|
|
 |
|
Viewing report
|
|
|
|
Pricing Mobile Services for Success: Towards a Bundled Future
Analysys Mason Group, June 2006
Pricing decisions have never been more important for mobile operators. Pricing has an immediate role to play in maintaining and growing mobile voice usage and ARPU, and kick-starting much-needed new revenue from mobile data services. It can also have a major impact on the relationship between operators and their customers, and the long term effects of this on churn and price competition. However, mobile service pricing is a complex subject, complicated by the sheer diversity of services, and mobile operators face many pitfalls. Operators must attempt to extract the full revenue potential of each service while taking account of a wide variety of factors, including affordability for end-users, the unique capacity and cost limitations of cellular technology, and the ability to differentiate from competitors.
Pricing Mobile Data Services for Success defines seven golden rules for mobile pricing, as a framework for maximising overall ARPU and profitability. It shows that the emerging approach of bundled pricing adheres well to these rules and discusses how bundled pricing can be applied to deliver major benefits to mobile operators in both the short and long term. The report also evaluates flat-rate pricing, in effect an extreme form of bundled pricing, where unlimited usage of services is provided for a defined price.
Pricing Mobile Data Services for Success answers your key questions:
- How can pricing maximise ARPU and service profitability? What are the golden rules that need to be followed, and how can operators avoid the pitfalls?
- Is bundled pricing the optimum solution? How should it be implemented most effectively?
- How can bundled pricing be used to drive voice usage and the take-up of new data services?
- What are the strategic benefits of bundled pricing? How can it be used to strengthen customer relationships, to increase ARPU, reduce churn and minimise price competition over time?
- Is flat-rate pricing a step too far, or does it have a valuable, albeit limited, role?
- What actions need to be taken by mobile operators, and service management and billing system vendors to seize the opportunities in mobile services pricing?
Who should read this report
- Mobile operators: for analysis and case studies of the optimum pricing strategies for the wide variety of existing and emerging mobile services, to gain short- and long-term advantage in the marketplace.
- Service management and billing system vendors: to understand the requirements that mobile operators will have in the short and long term for service management and billing systems to implement the best pricing strategies.
This report comes with an Excel data annex and half an hour of Analyst Support.
Customers who bought this item also bought
Mobile Pricing Innovations - The price of pricing
Mobile Broadband for the Masses - The Case for Bundled Netbooks
Mobile Media and Entertainment in the US: Value Chains and Pricing Models
Strategies for Mobile Broadband Pricing and Packaging
The World’s Top Ten Non-Voice Services for Mobile Operators
Bundled Communication Services in the United States 2008
Will Flat Rate Pricing Stimulate Usage Mobile Portals?
Lessons from the Japanese and South Korean Mobile Markets: handsets, services, content and pricing
Retail Australian Mobile Voice Pricing Study
Australia - Industry - Pricing Strategies
Mobile Phone Market Data & Analysis: Functional Features, Vendor Strategies, Applications and Pricing Pattern-1Q/09, Korea
Global - Mobile - Revenue, ARPU, Call Charges
|
|
|
|
