Telcos Charging Californians More. Local DSL pricing strategy looks like the ISDN high-speed Net access fiasco all over again
techweek.com
by Lewis Perdue
Digital Subscriber Lines (DSL) are being hyped to high heaven as the "big pipe" that will finally unleash the promise of the World Wide Web and provide the speed for video and other bandwidth hogs. But if you're waiting for reasonably priced DSL service, and you live in Silicon Valley or the rest of California, don't hold your breath; that privilege has been reserved for points further east.
While both U.S. West and Ameritech are rolling out DSL service (including Internet access, e-mail and Web site space) for about $50 per month, similar service through California's main phone companies-PacBell and GTE-is expected to cost two or three times as much. California customers are also looking at paying two to five times more for equipment and start-up charges, with bills that approach $800 at Pacific Bell compared with an Ameritech customer's $150 in start-up charges.
With cable modem access and AOL's recently announced service also coming in at about $50 per month, the high pricing by California telephone companies seems guaranteed to help them make the same mistakes they did with ISDN, choking off acceptance with high prices and making the acronym mean (for many) I Still Don't Need. (It actually stands for Integrated Services Digital Network.)
Comparing DSL access is tricky because it comes in so many different flavors. The most common is ADSL, where the "A" stands for Asymmetric, indicating that upload and download speeds are different, with download speed being faster in an asymmetric system. Most DSL offerings have a download speed capable of approximating T1 line performance. Upload speeds vary widely, ranging from 128 Kbps (equivalent to a full-blown, two-channel ISDN line) all the way up to 1.544 Mbits/sec.
All the carriers offering DSL agree that it is an ideal technology for telecommuters and small businesses needing a faster connection without the punitive costs of frame-relay (typically 384 Kbps) or T1 service. Ameritech and U.S. West recognize this potential market and the way the users overlap, and they have not instituted a dual-pricing mechanism for their services. Pacific Bell, on the other hand, charges a residential customer $80 per month for a 384-X-384 Kbps connection (ISP charges extra), then proceeds to hammer the small-business customer for $135 for the same connection (ISP also additional). This monthly charge is on top of the DSL hardware, network interface card, and installation, which are another $660. Which is on top of another $125 hook-up charge.
Contrast this with lucky customers in Fargo, Boise, Sioux Falls, Salt Lake City, and other places served by U.S. West who will get DSL (including Internet access) for $65 per month for a 512-x-512 Kbps connection (33 percent faster than PacBell's) and a set-up fee of $145. Hardware is an additional $199 to $299.
But the luckiest are users a bit further east who are served by Ameritech, which has started DSL service in the Detroit area for $49.95 per month, a one-time installation fee of $150 and free-yes, free-hardware for a download speed of 1.5 Megabits/sec and upload of 128 Kbps. The $49.95 price and waiver of hardware fees is part of an introductory offer. Ameritech says the price next year will be $59.95 per month and the hardware will cost $199, still light years less than Pacific Bell.
In California, GTE isn't much better than PacBell. The first test of their service in Marina Del Rey offers residential customers a 680 Kbps-x-256 Kbps service with Internet connection, e-mail, and Web site space for $125 per month and a $250 installation. Business users get soaked for $700 per month and a $500 installation feet for 1.5 Mbps-x-384 Kbps service.
Compare this with three Ameritech offerings: 1 Mbps both ways for $120 per month ($145 start-up fee); 1.544 Mbps both ways for $455 per month ($145 start-up fee); and 4 Mbps-x-1 Mbps for $480 per month ($500 start-up fee).
Soaking business users is a long-standing tradition with California phone companies, continuing today even as competition in other states has brought the two rates closer together. The disparity is even more pronounced in this era in which there is no practical difference between telecommuters and single-person businesses that are in the unfortunate position of having an office away from home, thus getting assaulted by PacBell's punitive business rates.
