One of America’s handful of cable overbuilders that provide competing cable television service will be ripe for an acquisition or merger after launching an initial public offering that could raise as much as $750 million and make them a juicy target for a takeover.

WideOpenWest, which customers know better as WOW!, provides almost a half-million customers in Alabama, Florida, Georgia, Illinois, Indiana, Maryland, Michigan, Ohio, South Carolina and Tennessee with a choice of a second cable company. It has consistently won reasonably high scores in ratings issued by Consumer Reports and often offers better speed and service than incumbent providers. WOW has been quietly and slowly expanding service, but in the last two years has attracted the interest of private equity firms and Wall Street banks. One of those equity firms — Crestview Partners, invested $125 million in WOW 18 months ago. UBS Investment Bank and Credit Suisse have teamed up to manage the IPO.

Jeff Marcus, who also happens to be a partner in Crestview, has been named chairman of WOW. Avista Capital Partners still owns almost 60% of the company.

By entering the public market, WOW could quickly come under pressure from Wall Street analysts to get out of the cable business by selling the company and profiting investors. The drumbeat for mergers and acquisitions has only intensified with a corporate-friendly Trump Administration that has sought to appoint “hands-off” regulators at the FCC and Justice Department. There are several likely buyers — the various cable companies that face direct competition from WOW and would like shut the company down and upstarts like Altice, which has targeted smaller cable operators like Cablevision and Suddenlink.

Marcus has telegraphed he is isn’t in a hurry to spend investors’ money, which could leave WOW flush with cash, something else attractive in a takeover. Multichannel News reports that one of WOW’s “main directives” would be to offer “video, voice, and data services in packages that consumers want,” — hardly a revolutionary concept. In a July interview, Marcus made it clear there was ‘no burning need to increase scale.’ That tells would-be buyers the company hasn’t any immediate plans to spend a lot of money or expand service, things that could drive away some buyers.

“It’s all opportunistic,” Marcus said. “When I started Marcus Cable with 18,000 subscribers, I had no idea that it would get to 1.3 million. One thing led to another and we took advantage of opportunities as they presented themselves. I think that’s what is going to happen here.“

A wealth opportunity for Marcus would be collecting significant proceeds selling the operation. There is a good chance WOW will either buy other companies or be bought itself as the cable industry consolidation wave continues. Other operators about its size — Cable ONE and until recently NewWave Communications, have been considered takeover targets for years. NewWave was acquired by CableONE in January for $735 million in cash, coincidentally slightly less than the potential upper limit of WOW’s proceeds from an IPO.

Comcast could kick the door open on the traditionally closed cable-TV monopoly.

Comcast has a “Plan B” in case rival online-TV streaming providers start a major wave of cable TV cord cutting: the right to offer its own online cable TV replacement nationwide.

Bloomberg News reports Comcast is quietly acquiring national online distribution rights from cable networks, which gives the cable giant the right to sell cable TV-like packages outside of its cable company service area.

Comcast maintains “most favored nation” clauses in its contracts with cable programmers, which means if those networks agree to online distribution of their programming over online competitors like Sling TV, AT&T DirecTVNow and PlayStation Vue, those same rights are also available to Comcast.

For now, insiders claim Comcast has no immediate plans to start competing outside of its home service areas, but it wants to accumulate the necessary rights to hedge against online rivals.

“When you really try to evaluate the business model, we have not seen one that really gives us confidence that this is a real priority for us,” Matt Strauss, Comcast’s executive vice president for video services, said at a conference in November. “There is significantly more upside and profitability in going deeper and deeper into our base first versus following a video-only offering OTT,” he added, using the industry term for nationwide online video.

Comcast has been gradually picking up online distribution rights as it renews contracts with the networks it carries. A sign Comcast may imminently launch a competing product similar to DirecTVNow would come if it chooses to renegotiate contracts before they expire. Comcast last negotiated with CBS in 2010 and ESPN in 2012. Both contracts don’t expire until 2020. Without renegotiation, any online offering from Comcast would not include networks owned by those two companies.

Comcast is downplaying any interest in breaking the traditional cable television business model, which depends in part on friendly relations with other cable companies and staying out of their territories. The prospect of Comcast selling cable TV service in Charter’s service area would threaten a still lucrative source of revenue if a price war develops. Video represents about 50% of Comcast’s cable sales.

