The whole industry when it comes to pricing is screwed. The fault of this one is the Service Providers and not Openreach or BT wholesale.
Fully agree there.
I never take account of the initial discount when making ISP choices, because my intention is to be there a long time, and not swap. I need quality of provision, with no downtime ... and that precludes adding the risk of downtime caused by a change of provider.
If we look at the 2 core components that most people purchase then they comprise of :
1) Line Rental.
...
2) Broadband
Personally, I think of the entire shebang as being made of more components, although they aren't ever itemised this way on any bill:
1) Copper Line Rental - the physical communications medium
2) Voice Service, Access Rental - the cost of a port on a voice switch/exchange
3) Voice Service, Usage Charges - the cost of making calls over the voice exchange
4) Broadband Service, Access Rental - the cost of a port on a data switch
5) Broadband Service, Usage Charges - the cost of actually transferring data
The problem is that an ISP's "package" is never offered in this way. An ISP will often offer two broadband packages - one that incorporates cost (4) and limits cost (5) to small amounts of data, and one that incorporates cost (4) and an unlimited (5). No real problems there ...
However, the charge that we know today as "Line Rental" does the job of cost (1) and cost (2); and BT (and all others) currently insists upon a "line rental". Most people only complain about the (lightly used) service (2), but forget about (1). Unfortunately, xDSL needs, and will always need, cost (1).
TalkTalk, in their UFO offering for York, talks of taking away the "line rental", and having a single charge. That, of course, just mixes the different costs together even more. It plays to people's perception of removing the unwanted "line rental", even though the reality is that it just means an itemised line isn't printed on the bill.
That leaves us with cost (3). In the old days, this was just a per-minute charge for a call. Then came bundles of Evenings+Weekends, or Anytime, or Mobile etc. Then calls got split into a setup+duration fee. Some places (eg Plusnet) seem to charge extortionate amounts for setup+duration, presumably with the aim of making you opt for a bundle instead. Places like pulse8 retain the old-fashioned per-minute charges at old-fashioned prices.
The real problem is that the volume of calls is going down *hugely*. Saffy's recent article on TBB has these images to show:
Without the "hidden" income from (3), the ISPs have little choice but to extract their income from subscribers elsewhere. As the fight (in comparison sites) is on the headline broadband price, incl discount-de-jour, today's "line rental" gets the hit.
It'll be interesting to see how the Openreach "naked DSL" offering comes out to subscribers. I'm sure it won't actually be much cheaper at a retail level - my interest will be focussed on how the marketers attempt to sell the package as one "without line rental" ... but with just as much money going into their coffers.
From this point, the next step will be the switch to selling the voice service as something carried over IP - especially as circuit-switched SystemX and AXE exchanges reach end-of-life. It'll be just as interesting to see how marketers can get people to realise that "line rental" was more about the line itself, than voice.
The one thing I think we can expect is that billing will still not be simple.