Mobile_Operators服务运营商战略

移动运营商

Consumers Interested in New Mobile Data Plan Options



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Report Summary:

Strategy Analytics web-based consumer surveys among mobile phone owners found that "price of services" is the top factor for selecting a mobile service provider, with over 60% of mobile phone owners ranking service price as a 'Top 3' factor for selecting a provider and 35% ranking service price as the 'Top Factor'. Understanding consumers key to pricing: As mobile has transitioned from a voice-centric to a voice / text/ data / video-centric service, pricing of mobile services has evolved. As service providers evaluate how best to package and price services to further monetize data traffic on their networks while minimizing churn, they need to understand consumer attitudes and preferences and develop improved segmentation. Service plan approaches impact the opportunity to monetize by encouraging more data use by existing subscribers (for business models based on data usage or tiers) particularly through music and video streaming, as well as attracting potential new subscribers. Key findings show interest in new pricing models, with highest interest around options that give consumers more control: * Customizable plans are the most popular data pricing option for users, with 60% of mobile users showing interest, in preference to discount options for limited use. * On-device real-time data top-up is a popular option: More than half of all mobile phone users across the six markets in the survey - US, UK, France, Germany, Spain, China - expressed interest in "a 'dashboard' or 'fuel gauge' on my phone that shows my level of data usage in real-time AND allows me to purchase more data when I am running low."
Table of Contents

    1. Introduction: Pricing is Important Factor in Selecting Mobile Service Provider
    2. Data Caps or Unlimited, Throttle or Overage?
    3. Data Pricing Models: Consumer Preferences


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