Time Warner Cable will not follow Comcast, Charter, Cox and Mediacom by imposing usage caps or move towards a compulsory usage-based billing scheme.

Yesterday, incoming CEO Robert Marcus told investors attending the Bank of America Merrill Lynch 2013 Media, Communications, and Entertainment Conference that he recognizes the majority of Time Warner Cable’s broadband customers want the company’s unlimited use offering and made it clear that option will continue to be available.

Marcus

“Most customers today — the vast, vast majority — take our unlimited offering and I think over time most customers will continue to take unlimited,” said Marcus, who currently serves as Time Warner Cable’s chief operating officer. “They value it and will be willing to pay for it. I think that is great and we have no desire to change that.”

However, Marcus also reflected on the revenue opportunities available to the company from its broadband offering, and signaled investors the company would continue to price the service commensurate with its perceived value.

“High Speed Data is a tremendous product for us,” Marcus said. “Our customers continue to use it more and more for all different sorts of applications. I think consumption growth year over year in the second quarter is somewhere north of 40 percent. It has been in that kind of range for a long time and we expect it to continue to grow at a pace like that for as long as we can see. With that increasing usage comes an increasing utility to customers and we believe an increasing willingness to pay for that incremental utility.”

Time Warner Cable increased its broadband average revenue per user (ARPU) by 9% for residential High Speed Data during the second quarter, with total broadband revenue up more than 12%, according to Marcus. Those revenue increases have been made possible by three things:

Less Costs More: *-With the FCC claiming the average Internet user consumes 28GB of broadband per month, this may explain why Time Warner Cable customers have little interest in the company’s 5GB Internet Essentials offer. (Chart: New America Foundation)

• Adding new broadband customers, mostly those abandoning telephone company DSL;
• Implementing general price increases on broadband service for existing customers and the introduction (and later increase) of modem rental fees starting last fall;
• Successfully encouraging customers to upgrade to faster speed tiers, which are sold at a higher cost.

Despite Marcus’ commitment to maintain unlimited broadband service for Time Warner Cable customers, the cable company is moving forward with several optional, usage-based tiers sold at a discount.

“There are customers who choose to consume less and we feel strongly that we need an offering for them which allows them to pay less and eliminate the structure where they have to subsidize the heavy users,” Marcus explained.

For more than a year, Time Warner has offered a little noticed, usage-limited plan for customers willing to confine their Internet browsing to a maximum of 5GB per month. The plan has not been popular with customers and very few have signed up. Time Warner announced earlier this summer they would try again.

“We’re now in the process of rolling out yet another usage-based tier of service which I think is a more meaningful one because it comports with what real-life usage is like, which allows customers to use 30GB a month of service again at a discount from the unlimited pricing,” said Marcus. “When you put 30GB in context, our average usage today is about 50GB a month, median usage is actually less than 30GB, so for some customers there is going to be an economically rational reason for them to choose that 30GB tier. I expect the take rate will be certainly higher than for the 5GB service.”

Marcus, like the current CEO Glenn Britt, admits the company is attempting to educate customers that broadband usage carries a cost.

“There is a principle at stake: that value, price and usage are related to one another and that is important over time,” Marcus said.

Time Warner Cable broadband customers who briefly unplug their modems to reset them will discover slightly improved download and upload speeds from the cable company.

Multiple customers from around the country have reported to Stop the Cap! Internet speeds have been over-provisioned by at least 10 percent as of this week and the PowerBoost feature that delivered a short burst of faster speed during the first few seconds of a download appears to be discontinued.

Before

On average customers can expect the following speeds:

• Standard (was 15/1Mbps) is now 16.5/1.2Mbps
• Turbo (was 20/2Mbps) is now 22/2.2Mbps
• Extreme (was 30/5Mbps) is now 34/5.6Mbps
• Ultimate (was 50/5Mbps) is now 55/5.6Mbps

We have also heard from four different customers that Time Warner Cable has started providing a DOCSIS 3 modem for Turbo customers, which means those considering Turbo service and planning to buy their own modem will best be served choosing a DOCSIS 3 compatible unit. We continue to highly recommend the Motorola SB6141.

After

We do not expect Time Warner Cable to advertise the speed increases. They are likely a result of the discontinuation of the PowerBoost feature which was first offered to Time Warner Cable customers in New York City in 2008 and became available nationwide a year later for Standard and Turbo tier customers.

