British cable subscribers are getting a taste of American bill shock, courtesy of another dramatic rate hike from cable giant Virgin Media, now owned and operated by John Malone’s Liberty Broadband.

Virgin announced it will hike rates for a 13 TV channel and broadband package by $44.50 a month starting in August. Customers used to pay $8.92 a month for the package, or $51.89 for the year. Next month, they will pay $53.51 for the first month and $77.84 each month thereafter.

If you can afford the VIP Bundle, which includes 97 TV channels, you will also pay more next month. Virgin charges $137.84 a month today for the package. Next month, the same package will cost about $146 a month for the first year, increasing to $195 a month after that. Broad rate increases will also impact students on nine-month discount contracts, generally around $5 more a month.

Last August, Virgin jacked rates up quite a bit as well — $68.11 a year for those with a broadband and phone or “big bundle” package and just under $58 a year for those with broadband-only service.

“Nobody likes a price rise, and we understand this,” Virgin Media always writes on its website in response to rate increases. “That’s why we’re always looking to bring you the best Virgin Media experience.”

It seems Virgin is determined to get those in the United Kingdom experienced with American-style cable bills.

A fiber upgrade offering 17 million homes in the United Kingdom broadband speeds up to 200Mbps is proving controversial in parts of York because a local councillor is concerned the project will wreak havoc with the area’s daffodils.

“Having seen the disruptive and shoddy way these works have been carried out in the rest of York, I will not let that situation arise in this ward unchallenged,” said Osbaldwick and Derwent councillor Mark Warters (Ind.). “Given that Osbaldwick is currently covered in daffodils, most of which I planted with the local scouts over the years, as well as many other parts of the ward, I most certainly want to know which areas of verge are to be destroyed and what reinstatement/compensation plans are in place for local communities.”

Warters also questioned the need for Virgin Media’s $4.4 billion national cable broadband upgrade, especially since BT has already improved its DSL service in England.

“Assuming this is a competing system, what then is to stop ‘XYZ super, super fast broadband’ coming along and digging up the streets in a few years time for yet another competing system?” he asked. “The whole issue seems to be getting out of control with utility companies.”

Warters has long objected to telecommunications competition.

Warters (Ind.)

“I can well remember the disruption caused across the city in the 1990s when the cable TV systems were installed, which very few people needed due to [satellite provider] Sky TV,” Warters told The Press.

Some constituents were unimpressed with Warters’ Luddite views.

“That’s right Mr. Warters, keep your peasants in the dark ages,” responded one local. “After all there are plenty carrier pigeons around aren’t there.”

Some portrayed the issue as generational, noting York’s industrial base is rapidly being replaced with an information age economy that requires high quality broadband to compete.

“This is so typical of the attitudes that drag York down,” wrote Dillan York. “The days when northern blokes who were thick of arm and thicker of head could scrape a living from hitting lumps of metal with big hammers have gone. Shame there is an aging population who lives in hope that such ‘good times’ will return.”

But some residents acknowledge the project, which requires considerable underground digging, has made a mess of roads and sidewalks in other areas and utility company restoration efforts are lacking.

“It makes absolutely no difference which utility company digs up the road or pavement,” wrote another York resident. “They all leave them in a mess.”

A decision by Great Britain’s broadband industry to follow America’s lead consolidating the number of competitors to “improve efficiency” and wring “cost savings” out of the business resulted in few service improvements and a much bigger bill for consumers.

A Guardian Money investigation examining British broadband pricing over the past four years found customers paying 25-30 percent more for essentially the same service they received before, with loyal customers facing the steepest rate increases.

It’s a dramatic fall for a market long recognized as one of the most competitive in the world. In 2006, TalkTalk — a major British ISP — even gave away broadband service for free in a promotion to consumers willing to cover BT’s telephone line rental charges.

But pressure from shareholders and investment bankers to deliver American-sized profits have spurred a wave of consolidation among providers in the United Kingdom, similar to the mergers of cable companies in the United States. Well known ISPs like Blueyonder, Tiscali, AOL, BE, Tesco, O2, and others in the United Kingdom have all been swallowed up by bigger rivals – often TalkTalk. As of last year, just four major competitors remain – BT, Sky, TalkTalk and Virgin, which together hold 88% of the market. If regulators allow BT’s takeover of EE, that percentage will rise to 92%.

As consumers find fewer and fewer options for broadband, they are also discovering a larger bill, fueled by runaway rate increases well in excess of inflation. While consolidated markets in the United States and Great Britain increasingly lack enough competition to temper rate increases, heavy competition on the European continent has resulted in flat or even lower prices for broadband along with significant service upgrades. British consumers now pay up to 50% more for broadband than many of their European counterparts in Germany, France, the Benelux countries, and beyond.

Also familiar to Americans, the best prices for service only go to new customers. Existing, loyal customers pay the highest prices, while those flipping between providers (or threatening to do so) get much lower “retention” or “new customer” pricing. But only those willing to fight for a better deal get one.

