Always a tricky business changing prices.
We have put up the broadband again, this time by 25p a unit, and re-jigged daytime and evening usage levels to be more favourable to business customers.
There is a clear objective in my mind for this - to balance daytime and evening better, and to allow us to spend more on capacity and some major upgrades.
Over the years we have seen evening/weekend usage gradually increase so that it is now a clear peak in usage. We just need to steer that back to more business customers.
There is also a view that if people use less or we have people leave us, we are putting off the inevitable 10Gb/s upgrades we need just a bit more. It is big and scary and expensive. It will be needed in the next 6 months, but we need to take this carefully.
I think we will have some people leave. We will have some people reduce how many units they buy. We will have some increase the number of units. I suspect we'll have lower take up of new lines - but not sure. People tend to buy because of quality and personal recommendation. It costs for us to provide quality. Perhaps we are reassuringly expensive now. I hope so.
That said, decreasing prices is tricky too. It does not always get the extra business you hope for. It is also easy to get it wrong and find you cannot afford to run the service properly. We have done a price decrease wrong in the past, and that hurts.
The main thing is we are taking the long term viability of the company seriously and we expect to still be here in another 14 years. That means making tough choices some times and making price changes.
I hope customers understand. I understand if some need to leave.