The Federal Communications Commission’s ongoing verification of the nation’s largest ISPs advertised speeds would have registered a broad-based speed decline had Time Warner simply discontinued the temporary speed boost technology. PowerBoost does affect speed test results because it provides a temporary speed bump during the download speed verification process. By “over-provisioning” customers’ broadband speeds, the company can compensate for the change and likely even see an improvement of its speed ranking by the FCC’s testing program.

Time Warner Cable increased broadband rates by $3.00 this summer and raised its monthly modem rental fee to $5.99 this month.

TWC WiFi in Los Angeles County

TWC WiFi in Orange County

Time Warner Cable has unveiled free Wi-Fi service for their broadband customers on-the-go in selected portions of Los Angeles and Orange counties.

TWC WiFi comes free for Road Runner customers.  Others can access the network for $2.95 for one hour, $6.95 for one day, $19.95 for a week, or $49.95 a month, which is at least as much as the price of a traditional Road Runner account.

The first phase of the $15 million dollar wireless network covers 40 square miles, including downtown Los Angeles, Newport Beach, Santa Ana, Venice Beach, and West Hollywood.

That’s only a tiny fraction of Los Angeles County’s total size, encompassing more than 4,700 square miles, but the cable operator promises it will be expanding the wireless network to cover Westside coastal communities and more of Orange County.

Los Angeles joins New York City as Time Warner’s second Wi-Fi-enabled city.  The cable company is introducing Wi-Fi service to help improve the perceived value of the company’s broadband product.

Gone

After more than a decade of “beep, beep,” Time Warner Cable is retiring Geococcyx californianus, the ground foraging cuckoo better known as the Greater Roadrunner.

It’s all part of a “brand refresh,” Time Warner’s Jeannette Castaneda tells Fortune.  The idea is to “create excitement around the eye-ear symbol.”  For now, the “Road Runner” name will remain — just the mascot disappears.

When Road Runner was first introduced in 1995 in Elmira, N.Y., it was designed to be a localized high-speed online portal, originally called the “Southern Tier On-Line Community.” Portals were all the rage in the 1990s, designed to serve as a unified home page to help users find content more easily.  When the cable modem broadband service finally spread to other markets, it was branded ‘LineRunner.’

But Time Warner’s marketing people decided the company’s best strategy to convince users that paying at least double the price they were paying for dial-up was worth the investment when you considered how fast cable broadband service was, and how it would outperform any dial-up connection.  The cable company spent months negotiating with Warner Bros. to license the use of the roadrunner in the old Wile E. Coyote cartoons.  The company even changed the name of their broadband product to Road Runner to drive home the speed message.

The "eye-ear" branding that replaces it.

Over the years, Time Warner has blanketed customers in postcard mailers, advertising, and billboards showcasing their broadband mascot, but no more.  While Time Warner Cable would not provide exact reasons for the brand change, we suspect there are several factors involved:

1. The cost to license the roadrunner character from Warner Bros.  In 1998, regional Time Warner representatives shared that the licensing agreement with Warner Bros. was costly and complicated.  Warner Bros. maintains strict control over their licensed characters and how they are used.
2. In the past, emphasizing speed was essential in convincing consumers to drop their old provider for the cable company’s alternative.  But broadband penetration in most of Time Warner’s markets has already reached a high level and most of those still refusing to take the service are not going to be convinced by speed arguments.  For these holdouts, lack of interest and the cost of the service are the most important factors, and the roadrunner character does not speak to these concerns.
3. 

   Canis usagecapus

   The telecom industry, notably cable, has spent years trying to retire the phrases “Internet access” and “Internet Service Provider.”  They don’t even like the word “broadband.”  For them – it’s High Speed Internet (HSI) or “High Speed Online.”  They have put the words “high speed” in the very term they use to describe Internet access.

4. Time Warner Cable believes in their unified bundling of services.  They aggressively pitch all of them together at a discounted price and have de-emphasized the branding that used to be associated with individual package components.  For example, Time Warner didn’t retire the name “LineRunner” when they rebranded their cable modem service Road Runner.  They simply re-used the name for their telephone service.  Time Warner tested LineRunner in the Rochester, N.Y. market before ditching the product for a Voice Over IP service they now like to call “digital phone.”  Today, most of Time Warner Cable’s most visible ancillary branding is done for their triple-play packages.  Remember “All the Best?”

