Realtime (or dynamic) pricing as an approach to offering realtime discounts to customers has massive ‘win-win’ upsides for both service providers and users in emerging markets. Early implementations in South Africa demonstrate clear evidence of improving usage, ARPU and market share metrics. The lack of vendor choice and the high price of dynamic pricing solutions are currently the only bottlenecks preventing more operators from adopting realtime pricing. As these issues are increasingly addressed over the next year or so, we expect dynamic pricing to become a standard tool in the emerging market operator marketing and technology portfolio. Early adopters stand to gain most.
