Verizon is specifically targeting cable operators with its new 5G Home service, according to Verizon’s Ed Chan.

Verizon is targeting cities "where cable is today, just foundationally, because we definitely see the customer demand in those places," Chan told Ars Technica. The cable industry has "done a very good job of always aligning to a single cable-only provider” in most U.S. cities.

"Those customers are very eager to get a choice in their broadband provider," Chan noted.

Thus, Verizon’s new 5G Home service—which offers 300 Mbps service for $50 per month to existing Verizon mobile customers—is an effort by Verizon to introduce additional competition into the wired internet market.

But cable companies like Comcast and Charter shouldn’t be too concerned—at least according to the analysts at Jefferies.

“We continue to believe the threat of 5G to wired BB is overblown,” the analysts wrote in a note about Comcast late last month, following Verizon’s 5G Home announcement. “We are skeptical on the economic viability for a deep rollout given the propagation characteristics of mmWave, and expect sign ups will be slow. Further, given the full footprint rollout of DOCSIS 3.1, and the ability to upgrade the HFC plant to 10 GB symmetrical speeds with little capital investment, we expect 5G's perceived speed advantage will be short lived.”