Alameda’s “Bureau of Electricity” was established in 1887. As a monopoly provider of a municipal resource that was hardly “cutting edge”, i.e. electricity, the department faced a significant challenge as it entered the new millennium with a mission to offer cable and Internet services. It went from offering an established product to a captive audience, to offering emerging technologies within a highly competitive market. The launch strategy was to leverage the newly named Alameda Power & Telecom’s ties within the community and present itself as a friendly alternative to the large corporate alternatives.