In October, TalkTalk, responsible for much of the consolidation wave, raised broadband prices yet again — the second major price hike this year. Customers are reeling over the rate increases, despite the fact they still seem inexpensive by American standards. Landline rental charges are increasing from $25.40 to $26.91 a month, and are a necessary prerequisite to buying Internet access from TalkTalk. Its Simply Broadband entry-level package is jumping another £2.50 a month just four months after the last rate hike. That means instead of paying an extra $7.60 a month for broadband, customers will now pay $11.40. The average British consumer now pays an average of $57.79 a month for a phone line with enhanced DSL broadband service.

In France, competition is forcing providers to move towards fiber optic broadband and scrap DSL service. But French consumers are not paying a premium for upgrades necessitated by competition on the ground. While British households pay close to $60 a month, a comparable package in France from Orange known as L’essentiel d’internet à la maison costs only $36.50 a month, including a TV package and unlimited calling to other landlines. But the deal gets even better if you shop around. Free, a major French competitor, offers a near-identical package for just $32.19 a month. In the United States, packages of this type can cost $130 or more if you do not receive a promotion, $99 a month if you do.

In France, providers rarely claim they need to cap Internet usage or raise prices to cover the cost of investing in their networks. That is considered the cost of doing business in a fiercely competitive marketplace, and it forces French providers to deliver good value and service for money. Providers like Patrick Drahi/Altice’s SFR-Numericable attempted to reap more profits out of its cable business by cutting costs, discontinuing most promotions and marketing, and offshoring customer support to North African call centers. At least one million customers left for better service elsewhere in 2015.

In Britain, there are fewer options for customers to seek a better deal, and the remaining providers know it. As a result, marketplace conditions and an increasing lack of competition have made conditions right for rate increases. BT, Sky, Virgin, and Plusnet (controlled by BT) have all taken advantage and hiked prices once again this year between 6-10%, on top of other large rises.

Ewan Taylor-Gibson, broadband expert at uSwitch.com, told the Guardian, “it’s the existing customers that have borne the brunt of the increase in landline and package costs over recent years.”

Many British consumers are afraid of disrupting their Internet access going through the process of changing providers in a search for a better deal. Some report it can take a few days to a week to process a provider change that should take minutes (because most providers rely entirely on BT’s DSL network over which they offer service). Those willing to make a change are about the only ones still getting a good deal from British providers. Customers are starting to learn that when their new customer promotion ends, asking for an extension or signing up with another company is the only way to prevent a massive bill spike that Taylor-Gibson estimates now averages 89%.

BT spent $1.36 billion dollars securing an agreement with Champions League football.

Providers with the largest increases use the same excuses as their American counterparts to defend them. BT claims a reduction in income from providing landline service is forcing it to raise prices to make up the shortfall. Critics suggest those increases are also helping BT recoup the $1.36 billion it controversially paid for the rights to carry Champions League football — money it could have invested in network upgrades instead.

The current government seems predisposed to permit the marketplace to resolve pricing on its own, either through competition among the remaining players or allowing skyrocketing prices to reach a level deemed attractive by potential new entrants into the market. The usually protective British regulator Ofcom also seems content taking a light hand to British ISPs, enforcing price disclosures as a solution to increasingly costly Internet service and making it easier for consumers to bounce between the remaining providers many think are overcharging for service.

Things could be worse. British consumers could face the marketplace duopoly or monopoly most customers in the United States and Canada live with, along with even higher prices charged for service. The Guardian surveyed telecom services across several European countries and found that, like in the UK, most customers are required to bundle a landline rental charge and broadband package together to get Internet access, but they are still paying less overall than North Americans do.

Here is what other countries pay for service:

United Kingdom: Basic BT home phone service with unlimited “up to 17Mbps” DSL broadband costs $31.12 per month, plus a monthly landline charge of $27.35 including free weekend calls. An unlimited calling plan with no dialing charges costs an extra $12 a month. Competitor TalkTalk charges $11.40 for unlimited broadband on its entry-level Simply Broadband offer, plus $26.91 for the monthly landline rental charge.

France: Many Orange customers sign up for the popular L’essentiel d’internet à la maison plan, which bundles broadband, a phone line with unlimited calling to other landlines, and a TV package available in many areas for $36.50 a month. Competitor Free.fr charges $32.19 for essentially the same package.

Germany: Deutsche Telekom offers its cheapest home phone/broadband package for $37.75 after a less expensive promotional offer expires. One of its largest competitors, 1&1, offers the same package for $33.29 a month after the teaser rate has ended.

Spain: Telefónica, Spain’s largest phone company, offers service under its Movistar brand combining an unlimited calling landline and up to 30Mbps Internet access for $46.21 a month. Its rival Tele2 offers a comparable package for a dramatically lower price: $29.11 a month.

Ireland: National telecom company Eircomis is overseeing Ireland’s telecom makeover, replacing a lot of copper phone lines with fiber optics. Basic broadband starts with 100Mbps service on the fiber network with a promotional rate of $26.82 for the first four months. After that, things get expensive under European standards. That 100Mbps service carries a regular price of $66.51 a month, deemed “hefty” by the Guardian, although cheaper that what North Americans pay cable companies for 100Mbps download speeds after their promotion ends. For that price, Irish customers also get unlimited calling to other Irish landlines and mobiles. If that is too much, rival Sky offers a basic phone and broadband deal for $32.18 with a one-year contract.

