Xero - 10% price hike in UK

In the UK Xero has just annouced a 10% price increase. Being a current customer I'm not happy to pay more, but I think I'll keep using Xero, mainly due to the hassle of switching to a new platform. And they market to this point very well, as they offer such great upfront incentives to sign up new customers knowing they are pretty sure to hold onto them for a long time. Back in Feb/Mar they ran a marketing campaign for 72hrs that offered 3 months membership at half price.... I bet there is no coincidence that the price hike coincides with the expiry of the discounted price for those new customers.

I have also noticed a big advertising push on their radio adverts in the UK over the past few weeks.

So they currently have over 100k UK customers, if they can increase that number while at the same time get 10% more from the whole customer base that will have a huge impact on their bottom line.