Fortune thinks the retirement of the roadrunner may also have something to do with the company’s desire to implement an Internet Overcharging scheme:

TWC, like other big ISPs, is a leading proponent of imposing bandwidth caps on its Internet users. Imagine the possibilities for illustrating articles about this topic – Wile E Coyote (perhaps wearing a TWC ballcap) tripping up the Road Runner with piano wire, or finally getting his revenge and hurling the obnoxious bird off a cliff.

Two years ago, when Time Warner proposed to limit consumption of consumer broadband accounts with an Internet Overcharging experiment, Stop the Cap! suggested they should instead upgrade their networks to meet the demands of their Internet-hungry customer base.

With thanks, they have taken our advice.  As DOCSIS 3 upgrades continue to roll across the cable company’s service areas, it is bringing immediate benefits to every Road Runner customer, and the company itself.

Several weeks ago, we shared the story of Time Warner customers in Webster, N.Y.  Time Warner had hopelessly oversold its broadband service in the growing town just northeast of Rochester.  Speeds plummeted to as low as 900kbps most evenings and weekends, and did not return to normal until most customers were back at their day jobs.

As a shared network, cable broadband delivers a limited amount of bandwidth into individual neighborhoods, shared by every customer.  When too many people pile on, speeds plummet.  When this happens, cable companies are supposed to either increase capacity, or more commonly divide a congested area into two or more parts, each served with their own broadband pipe.  In less densely populated towns, or where less net-savvy consumers tend to reside, capacity upgrades may come only once or twice over several years, and speeds are consistently fast day and night.  But where college students predominate, or where new housing developments deliver plenty of new upper-income homeowners more likely to leverage their broadband connections, the tell-tale evening and weekend slowdowns create problems.

A speedtest performed before the upgrade

“A good clue of overcongestion is when download speeds suffer, but upload speeds remain fairly consistent,” shares Prakash Patel, who consults with cable companies on HFC “cable” broadband deployment.  “Typically, if both speeds falter at different times of the day, that is usually a sign of a technical fault on one’s cable connection — not network congestion.”

For Stop the Cap! readers in Webster, the ongoing congestion made Road Runner virtually unusable during the evening and weekends, particularly for higher bandwidth applications like video or downloads.

Several of our readers filed complaints with the cable company and one took his case to the Better Business Bureau, who obtained a sympathetic response from Time Warner — but no immediate solution.  The Bureau accepted that explanation and “administratively closed” the complaint.

As we recommended, customers remained very vocal about the ongoing congestion problems in the town.  We’ve found the old adage, “the squeaky wheel gets the grease,” effective in moving upgrades higher up the list of priorities cable engineers deal with in maintaining their networks.

Original plans to deal with the problem were scheduled for late March, but Time Warner bumped the upgrade forward to this past weekend.  Instead of simply dividing up the town, Time Warner installed DOCSIS 3 technology, which greatly increases the size of the broadband pipeline available to customers.  The upgrade did the trick.

Our reader Tim shares the good news:

“I ran some speed tests Tuesday night and the improvement was very noticeable,” he writes.  “We were able to achieve speeds in the early evening that were previously only possible in the very early morning hours.”

Patel believes cable companies will continue to win a majority in the broadband marketplace using DOCSIS 3, which he considers an affordable and easy-to-deploy upgrade.

The results after the upgrade was completed.

“Not only is DOCSIS 3 relatively inexpensive, it provides plenty of new revenue opportunities for the companies that deploy it,” Patel says.  “It also fits well from an engineering standpoint, because it is an evolutionary update to a successful technology.”

Patel believes DOCSIS 3 and future versions of the cable broadband standard will allow operators to successfully compete, at least in download speeds, with virtually any provider.

“Cable companies can simply bond several channels together and accelerate download speeds,” Patel says.  “Upload speeds are proving to be a bigger issue, as most companies limit them to around 5Mbps.”

At least for now, customers in Webster are happy they are once again getting the service they paid to receive.  The upgrade solved the congestion issue for Time Warner, and the cable company plans to sell higher speed service to interested customers later this spring, earning new revenue to pay for the upgrades.

That’s a win-win everyone can appreciate — all done without an Internet Overcharging scheme.