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Strategies for Mobile Broadband Pricing and Packaging
Analysys Mason Group, Oct 2008
“Mobile broadband is the single most important growth driver in developed markets for the next 2–3 years. In order to take advantage of the benefits presented by this emerging opportunity, MNOs need to embrace a highly segmented approach to pricing and packaging,” Mark Hatton, principal analyst.
Mobile broadband will be a major driver of growth for mobile network operators (MNOs) in developed markets in the next five years. It also represents an opportunity for MNOs to capitalise on their expensive 3G assets that have largely been standing idle. This report examines how MNOs can optimise their mobile broadband pricing and packaging in order to secure a large share of this growing market as profitably as possible.
Who should read this report:
- MNOs: pricing and packaging will be critical to the success of mobile broadband. MNOs need to understand what the best strategies to profitably address this nascent market segment. This report provides key recommendations on how MNOs should frame their pricing and packaging in terms of devices, cross-selling, price point, bundle sizes and segmentation.
- DSL and cable operators: mobile broadband represents a substantial threat to fixed-line operators. Low-end DSL and cable Internet users will migrate to mobile broadband. Fixed-line operators must understand the threat they face and how they can best counter this low-cost competitive threat.
- Infrastructure vendors: learn about the issues facing MNOs. Pricing will have a massive impact on the adoption of mobile broadband and thus has major implications for network requirements. Knowing how MNOs want and need to shape their tariffs will give a better understanding of their network requirements over the next 3–5 years.
- Device vendors: understand the dynamics of this fast-changing market. Devices are a critical part of the mobile broadband proposition. Different device options will be appropriate for different users and at different price points.
Strategies for mobile broadband pricing and packaging answers your key questions:
- How can MNOs best frame their pricing strategy to reflect the diverse use cases for high-speed data connectivity?
- What is the right price for mobile broadband?
- What are the key differentiation factors for mobile broadband offers and how can MNOs best exploit those opportunities?
- How should MNOs approach device subsidisation and bundling?
- What is the best way for MNOs to integrate pricing strategies across fixed and mobile?
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