MYOB

Asking about the cost of DirecTV could turn out more expensive than you think.

The Los Angeles Times found DirecTV a little more nosy than it should be, opening the door to identity theft and some minor credit damage from unwanted credit inquiries from the satellite provider.

As customers in southern California grow weary over Time Warner Cable’s dispute with CBS, some are shopping around for a better deal with another provider.

57-year old Los Angeles resident Michael Bell got more than he bargained for when he called DirecTV looking for some price quotes. Before the representative would answer, Bell found himself grilled for a lot of personal details that seemed irrelevant in response to a question about the price of HBO.

In addition to name, address, and type of residence, DirecTV wanted to know if Bell owned or rented his home.

“That stopped me,” Bell told the LA Times. “Why should he care? I told him I just wanted a price quote. He said we’d get to that. And then he asked for my Social Security number.”

That was T.M.I. for Bell’s tastes and he quickly hung up.

Requesting a Social Security number these days is a red flag, often giving warning the person asking is about to run a credit check on you.

Sure enough, Robert Mercer, a DirecTV spokesman, explained the satellite provider pulls a credit report on every potential customer to determine their financial viability. DirecTV doesn’t want deadbeat customers, not after spending close to $900 to install satellite television in the average home.

If you don’t like it, you can pay DirecTV a $300 deposit and keep the number to yourself. The money is gradually refunded in the form of $5 monthly service credits each month you maintain service.

Cable companies are also notorious for running credit checks on customers, which can appear to other creditors as a request to extend credit. Too many credit inquiries can temporarily cut your credit score or worse, deny you credit.

AT&T and Verizon are also sticklers for good credit so expect them to run credit checks as well.

Time Warner Cable stands out among others for at least taking an interest in protecting customer privacy and preventing possible identity theft.

Dennis Johnson, a company spokesman, told the newspaper it can run a preliminary credit check with only the last four digits of a Social Security number and your date of birth.

Consumer privacy advocates argue that in the age of identity theft, nobody should be providing a Social Security number to anyone without a clear understanding it is being used to establish credit, open an account, or get earned retirement benefits. Consumers asked for a Social Security number for any other purpose should ask if they can avoid providing it or at least carefully scrutinize the request. If uncomfortable, simply end the conversation.

Nine of the ten lowest ranked firms in America are cable and telephone companies, according to a new report from research firm Temkin Group.

A poll ranking customer service at 235 U.S. companies across 19 industries found cable companies dead last, quickly followed by Internet Service Providers (often those same cable operators).

Participants were asked to rate their satisfaction with different companies on a scale of “1” (very dissatisfied) to “7” (completely satisfied). Not very many participants gave high marks to their telecommunications service provider. Temkin’s resulting net satisfaction score found familiar names in the cable and telephone business scraping the bottom.

America’s worst provider? Charter Communications, which managed an embarrassing dead last 22 percent satisfaction score for television service. Time Warner Cable managed second worst for television at 25%, followed by Cox and Cablevision’s Optimum service (both 28%). Bottom rated Internet service came from Qwest (now CenturyLink), Verizon (presumably DSL), and Charter — all scoring just 31%.

Oddly, Temkin’s survey participants gave top marks to the long-irrelevant AOL for Internet service, which may mean those dial-up customers don’t know any better. Highest marks in television service went to Bright House Communications, which ironically depends on Time Warner Cable for most of its programming negotiations.

Most suspect the ratings show long-term customer dissatisfaction with endless rate increases, poor customer service and reliability, and lack of choice in an increasingly expensive television lineup.

The Temkin Group gathered its data from an online survey of 10,000 consumers in the U.S. during January 2013, all asked to rate their experiences with companies over the past 60 days.

Prism is CenturyLink’s fiber to the neighborhood service, similar to AT&T U-verse.

Western Eagle County will be among the first areas in Colorado to get CenturyLink’s fiber-to-the-neighborhood service upgrade, dubbed Prism TV.

