Is Brightspeed Centurylink?
Brightspeed is not CenturyLink – what you need to know
Brightspeed, which was the former rural broadband arm of CenturyLink, announced it would be rebranded in May 2022. This created some confusion among customers on whether Brightspeed is a new company or the one that was known as CenturyLink. However, while there is some overlap in the two companies’ history, Brightspeed seeks to position itself as an independent company that is devoted to connecting rural regions of the United States with fiber optics.
The History Behind Brightspeed
In the early 2010s, CenturyLink took over several rural telephone companies along with their associated ISPs. These companies were acquired by CenturyLink, but the rural networks were managed as a separate business unit of CenturyLink, primarily committed to addressing the needs of less populated regions.
This rural-focused division was bought by Apollo Global Management in 2021 for $7. 5 billion from CenturyLink. Apollo then started using the brand and entity of Brightspeed to launch these rural networks as a completely distinct entity. Although CenturyLink divested from the company, Brightspeed continued to have the same customers that it had under the CenturyLink brand.
Why Brightspeed Is Positioning Itself as Different from CenturyLink?
As an independent company with new ownership, Brightspeed aims to differentiate itself from CenturyLink in several key ways.
Investment in Fiber Expansion In contrast, CenturyLink still employs older DSL technology in its service area, while Brightspeed has intentions to spend more than $2 billion to advance fiber optics in its rural service area in the next five years. This huge fiber build plan is to position Brightspeed as a provider of high-speed, dependable internet as compared to outdated networks.
Improved Customer Service The senior management of Brightspeed has recognized that CenturyLink has had issues with its customer service and support in the past. As an independent business, Brightspeed aims to regain customers’ confidence through excellent customer care service and decentralize operations of the business to local operations teams. The company has suggested various measures that are likely to enhance service dependability, accessibility, and information sharing with customers.
Hyper-Local Approach Brightspeed plans to focus on the local level to cater to its customers and link rural communities. Whereas CenturyLink has made many organizational tasks and processes uniform across all its coverage areas, Brightspeed is keen on supporting local operations to develop tailored service offerings based on the local context of the community. It is anticipated that this community-centric strategy will differentiate the company from being centralized, which the company has been from its previous parent company.
This is where ‘Grandma’s House’ and the current pricing schemes for CenturyLink customers come into play.
If you were an internet, TV, or phone customer of the rural services that make up CenturyLink and are now part of Brightspeed, no action is necessary. Brightspeed has assured customers that those currently subscribed will be migrated to Brightspeed services at their current plans, bundles, and prices.
Your daily internet connection should also remain unaffected as a result of this. The changes in this aspect will not affect the network infrastructure, connections to homes, and online account management tools. The only change most consumers will likely see is the swapping of logos and the new Brightspeed name as the rebranding progresses on a regional level. In the background, Brightspeed signifies new ownership, direction, and commitment to improving service capacities — but current consumers should not have their services disrupted solely due to the change of guard.
It is noteworthy that the company recommends that all customers across its service areas pay attention to communications for information on the progress of rebranding in the region. Ensure that your contact details are correct with the provider so that you can receive notification about the change of process in your area.
What do all of these mean for CenturyLink?
After the $7. 5 billion deal has been completed, CenturyLink has sold its old rural wireline customers and network to Brightspeed. CenturyLink can now target a much smaller geography of the US for further expansion of fiber internet and high-speed services to more densely populated suburban and metro markets.
Federal grants and subsidies have forced the providers to compete more for the most rural, high-cost areas with fiber. Selling these regions to Brightspeed, CenturyLink does not take a dangerous bet on investing in the upgrading of the largely populated but scantily inhabited rural areas. Rather, the company is focusing on fiber and 5G infrastructure growth in the remaining urban and suburban markets.
In the areas where the network of CenturyLink and Brightspeed are expected to share common grounds, the two firms will be in a direct fight for new internet customers. This could provide the customers with more choices in infrastructure and broadband strategies. However, in locations where the company continues to announce fiber upgrades for the future, Brightspeed may be the only provider of high-speed internet for years to come.
When Can Customers Expect to Transition to Brightspeed?
Brightspeed has declared that fiber network transformation plans will unlock up to 3 million homes and businesses over the next five years. However, the process of implementing the rollout will gradually begin across the 20-state area.
The transition to the new Brightspeed brand, products, and improved services will gradually spread to some markets in areas like North Carolina and Pennsylvania starting in early 2023. However, other regions lower on the list of states that will see fiber upgrades could take until 2025 or even later to switch from CenturyLink services.
Brightspeed has not given an exact timeline or map that shows when certain regions or neighborhoods can expect to be switched. Those who are interested in knowing more about their upgrade options under Brightspeed should visit the company’s website frequently for information regarding the service upgrades in their region.
Once the service is available you can sign up for Brightspeed Once.
Existing customers within a community will receive a notification of the rebranding exercise before the completion of the transition to the Brightspeed brand within their locality. This provides current households the opportunity to consider whether they want to continue with Brightspeed fiber service once construction is done or opt for another provider.
For new customers in regions where the Brightspeed network has launched, signing up should be similar to ordering from any major broadband company.
- You can also visit the Brightspeed site to input your address and find out if fiber service is available in your area or simply call.
- Choose the appropriate internet speed and any other products that you might need and which are in line with your financial capability. Fiber connections could offer as much as 1 Gigabit speeds.
- Plan a technician installation session to have the company link your home to the new Brightspeed fiber line.
- Carry out any necessary equipment modifications, such as routers that can support higher fiber speeds.
- Begin to enjoy your Brightspeed high-speed internet and the fast connection now!
In the coming few years, as the rollout progresses, Brightspeed’s goal is to ensure that the change is as seamless for the customer as can be. While the new brand may take some getting used to, the long-term payoff from planned fiber expansions could substantially enhance broadband availability and speed in small-town and rural America, which for decades has been hobbled by outdated infrastructure.