Ring Doorbell Price Hike: A Contentious Issue Among Customers

The Ring doorbell, a popular smart home security device, has recently become the subject of controversy due to a significant price hike. The announcement of the increase in subscription fees has left many customers feeling frustrated and disappointed.

After purchasing the Ring doorbell, users pay a subscription fee to receive alerts when the doorbell is rung and to review the footage it gathers. The subscription fee for the basic plan is increasing by 43%, from £34.99 to £49.99 per device, per year. This price increase has sparked anger among customers, with some threatening to cancel their subscriptions and boycott the company.

One user took to the Ring message board to express their disappointment, stating that they would no longer be renewing their subscription. Another user wrote, “A 40% plus increase in annual fee for no extra benefits. Not even an attempt to justify.” Many other customers have reportedly cancelled their subscriptions, while some have previously recommended the cameras but will no longer do so.

In response to the backlash, Amazon, the parent company of Ring, issued a statement. The company insisted that it had regularly found ways to enhance the plan to give customers more value and that it was updating the Protect Basic plan pricing. However, customers do not seem to agree with this justification.

The basic plan price has more than doubled since 2022, when it cost £24.99 per year for each device. Ring customers can also pay monthly, and for them, charges are increasing from £3.49 to £4.99 a month. The upfront cost of the doorbells currently ranges from £49.99 to £169.99, according to Ring’s website.

Natalie Hitchins, from the consumer group Which?, described the price rise as “unwelcome” given the current economic climate, where many people are struggling with the cost of living. She urged Ring to justify the steep increase to its customers.

The number of smart security products, such as those provided by Ring, has increased rapidly in recent years. According to consumer research firm GWI, between 2019 and 2023, the proportion of homes with these devices fitted has risen from 4% to 11%. Ring is one of the market leaders, but the price hike could dent Amazon’s reputation, particularly in the UK, where it is associated with value for money.

Chris Beer, from GWI, warned that the price increase could have unexpected consequences for Amazon. “Certainly in the UK, they’re really associated with value for money,” he told the BBC. “If they’re increasing prices, it might seem a bit more unexpected or unusual, because people are used to a certain level of pricing from them.”

The controversy surrounding the Ring doorbell price hike is a reminder of the importance of transparency and communication between companies and their customers. While price increases are a common occurrence, it is essential to provide justification and value to customers to maintain their trust and loyalty.

In conclusion, the Ring doorbell price hike has sparked anger and frustration among customers, with some threatening to cancel their subscriptions and boycott the company. The increase in subscription fees, from £34.99 to £49.99 per device, per year, has been described as steep and unwarranted by many. The controversy highlights the importance of transparency and communication between companies and their customers and the need for justification and value when implementing price increases.