For now, Comcast’s most evident online competitor is AT&T’s DirecTVNow which has added 200,000 subscribers nationwide since launching in November. But that remains just a fraction of Comcast’s 22 million cable-TV customers, a reason why Comcast may be in no rush to enter the online streaming cable-TV business. That may change when two high-profile online video providers get into the business later this year. YouTube and Hulu are both expecting to launch cable-TV alternatives in 2017.

Comcast has begun rolling out another speed increase for its broadband customers subscribed to its Performance tier.

The free upgrade, which began March 1, raises downstream speeds from 50 to 70Mbps. The speed boost is likely to gradually spread across Comcast’s nationwide footprint, but this month the new speeds are available to residential customers in:

• Oregon
• Washington State
• Colorado
• Utah
• Houston
• Tucson, Ariz.

Comcast is notifying customers with older modems they will need to get a new one to take advantage of the faster speeds.

Former Time Warner Cable and Bright House Networks customers in Florida, Ohio, Michigan, and Wisconsin were glad to see the end of modem rental fees, something promoted as a tangible deal benefit of the merger by new owner Charter Communications. But many of those same customers are now upset to discover that up to $10 modem rental fee has been replaced with a $5 monthly fee for “Wi-Fi service.”

LuAnn Summers, a Bright House customer in Tampa, wrote Stop the Cap! in February to complain her new bill from Charter/Spectrum included a $9.99 activation fee and $5 a month for something called “Wi-Fi Service.” The same fees have since appeared on bills for some customers recently switching away from their old Time Warner Cable service plans to new Spectrum pricing and plans.

Rich D’Angelo in Wisconsin recently took Charter up on its offer to switch away from his legacy TWC plan when his promotion expired in January.

“I was able to get a big speed boost and bundle it with Spectrum’s Silver TV package, which includes two of the premium movie channels I was paying TWC $15 each for every month, and my bill was only supposed to go up $10,” D’Angelo tells Stop the Cap! “Instead, it went up $25 and I feel lied to.”

Wi-Fi sticker shock.

D’Angelo retired his old owned Motorola SB6121 modem in favor of a new network gateway supplied free of charge by Charter because his new package didn’t work with his old modem.

“My 6121 modem was a real workhorse and I bought it right after Time Warner started charging modem fees, but it cannot support Spectrum’s fastest speeds in Wisconsin and I didn’t feel like buying a new modem when Spectrum gives them to customers for free,” D’Angelo explained. “This was the device they handed me and I was not offered any other option.”

Champagne Johnson in Columbus, Ohio also took advantage of Spectrum’s new pricing plans thinking she could save her family money and get better internet speeds from the cable operator that advertises it’s a “new day” for Time Warner Cable subscribers.

“New day but the same old lies and deceit,” Johnson writes Stop the Cap! “Do these cable companies only hire thieves? I was told the cable modem was included, but now I am suddenly getting charged for Wi-Fi, which is crazy. I called Spectrum up and they told me there is a charge if I use their modem for my Wi-Fi. I told them I don’t need their Wi-Fi because I have my own router that works fine and they told me it was included inside their modem and I had to pay for something I won’t use.”

Charter assumes if you use Wi-Fi, you want their Wi-Fi Service

We contacted Charter to learn more about this new charge and what customers can do about it.

It turns out the Wi-Fi charge and activation fee applies when you use a network gateway device provided by the cable company. We learned the reason so many customers are finding this charge on their bill comes as a result of slightly deceptive sales practices when customers choose a Spectrum internet service plan.

“Do you use Wi-Fi at home?” a Charter representative asked us when we inquired about pricing for a new Spectrum service plan to replace our existing Time Warner Cable plan. When we answered yes, the representative said they would send our “free equipment” and noted we would no longer pay a modem rental charge (despite the fact we had owned our own modem at Stop the Cap! HQ for years). “You can either pick it up in a cable store or we can ship it direct to you in a self-install kit.” That equipment was a “network gateway,” which bundles a cable modem and router into a single device.

Our readers confirm that Charter representatives did not ask them if they have an existing in-home router, which probably already provides Wi-Fi access in the home. Nor do they disclose that accepting a network gateway, which was also interchangeably referred to as “a modem” means they are agreeing to pay a $9.99 activation fee and $5/mo ongoing fee for “Wi-Fi service.”

We called three times this afternoon as were given identical information, and no disclosure of any Wi-Fi fees.

