This white paper by Incognito Software Systems Inc. was published in February 2016. It discusses what can be done to ensure the future of cable companies. The paper argues that usage-based pricing will allow companies to become more competitive, and increase their average revenue per use. Usage-based pricing would give users access to a variety of options, and allow providers to charge excessive users. Accurate bandwidth measurement, usage notifications, clear enforcement policies along with usage-based pricing could keep companies profitable without alienating customers.