Frontier Communications believes it can win back disconnected customers, many taking their business to competing cable companies, with marketing offers that avoid tricks, traps, and hidden fees.

Frontier executives told investors on a recent quarterly results conference call that the phone company was adding new broadband customers poached from local cable operators, unusual as DSL market share has eroded in favor of cable broadband.

“A lot of folks in [the markets we inherited from Verizon] took cable because that was the only game in town, and it didn’t mean that they liked their cable operator,” said CEO Maggie Wilderotter. “We did surveys in these markets, 75% of their customers don’t like them and 50% of them said they’d be willing to switch for the right offer.”

Wilderotter said a significant part of the phone network it acquired from Verizon was initially not compatible with broadband service. Frontier’s market share in broadband was predictably low until it expanded broadband service in those areas.

Wilderotter: Most of our customers are satisfied with 6Mbps broadband.

As the invests in its broadband facilities, market share has improved, as have speeds in some areas.

“Forty percent of our footprint has 20Mbps today, so we’ve continued to invest even though 80% of what we sell is 6Mbps and if we look at the usage patterns of our customers, it’s under 6Mbps on a monthly basis,” said Wilderotter. “Somewhere between 12 and 40Mbps is probably going to be the sweet spot of what we’re going to have to build to but we put in the right backbone in order to make that happen.”

Frontier claims its entire middle mile network between central office facilities and individual neighborhoods has been upgraded with fiber, giving Frontier added capacity.

Wilderotter told attendees at the Goldman Sachs Communacopia Conference that Frontier will continue the practice of selling simplified pricing packages that de-emphasize temporary discounts and high value awards like Apple gift cards or television sets. The company renewed its current commitment not to leverage modem fees, impose lengthy contracts, or offer temporary discounts that expire midway through a term commitment.

“Our current bundles really resonate well,” said Frontier chief operating officer Dan McCarthy. “It gives people predictability, it doesn’t really require commitment from a price protection plan, and there are no hidden fees.”

Price seems to matter a lot to Frontier customers.

“It isn’t always about speed for customers — 80% of the customers’ sales that we have today are for more the basic speed level of 6Mbps,” said McCarthy. “They have the ability to take 12 or 20Mbps max in many cases but they still choose 6Mbps. It’s really more about service, it’s about the price value equation, it’s about simplicity and really not having surprises.”