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Time Warner Cable Kills the Roadrunner
And Makes Several Speed and Price Changes
by Karl Bode 09:20AM Tuesday May 15 2012
We've been hearing from sources for a while that the change was near, and now Time Warner Cable appears finally to be eliminating the Roadrunner brand from their product lineup. A source tells us that as of May 19, numerous markets are seeing the logo and branding eliminated by products, with existing tier names simply seeing the addition of the word "Internet." For example, the company's "standard" tier will simply become the Time Warner Cable "standard Internet" tier.

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Our source tells us that markets should also see a shakeup in the pricing of some tiers and services. All markets may see different pricing based on regional competition, but this is an example taken from one market:

•$53.95 for Time Warner 10/1 (Downstream/Upstream) Standard Internet
•$20.00 additional for 20/2 Turbo Internet
•$30.00 additional for 30/5 Extreme Internet
•$50.00 additional for 50/5 Ultimate Ineternet
•$29.95 for 1/1 Lite Internet (Usually a retention only offer)
•$42.95 for 3/1 Basic Internet

All levels of service above Standard will require a DOCSIS 3.0 modem. In addition, the source states that Time Warner Cable's RoadRunner Home-Networking services is going to be re-branded as Time Warner Wi-Fi. It will also see a price break, dropping from $10.95 to $4.95 a month. However, all levels of service above standard include Time Warner Wi-Fi for free. Current 15/1 Turbo users will be 'grandfathered' for pricing but speeds will not increase, and Time Warner Wi-Fi won't be included for those customers.

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Way to kill brand recognition, TWC

What is it with companies that must learn the hard way? TWC spent countless millions over a decade and a half, branding a product that has become synonymous with high speed internet service. Everyone knows Road Runner.

Branding is one of the most important elements of marketing your product, and SUCCESSFULLY branding your product such that it's name becomes synonymous with its function is a long, hard, expensive process.

We call any facial tissue "Kleenex" and our steel wool pot scrubber a "Brillo Pad" even if it's SOS brand. Why? Because of highly successful branding campaigns.

And now TWC wants to dump their ubiquitous, highly successful brand name into the trash.

Take something "catchy" that's associated with a beloved cartoon character known for speed, and really BLAH it down with names like "Standard Internet" and "Turbo Internet".

Utterly forgettable.

Stupid, stupid, stupid.