Comcast has confirmed that it will launch a mobile phone service in 2017.

Comcast CEO Brian Roberts revealed the plan at the Goldman Sachs Communacopia Conference. Comcast's wireless service will create a new line of business that could help the company to retain cable clients in the competitive pay-TV market. Comcast’s wireless service will use the Wi-Fi hotspots like Google's Project Fi.

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The cable company said there are more than 14 million Xfinity Wi-Fi hotspots nationwide, The Verge reported. This includes hotspots in public locations such as coffee shops as well as those in customer homes which feature an optional “guest mode” for sharing the internet connection with other people. 

The service will run on the Verizon Wireless network. Comcast has a deal with Verizon since 2011, allowing the cable company to sell wireless service using the telecom carrier’s network on agreed terms and pricing.

“We believe there will be a big payback with reduced churn, more stickiness and better satisfaction,” Mr. Roberts said.

Roberts did not disclose the pricing or other details such as which phones will be supported. Comcast’s new wireless service is targeting it's existing and potential customer base. Robert said that the said that the company is interested in up-selling customers to a bigger bundle of services.

With its new offering, Comcast is leaning towards are broadband business since the overall pay-TV business, according to Wall Street Journal. The Philadelphia-based cable company can bundle wireless service with cable TV and home broadband, giving it an edge over the four top wireless carriers – AT&T, Verizon, T-Mobile, and Sprint.