“Eagle County is joining the first 10 markets to get Prism TV,” said Abel Chavez, CenturyLink’s director of state and local government affairs.

The phone company plans to introduce the service gradually once franchise renewal agreements with the county are complete.

The upgrade is an important once for Eagle County, which will see improved service well before residents in larger Colorado cities like Denver.

“Since we already have a franchise here, this is an opportunity to do two things — upgrade it and test it in a rural market,” Chavez told the Eagle Valley Enterprise. “In this case, a small mountain community is going to have something that Denver doesn’t have yet and it’s all going in on our existing network. We’re not adding to our footprint.”

CenturyLink’s service area includes towns in the western half of the county, Eagle and Gypsum. Comcast is the dominant cable provider in Colorado and has the largest market share of customers in the eastern half of the county.

CenturyLink primarily markets Prism as a television service, although it also supports 25Mbps broadband, depending on line quality.

Much like AT&T U-verse, Prism provides a fiber broadband connection to a box positioned in the neighborhood. From that box, the customer’s current copper telephone line is used to bring an enhanced version of DSL inside the home that divides bandwidth for Internet access, telephone, and cable television service.

A typical triple-play, new customer Prism package in Las Vegas runs around $115 a month, price-locked for 24 months. The whole house DVR and HD channels add another $10-15 a month after the first three months.

Included in the package:

• 10Mbps broadband
• CenturyLink Home Phone with Unlimited Nationwide Calling
• Prism TV (120 channels)
• Free installation, first set-top box included ($8.99/mo each additional box), DVR with up to four concurrent recordings

[flv width=”640″ height=”380″]http://www.phillipdampier.com/video/CenturyLink Prism Demo Summer 2013.flv[/flv]

CenturyLink produced this demonstration video of Prism TV’s capabilities. CenturyLink does not seem to emphasize improved broadband service as part of the Prism experience in its marketing. (2 minutes)

We saved the only good part.

The best part of Cablevision’s latest ridiculous advertising campaign is the 12-month introductory price new subscribers will pay for phone, broadband, and television service: $84.95 a month. Not bad. The same cannot be said to the advertising agency that created this mess and the executives who approved it.

Richard Greenfield from BTIG Research, which covers Cablevision for Wall Street, isn’t impressed with Cablevision’s ads either:

We believe it is time for Cablevision to find a new ad agency, bring in some new marketing executives internally and seriously rethink what their consumer proposition is – going back to pitching the triple-play at an ever lower (now $84.95 price point) is not particularly compelling. Cablevision already has very high level of bundling of video, data and voice services across its customer base.  Given that, Cablevision should be devising a marketing approach to upsell existing customers, especially higher speed, higher ARPU broadband services (given their high margin).

Consumers concerned about the high cost of cable may not agree with Greenfield’s assessment. Paying $85 a month for a triple play package is a great deal, at least until it expires.

But we suspect a lot of consumers will never get that far through the ad, particularly when most viewers don’t pay that much attention to advertising in the first place.

We know what you are watching.

AT&T’s efforts to expand its U-verse platform to more communities is all about improving AT&T’s growing revenues in the broadband business and further monetizing customers’ broadband usage.

Those are the views of Jeff Weber, AT&T’s president of content and advertising sales. Appearing at last week’s Nomura Global Media Summit Conference, Weber also admitted AT&T is using viewer data collected from U-verse TV set-top boxes to help decide what networks to carry and which can be dropped because of lack of viewership.

Weber appeared at the conference to talk about the implications of Project Velocity IP — AT&T’s investment in expanding its U-verse platform and its proposal to transition rural landline customers to AT&T’s wireless service.

AT&T claims when the project is complete, two-thirds of its landline customers will have access to U-verse, and 99 percent of AT&T’s wireline service areas will be covered by AT&T’s mobile network.

