Project Fi, Google’s version of cellular service, flips the usual paradigm of cell offerings on its head by leveraging Wi-Fi as its main connection source, while also using the existing infrastructure of traditional cellular providers when needed. Project Fi had its debut in 2015, and as of today, is available on T-Mobile, Sprint, and US Cellular. And while it mimics the usage patterns of most consumers when it comes to apps, and is also relatively inexpensive, analysts continue to ponder why Project Fi has not yet become an unqualified success.

Most agree that a major stumbling block is that Project Fi has yet to gain the trust and familiarity of the general public. Inertia is a powerful force, and consumers find it daunting to change cellular carriers, and, for the most part, find their current service provider to be at least satisfactory. Still, many industry observers concur that Project Fi still has the potential to upend the cellular market, especially as public Wi-Fi hotspots become even more ubiquitous, and consumers realize the advantages of paying only for data that they actually use.

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