Recently, Google made a couple of announcements related to its mobile endeavors. It lowered the price on its cheapest Google Fi plan, and it partnered with a third-party service to make it easier for customers to fix their Google Pixel phones.
In regard to its mobile virtual network operator (MVNO) service — Google Fi — it announced that rates for its Simply Unlimited plan will now start at $20 per month per line for four or more lines, compared to the previous starting price of $30 per month. Simply Unlimited will continue to be Google’s most affordable unlimited data plan — targeting families and groups. Google also added more data to the plan, upping it from 22 GB to 35 GB.
Of the price reduction, Recon Analytics analyst Roger Entner said, “One problem Google Fi always had was it was not very attractive for high-usage customers because it was too expensive. You could find a lower unlimited plan from somebody else. Our suspicion has been the wholesale rate they were able to get was relatively high.”
Google Fi rides on T-Mobile’s nationwide network. Google Fi also has a wholesale agreement with US cellular in areas where that network exists.
T-Mobile executives have recently acknowledged finalizing a new multi-year exclusive agreement with Google Fi.
Asked if Google Fi might be taking more interest in its MVNO service, Entner said, “Not really. It always looked like this was a big customer research project. They have a couple million customers and want to see how they’re behaving and what they’re doing.”
Google actually developed its own mobile core technology for Google Fi. And it has sold that technology to some other operators in the world.
Entner said he doesn’t expect Google Fi to begin competing heavily against other U.S. MVNOs because it would be “a channel conflict.”
For instance, the three big wireless carriers also sell Google Pixel phones to operate on their networks. “If I’m Verizon, and you’re starting to compete with me on Google Fi and beating my TracFone or Straight Talk, why should I work hard to make your Google devices sell more?” said Entner.
Wave7 Research follows Google Fi's marketing moves. Wave7 analyst Jeff Moore said Google Fi has not done any TV advertising since November 2021, but it has been doing online advertising, with a $100 phone discount as a theme.
Repairs
Google Fi subscribers sign up online. The network can use Android phones from Google (its Pixel phones) as well as phones from Samsung and Motorola.
Google recently said that it partnered with iFixit to make Pixel phone repairs easier by making genuine spare parts available online.
According to a Google blog, the company is working with iFixit “to make it easier for independent repair professionals and skilled consumers with the relevant technical experience to access the genuine Google parts they need to repair Pixel phones.”
The full range of spare parts for common Pixel phone repairs — things like batteries, replacement displays and cameras — will be available either individually or in iFixit Fix Kits, which include tools like screwdriver bits and spudgers.
For Pixel phone owners who don’t want to make repairs themselves, they can take their phone somewhere local to have it repaired by an authorized technical expert. Google already partners with independent repair providers like uBreakiFix, which has more than 750 locations across the U.S. and Canada supporting Pixel repairs.
Entner said working with independent repair companies is how Google is “going to literally fix their store problem.” He said wireless retail stores have two main functions: to sell service; and to also act as a customer service point. “Ifixit now acts as a customer service point,” he said.