Weber’s job primarily focuses on AT&T’s U-verse TV service — dealing with all the networks on the lineup and selling advertising time.

Although television programming is an important revenue generator for AT&T, broadband revenue is the real focus behind AT&T’s U-verse expansion.

“At the core, it is about improving the fundamental broadband business, extending our footprints to be able to cover more of our customers,” Weber said. “Because our core belief is that the broadband business is [going to be] a very good business for a long time.”

Weber

One way AT&T can further increase revenue is to limit broadband usage and charge overlimit fees for customers who exceed their monthly allowance. AT&T currently limits DSL customers to 150GB of usage per month, 250GB for U-verse broadband. The overlimit fee is $10 for each additional 50GB of usage. At present, both the usage limits and overlimit fees are not broadly enforced in many areas.

“I think very clearly incremental broadband usage is going to drive incremental revenue,” explained Weber. “Part of that assumption is that as traffic continues to grow, you need to be able to monetize that traffic in some way, shape or form. At the end of the day, it’s a pretty efficient market and a really efficient way for customers to pay. In almost every other way the more you use, the more you pay. And I don’t think that’s a radical notion and I suspect that’s a kind of thing we’ll see.”

AT&T already earns $170 a month in average revenue per U-verse customer, mostly from package sales of telephone, broadband, and television service.

Television programming content continues to be a major and growing expense for AT&T, eating into profits. Weber complained programming costs are “too high” and limit AT&T from asking subscribers to pay more when rate increases are contemplated.

Instead, AT&T is increasingly playing hardball with programmers, refusing to pay growing programming costs for certain networks and dropping others that do not have many viewers.

How does AT&T know what channels its customers are watching? The company tracks viewing habits with U-verse TV set-top boxes, which automatically report back to AT&T what channels and programs customers are watching.

“Everybody is facing [profit] margin pressure as content costs go up but the question is how will customers react to higher prices as content costs go up,” Weber said. “Everybody is having to make tough decisions and we’ve been able to use that data and make very smart decisions for our customers.”

As an example, Weber noted AT&T uses real viewer numbers during contract negotiations, suggesting that lower-rated networks deserve a lower rate. If a programmer refuses, AT&T can successfully drop a little-watched network without significant customer backlash.

Weber said the numbers are even more valuable when negotiating carriage fees for expensive regional sports networks. Weber said in one city, AT&T decided to not carry a regional network because it found the majority of customers never watched many of the sports teams featured.

Comcast’s Sportsnet for Houston is not available to some U-verse subscribers because AT&T determined the audience for the sports teams on the network was too small.

“We looked at how many of our customers watched zero of those games, one, two, all the way through 150 games for baseball and 80 games for the basketball team that we’re talking about,” Weber said, noting that if a particular viewer watched 30 or more games, AT&T considered that customer a passionate viewer likely to cancel service if the channel was dropped from the lineup.

“It was very clear the viewership intensity in that particular market was low and we didn’t need to pay the rates that were being asked and we’re not,” Weber said, calling the tracking a “perfect insight” into programming costs vs. viewership value.

AT&T also made it clear if programmers went around the company to sell channels direct to consumers over the Internet, AT&T would bring significant pressure for a wholesale rate cut, which some programmers might see as a deterrent to offering online viewing alternatives.

“If they’re going to [stream their programming online], then that’s a very different conversation and a very different value for our customer,” Weber said. “That’s a choice the content providers can make. We’re totally OK with that, but exclusivity versus non-exclusivity has materially different value for our customers, and I think we would want that reflected,” he added.

Monitoring customer viewing habits also helps AT&T earn more revenue by selling targeted commercial messages to specific viewing audiences.

“If an advertiser wanted to buy The Ellen DeGeneres Show, we know based on our data who that audience is,” Weber said. “We can go find that same audience outside of Ellen and maybe extend reach or drive [the ad] price a bit [higher]. We can also go find that same audience online or on your mobile phone.”