“Unlimited data” must mean exactly that in the United Kingdom if you hope to survive a challenge with British regulators over advertising and tariff claims.

Virgin Media thought itself clever offering “VIP” mobile customers two choices for service: £15 for a package that included 3GB of mobile data or £20 for “unlimited” data. Unlimited sounds like a great deal. For just $7.41 more, a customer could turn their stingy 3GB plan into unlimited data paradise. Or so one would think until navigating a nearly impenetrable thicket of fine print that suggested “you should expect speeds delivered up to 384kbps (3G). Actual speeds experienced may be higher or lower and will vary by device and location.”

Seven complainants discovered something interesting about their “unlimited data plan.” It sped along at an average speed of 6Mbps until they hit 3.5GB of usage during any billing cycle. After that, speeds were consistently reduced to 384kbps. They quickly learned Virgin had a secret throttling plan in place for their unlimited customers, couched in vague and misleading fine print that suggested customers should treat anything over 384kbps as a veritable gift from the mobile gods.

Why hide the fact Virgin has a “fair use policy” similar to many other wireless carriers that promise unlimited data only to throttle speeds after customers reach a certain amount of usage? Look again at Virgin’s pricing.

A customer could choose a £15 plan that included 3GB of usage or spend an extra £5 for what actually turns out to be just 500MB of regular speed data. If customers realized that, they would likely keep the £5 in their wallet. Instead, it went straight into Virgin’s bank account.

Virgin’s response is familiar to any customer who thought they bought an unlimited plan only to discover it cannot reasonably be used once an arbitrary limit is reached. The Advertising Standards Authority (ASA) summarized Virgin’s reply:

They said within all of their advertising, whenever they referred to “unlimited data” in connection with their mobile tariffs, they included an explanation within the small print that customers should expect speeds of up to 384kbit/s.  They said the restriction imposed on customers was moderate in respect of the service being advertised.

They noted that the body copy of the ad did not make any reference to internet speeds, and said that Virgin Mobile customers were never prevented from accessing the internet, no matter how much data they used.  They therefore maintained that access to data for any customer was entirely unlimited.  They said, where a customer exceeded 3.5GB in any 30-day period, they would still be able to use the internet on their device at 3G speeds.  They said that 2% of Virgin Media customers ever reached the limit in a 30-day period, which they considered was a tiny minority. They said that the customers using more than 3.5GB of data each month would be those customers who would be more aware of the advertised expected speed, and that the average consumer would therefore not have been misled.

That last sentence in particular did not amuse the regulators. In the United Kingdom, making a claim of “unlimited service” means that any limitations imposed on that service affecting speed or usability must be at most moderate and clearly disclosed. Virgin failed on both.

Average 3G speeds in Britain are now 6.1Mbps and that speed does not vary much between providers. The ASA ruled that slashing speeds to a fraction of 6Mbps went way beyond the rules.

“Given the speeds we understood consumers were likely to achieve before the [throttle], we considered that they were likely to notice the drop in speeds once the restriction was applied, as had a number of the complainants,” wrote the ASA. “We considered that a reduction in speed from an average we understood to be approximately 6 Mbit/s to 384 kbit/s once the limit was reached, was more than a moderate reduction. Because we considered the limitation imposed on speeds to be more than moderate, we concluded that the claim ‘unlimited data’ was misleading.”

As a result, Virgin Media was told not to claim that a service was ‘unlimited’ if the limitations that affected the speed or usage of the service were more than moderate.

In North America, the best prices, rebates and packages are only available to new customers while customer loyalty is rewarded with rate hikes.

In the United Kingdom, Virgin Media handles things differently, offering its best new packages and deals first to current customers before they become available to the public at large.

This week, the cable operator introduced two discounted “quad-play” bundles of broadband, mobile, television, and home phone service at prices that are unbelievably low by North American standards.

• The $59.40 Big Bang bundle provides 100Mbps broadband, a Virgin Media TiVo, home phone service, and Virgin Mobile service with unlimited talk/text and 250MB of data;
• The $84.88 Big Kahuna delivers 152Mbps broadband, a Virgin Media TiVo with a 230 TV channel package, home phone service, and Virgin Mobile service with unlimited talk/text and 250MB of data.

“Our fantastic new bundles deliver unprecedented value as standard,” said Dana Strong, chief operating officer of Virgin Media. “For the first time, households will be able to get the best broadband together with the UK’s best value mobile SIM, as part of a bundle perfectly tailored to the customer’s needs.”

Virgin Media will introduce other packages in the near future and is resetting its standard broadband speed offering to 50Mbps. Customers with 30Mbps will be upgraded to 50Mbps, 60Mbps customers will soon get 100Mbps, and 120Mbps customers will be boosted to 152Mbps — all at no additional charge.

The new bundles come with an 18-month contract and do not include the usual BT line rental charge for telephone service that most landline customers in Britain already pay, regardless of provider, which costs an extra $27.15 a month.

Customers who don’t want mobile service with Virgin will be given a further discount, as the price chart below shows: