderful to have been
singled out for the Broadband Affordability
Award, but I would say kudos to all our peers in
the cable industry because I think collectively,
we've been focused on digital equity, " he says.
" We are but one of many peers who've worked
very, very hard. So, we're accepting this on behalf
of the whole industry. "
September 2024
Cox's $9.95/month
Connect2Compete offering
features 100Mbps download
speeds and a WiFi modem.
It's available to households
with at least one K-12 student
that participates in a qualified
government assistance program.
Cox has connected more than
5 million people to the internet
through its digital equity
programs and has committed
hundreds of millions of dollars to
extend its reach to underserved
and rural communities.
Former NFL star Malcolm
Mitchell became a digital
equity ambassador for Cox in
2021. He's completed nearly
60 events since then.
CablefaxTopOps.com
http://www.CablefaxTopOps.com
cfx_september-2024

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