With a standard analog dial-up line, a single-person business working from home would pay a flat rate of $26 for the line and no per-minute charges for calls made within the local dialing area. The very same person doing the very same work for exactly the same amount of time using the phone pays $10.82 plus a per-minute charge of 3.33 cents for the first minute of every call, and 1.05 cents for every additional minute. For businesspeople needing constant e-mail and Internet contact, these charges can easily exceed $200 per month, minimum. For people whose dial-up Internet number is farther away than eight miles or so, the prices soar.
Telco execs agree that price discrepancy is unfair
"We've tried very hard to price all our services competitively and in line with our costs," says Ameritech spokesman Geoff Potter. Big differences between residential and consumer prices, he says, reflect an out-dated system where business rates subsidize consumer rates. "There's no difference in actually providing the service," Potter says. "And in most areas, business and consumer rates are getting closer together as artificial subsidies are removed."
"We priced our DSL service according to two criteria," says Bo Brock, Ameritech.net's marketing manager for high speed Internet access. "One was the competition, and that's not a T1 or satellite feeds, but cable modems. The second is that we wanted to price it fairly for the mass market. We simply could not justify charging people $150 for this."
Brock says that the pricing is not a special introductory come-on, but that Ameritech is getting "a pretty good return on investment" at the price they are charging.
The artificial subsidies that drive up the price of an ordinary business phone line can actually make even PacBell's DSL prices attractive since DSL does not come with per-minute charges attached. Therefore, a sole proprietor who uses a business line intensively should save a little money even if paying $150 per month or more for California prices. This, however, is a little like dealing with a loan that only wants to break one of your kneecaps when it wanted both of them in the past.
Michael Powell, Director of DSL Marketing for SBC Communications (which owns Pacific Bell) defends his company's rates and business-versus-residential pricing: "Our office is marketing primarily a business offering, so we entered the market with speeds and prices that we felt were appropriate."
He dismisses the Ameritech, U.S. West, and AOL pricing as "introductory rates" and "consumer offerings" whose lower prices could not withstand a full market roll-out.
Both U.S. West and Ameritech say this is not the case.
In addition, Powell denies that AOL's DSL service and $49.95 price will establish a pricing floor that will prevent PacBell from getting the rates it is now charging because, he implies, they will not be able to scale up the operation beyond a trial basis and still keep prices at that level.
Currently, Pacific Bell is offering DSL service in the Bay Area in a "J"-shaped area running from Walnut Creek to San Jose and up to Palo Alto. Concentric Networks is the only major ISP tagging along in those areas, buying DSL "pipes" from PacBell. Their turnkey offerings reflect the higher California prices. A 384-x-384 Kbps account would cost $159 to $199 per month with an equipment charge ranging from $350-$550, and circuit activation and on-site installation charges ranging from $325-$385. Faster service is available, but at a steep price. A 1.1 Mbps (both ways) account will cost $399 per month compared with Ameritech's $120 per month for 1 Mbps (both ways) service.
The availability of DSL service is also an issue where Silicon Valley and other California residents will have to take a back seat to their cousins farther east.
Before the end of June this year, U.S. West says it will be offering DSL to most major cities and towns in Arizona, Colorado, Idaho, Iowa, Minnesota, Montana, Nebraska, New Mexico, North Dakota, Oregon, South Dakota, Utah, Washington, and Wyoming.
Ameritech says it will be available in the Detroit and Chicago areas this summer, and that within the next two and a half years, it will be available to 70 percent of their customers.
By the end of this year, GTE will be offering the service in areas of Southern California, Florida, Hawaii, Indiana, Kentucky, Michigan, Missouri, North Carolina, Ohio, Oregon, Pennsylvania, Texas, Virginia, Washington, and Wisconsin.
Pacific Bell says it is holding trials at 14 central offices in the Bay Area and does not have roll-out plans yet.
BIO: Lewis Perdue, author of 16 books and CEO of SmartWired Inc., can be reached at lperdue@ideaworx.com.
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