发布时间：2008.7
摘要
Overview
This report examines the innovations being brought to pricing strategies in the mobile market, in particular the pricing schemes for the three most commonly used mobile services: voice calls, SMS and data transmission.
The main focus of the report is on tariffs offered to the consumer sector by mobile network operators from a geographical perspective.
Key Questions
• What innovative pricing schemes are being deployed in the mobile market?
• Can pricing innovation towards specific groups lead to an increase in market shares?
• Innovation in pricing: an answer to acquiring/retaining subscribers and increasing their usage?
• Which lessons by countries: France, Germany, Italy, Japan, Mexico, UK, and USA?
• What are the potential impacts of innovative pricing on the overall mobile market?
目录及图表
Introduction
• mobile market saturation
• innovative pricing as a means of market survival
1. Pricing algorithm of a mobile subscription
1.1. Voice call pricing
• towards the single rate era
• pricing units applied to voice calls
1.2. Data transmission pricing
• a choice: charging by volume, charging by time
• pricing units applied to data transmission
1.3. Subscription methods
• post-paid
• prepaid
2. Different forms of pricing and funding innovation
2.1. Goals of innovative pricing
• to increase market share and ARPU
• to increase customer loyalty
2.2. The various flavours of “free”
• free, without payment: ad-funded calls
• free as complement to fixed payment
• Over-spending and under-spending on inclusive bundles
2.3. Unlimited offers
• unlimited voice calls
• unlimited text messaging (SMS)
• introducing the unlimited Internet (data transmission)
• unlimited Internet from a mobile handset
• unlimited internet on a mobile PC
2.4. Handset subsidies and pricing
• the iPhone business model
• choosing between subsidies or a cheaper tariff
3. Methods for implementing innovative pricing
3.1. Main tariff structures currently in use
3.2. Multi-branding strategy
3.3. Keeping it simple
3.4. Service bundling: double, triple and quadruple play
3.5. Fixed-mobile convergence
3.6. Home zone offer
Conclusion: the price of pricing