On the fourth call, we specifically asked about Wi-Fi fees and the representative told us they did not know the answer and left us on hold for 10 minutes before finally disclosing that Charter does charge both fees. When we asked how to avoid them, we were first told we could not waive the fee if we used Wi-Fi in the home, but a supervisor later clarified that it only applied to their gateway and we could specifically request a “basic modem” or have Wi-Fi disabled on a network gateway, and neither charge would apply.

“How are we supposed to know and understand that in advance?” Johnson asked us.

“Considering more than 90% of Time Warner Cable customers were paying $10 a month for a modem without ever realizing or understanding they could buy their own and avoid that charge, how many Spectrum customers are proficient enough to tell Spectrum they want their network gateway set to bridge mode or want a traditional cable modem without router functionality? It’s clear Charter is going to make $5 a month from a whole lot of customers, and it should be disclosed up front. It even got me and I am a network engineer.”

Summers learned about the controversy of the Wi-Fi charge after googling the fee and discovered a Tampa Bay Times story about the fee.

Spectrum spokesman Joe Durkin told the newspaper the fee should not apply to customers Charter inherited from Bright House who already had internet service. He said Spectrum is reviewing cases the Times has brought to its attention to see if the charges were appropriate.

But that isn’t always the case for customers placing orders on Charter’s website or contacting customer service by phone. In both cases, Charter implied if you want to use Wi-Fi at home, you owe them an extra $5 a month:

Charter’s website suggests that you have to pay $5 a month if you intend to use Wi-Fi at home.

Getting the charges off your bill

Luckily, Charter is readily agreeing to customer requests to remove the charge(s) from customer bills and will supply equipment with Wi-Fi disabled (or not present when using a traditional cable modem). You may need to exchange equipment, however. If either charge appears on your bill, call and complain. While we no longer recommend customers invest in their own cable modems as long as Charter is providing them without a rental fee, we do suggest customers buy their own router and avoid ongoing fees for Wi-Fi service.

Also be aware that if you are still on a legacy Time Warner Cable internet plan, Charter will keep collecting that $10 monthly modem fee until you abandon your Time Warner plan for a Spectrum internet plan. You can still avoid the rental fee by buying your own modem. Charter’s list of supported modems is here.

Former Time Warner Cable and Bright House customers, listen up. A veteran Charter Communications customer who cut cable’s cord for good a few months ago reports Charter’s hard-line on extending retention deals to customers threatening to leave lasts only until you turn in your equipment and cancel your service.

DSL Reports reader mmainprize from Houghton Lake, Mich. wrote he dumped his $180/mo Charter Gold TV with Phone package for good after realizing just how much Charter was gouging him for service.

“I just went through my bills, and remember when internet was only $49 in mid-2015 before increasing to $52 in late 2015,” he writes. “So at the now current price of $65 you can see just how much it has gone up.”

When he called to tell them he was canceling service, they briefly tried to keep him as a customer by cutting back on his cable package for a lower price.

“Double play, Flex pack, you pick 20 channels, etc. At first the offer was internet and basic cable for $90 a month, then $74 a month for internet and “limited basic” (an unadvertised package of local channels, public access, educational and government channels, plus home shopping). I canceled all but internet.”

Within days the phone calls and letters started coming advertising discounts Charter wouldn’t dream of offering when he was still a TV customer.

“I get a call every day now (it is harassment) offering the same prices or lower than what I was offered when canceling,” he writes.

The first offer is $80 for a double play package of TV and internet service. But if you turn them down, they eventually pitch a triple play offer of $89 a month with TV, phone, and internet with free HD and DVD service (equipment extra).

The enticing offer on their website, promoting $29 a month for internet, $29 for TV, and $29 for phone service is available only to new customers. Existing Charter, Bright House, and Time Warner Cable customers cannot get those prices. You must pay more.

Those canceling service qualify as a new customer after a 30 day timeout period. Or skip that and sign up as a new customer under the name of another household member. If you are married, your spouse’s maiden name will suffice.

One thing is certain. Charter’s takeover of Time Warner Cable and Bright House is very unlikely to save most customers any money. Almost 90% of Time Warner Cable customers received discounts from a bundled service package or a retention deal. When those packages expire, your bill will skyrocket. This is exactly what Stop the Cap! told regulators in our opposition to the merger. Since 2008, we have shared one sage piece of advice with readers:

When a cable company comes calling promising you a great new deal, watch your wallet and run!