Billed as an "always-on layer of cybersecurity," Comcast has rolled out Xfinity Shield, an AI-assisted home network protection product supported by operator-supplied gateways and routers. The launch also enters the picture as Comcast continues to seek out ways to gain and retain broadband subscribers with national pricing and packaging and the use of multi-year price locks.
Xfinity Shield is an umbrella for WiFi Shield, a new component that weaves in a cybersecurity layer designed to automatically protect devices connected to Xfinity Gateways from a wide range of attacks, including malware and phishing attempts.
WiFi Shield, which is being offered to all Comcast residential broadband customers at no added cost, also includes a pair of built-in capabilities: WiFi Motion and Family Settings.
WiFi Motion, an opt-in feature, uses the gateway and connected devices to detect motion inside the home – without cameras or other types of traditional motion detectors. As the operator explains it, WiFi Motion detects changes in the home's radio frequency signal between the Xfinity Gateway and a Wi-Fi-connected device, then sends instant notifications to customers through the Xfinity app when any unexpected activity is detected.
Related:Is the worst over for Comcast? The newly-named Family Settings element enables broadband customers to create profiles and organize devices by person in the Xfinity app to manage screen time, set device limits and even access to Wi-Fi.
On the premium end for broadband customers who require more cyber protection, Comcast also offers Shield Select, which runs an additional $15 per month. Shield Select includes everything in WiFi Shield, plus integrated hardware capabilities and a bundle that includes an indoor camera, door/window sensor, cloud video storage and a 24/7 urgent response function.
Comcast said it supports and manages both products via the Xfinity app.
But will it fix the broader broadband issue?
Comcast said it is rolling out these products as customers become increasingly exposed to cybersecurity risks, noting that the average Xfinity broadband customer now connects 36 devices to Wi-Fi. Comcast estimates that it identifies, filters and blocks an average of 30 million online threats each day.
Comcast is also introducing WiFi Shield and Shield Select as the operator seeks out ways to return to broadband growth with new packaging, price locks, free mobile lines, and new features that expand beyond sheer speeds and feeds.
Those strategies are helping to slow down broadband subscriber losses, but it's still not clear when Comcast will turn the corner. In Q2, Comcast shed 167,000 broadband subs, an improvement from a year-ago loss of 201,000 that left Comcast with a total of 28.48 million.
Related:Comcast rolls out same-day access to broadband gateways Comcast isn't predicting when it will return to broadband subscriber growth. However, the operator expects to see a modest improvement in its Connectivity & Platforms business in Q3 across revenues, EBITDA and broadband average revenue per user.
Available only on Comcast-supplied devices
Access to these new products is limited to broadband customers who use gateways supplied by Comcast, meaning they aren't available to customers who use retail-bought cable modems and gateways.
Comcast confirmed that features such as Xfinity Cybersecure and Family Settings are offered on all Xfinity gateways, while the Wi-Fi Motion feature requires certain DOCSIS 3.1, DOCSIS 4.0 gateways, Wi-Fi routers and mesh devices, including the XB7, XB8, XB10, XB9, XER10 and Xfinity xFi pods.
The operator confirmed that two other products in its smart home portfolio – Xfinity Smart Home and Xfinity Home Security – remain available for existing Xfinity Home customers.
However, Xfinity Smart Home, a $10 per month service, is no longer offered to new customers. Comcast said existing Xfinity Smart Home customers can keep their current plan or switch to Shield Select to access the newly launched features.
Related:California PUC stamps Charter-Cox merger, with conditions Comcast said the Xfinity Home Security package, which sells for $45 per month when bundled with home broadband, remains available to both existing customers who want a more traditional home security service.