A Company which provides internet services wants to start implementing its services in communities in Pembroke Pines. The company is a startup small company with the name of hotwire telecommunications. Hotwire offers fiber optic technology. Fiber optic technology is an underground technology that provides consumers with faster internet. The company wanted to make consumers change their service provider from Comcast to Hotwire. The problem is that consumers cannot try Hotwire because it is an underground technology. The company has to install it or ask customers to visit their location to try the service.

When the company started approaching customers, they tried to provide them with brochures and had a meeting with HOA (homeowners association).  However, even though consumers were offered faster internet access, cable access at a lower cost ($10 included in the HOA fees) compared to 30$ they were paying in the past, they were still reluctant to adopt this new service. So in other words, even though Hotwire will offer a faster internet service and a lower cost to consumers, they were still reluctant to adopt the new technology.

This is the website of the company: http://gethotwired.com/Links to an external site.

Questions

What is the problem that hotwire is encountering?

Why do you think consumers are skeptical to adopt Hot wire telecommunications?

If you were consulting for the company, and you were asked to help them change consumers' opinions, what would you do? Discuss the steps that you will adopt and explain why you will adopt them think about method of research that you will be using to help the company implement its services inside communities.