Is that really true? I never thought Internet subscriptions would require use of ISP's own device. I for sure have been using my own DSL modem/router/wlan device for my own connections (EU).
I imagine fiber is a different story.
Providers are (I believe) required to let you bring your own equipment. Every DSL or cable service I've seen has allowed this.
However, it is also required that the modem you plug into the network accepts and runs firmware provided solely by the network operator. They can update your device at any time and there's nothing you can do about it.
So yeah, you can run your own hardware if you want, but the ISP will run their software on it whether you like it or not.
Market the 5G as "always connected" to the customer. Free 720p streaming, a "plus" OTT platform that costs $10/mo that gives 1080p streaming over cellular (and 4K on traditional internet - advertise the 5g as a backup in this case).
Ads sold at an upcharge to the advertiser to reach the "always targetable" smart TV. Hit 'em hard with the ads to pay it.
https://www.t-mobile.com/news/devices/tcl-and-t-mobile-launc...
T-Mo's already running RedCap in the states, so it's a matter of time...
Keep in mind that the tv already has ethernet and wifi to ISP controlled networks. Basically almost every consumer ISP offer mandatory includes an ISP managed gateway, that can pre-certify your appliances or operate hidden ssid networks or "public" wifi access point to the ISP's network. So "smart" appliance operators only need deals with a few big ISPs to get this reach, no 5G required.
With less than a dozens deals you would cover most of the US and EU.