Phone company Frontier Communications (Etilities Forum) recently received a good deal of media attention when they announced that there would be broadband usage cap above which users would pay by the gigabyte (GB) used per month. This would turn the current broadband model (unlimited usage for a fixed fee) into the cell phone model, in which the base monthly fee covers a certain amount of usage (minutes for cells and gigabytes for broadband), but any usage over that “soft cap” incurs a cost-per-unit, often at a higher rate than that of your base allowance.
Frontier’s limit will initially be set at 5GB per month. The heart of the problem is that this number can be both very high and very low – it completely depends on who you talk to. I know that I am not alone in that I can go through that much bandwidth in just a day or two. As a matter of fact, anyone watching more than 2 or 3 movies a month with a streaming device like the Apple TV or Amazon (Etilities Forum) Video-on-Demand service would easily clear that threshold. As explained previously, recent industry trends toward delivering content online rather than on traditional hard media will place an increasing number of customers into the category of “heavy downloaders.” Yet at the other end of the spectrum, customers who only browse a few web pages and send a couple of e-mails each day wouldn’t reach a 5GB limit in a year. Given the clear movement toward using the Internet as a content delivery mechanism, though, I suspect that the latter group of consumers will decrease in numbers very quickly.
Clearly, there is a need for pricing models that allow greater granularity in determining reasonable fee-for-usage: it’s understandable that a customer using one hundred times more than another should pay more. Frontier, however, plans to charge $1 per additional GB used. Since the average movie downloaded through iTunes (Etilities Forum) Movie Rentals is around 2GB, the total cost of that $4 rental comes to $6 – a 50% increase in cost to the consumer! Clearly, Frontier will disgruntle their power users faster than it takes to say it, and those bandwidth-hungry consumers will either switch back to hard media or (more likely) change providers.
What will the end result be for Frontier if they stick with the current 5GB cap strategy? They’ll be left with only their light-duty users, who, by nature, will generate less revenue and be less profitable once pricing models mature to reasonably and affordably bill based on usage.
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