Cox Communications Inc., the third-largest U.S. cable company, will offer gigabit broadband to residential customers later this year when it begins deploying DOCSIS 3.1 technology across its footprint.

“We’re working on our road map now to bring gigabit speeds to customers this year,” Pat Esser, the president and chief executive officer of Cox, said yesterday in an interview with Bloomberg Television’s Betty Liu at the Cable Show in Los Angeles. Cox customers have asked for faster speeds, he said.

The gigabit speed upgrade is a significant flip-flop for Cox Communications, which last year dismissed the demand for super-fast Internet speeds, suggested they were unnecessary for residential customers and too expensive to offer.

“It would cost multiple billions” to upgrade Cox’s network to offer gigabit speeds to all its customers, Esser said in January 2013. Now Esser tells Bloomberg the estimated cost is closer to “hundreds of millions of dollars to build.”

The leveling off of video subscriptions has made broadband a critical part of Cox’s ongoing business plan. Esser claims Cox will adapt its business network infrastructure to introduce gigabit service to residential customers in some cities.

Last November, Cox’s chief technology officer Kevin Hart told FierceCable’s Steve Donohue that DOCSIS 3.1 upgrades will be able to handle gigabit speeds without difficulty after analog television channels are switched to digital service.

“We have a five-year roadmap in terms of our video architecture–what we’re doing from an analog-to-digital conversion to free up spectrum on the network for broadband growth,” Hart said. “We’re freeing up spectrum, building out node-splits and then aligning with the [DOCSIS] 3.1 roadmap for 1-gigabit speeds.”

Cable operators are increasingly changing their tune about offering faster speed Internet since Google Fiber arrived on the scene. Recent announcements that Google was planning a major expansion of fiber to the home service in multiple cities around the country has brought a flurry of often vague commitments for expanded fiber networks, particularly from AT&T.

Privately held Cox has maintained a low profile about speed hikes and network upgrades until now. Cox has about six million residential and business customers, with most choosing speeds up to 25Mbps. Esser offered no details about pricing or availability and Hart told an audience at the Los Angeles Cable Show this week Cox was still concentrating on expanding availability of 150-200Mbps service across its footprint. With that in mind, it is unlikely Cox will introduce gigabit service on a widely available basis this year.

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Bloomberg’s Betty Liu talks with Cox CEO Pat Esser about the cable company’s plans for gigabit broadband speeds coming later this year. (2:30)