Pricing strategies and trends of mobile broadband

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Pricing strategies and trends of mobile broadband services of global operators

according to ovum's observation, the monthly average price of global mobile data services increased by 70% from $32 in the fourth quarter of 2012 to $54 in the fourth quarter of 2014. 201 (IEC 60695 ⑵ ⑴ 3) gwit: (0.4mm) 900 ℃ also increased by 37% from the second quarter to the fourth quarter of 2014. The average monthly price of global mobile data services in the second quarter of 2014 was $40

among the 19 countries tracked by ovum, 8 countries exceeded the global average price in the fourth quarter of 2014, including France, Germany, Japan, Mexico, Saudi Arabia, South Africa, the United Kingdom and the United States

how do global mobile operators price their mobile broadband services? What are the differences between regions? We can find out from the latest research of Nicole McCormick, ovum service provider and chief market analyst

figure: Average Monthly Prices of mobile services in different countries around the world (source: ovum)

mobile data pricing strategies of operators

in mobile broadband services, the three most common functions are domestic voice, SMS and WiFi. More than half of the package plans tracked by ovum provide LTE services. In addition, operators do not charge a premium for LTE services. They are under pressure to retain customers, which is also an indispensable test instrument for scientific research institutions to conduct new material research, and often retain customers by providing greater value and flexibility

it is observed that the data quota most often provided by mobile operators is 1GB. 1GB, 2GB, 3gb, 5GB and unlimited are the most common, accounting for 38% of the operator package plan in the fourth quarter of 2014. At the same time, mobile operators are more inclined to charge extra than limit the speed when dealing with the excess use of user traffic

According to the data of the fourth quarter of the year, the vast majority of operators in the world prefer to charge extra for the use of excess traffic, and 45% of the package plans contain clear charging standards for excess use. 26% of the package plans adopt a restrictive approach to excess use, which is considered to be a more beneficial way for consumers, but it also needs to be weighed. Deliberately reducing the service speed may also reduce customers' perception of the service quality they receive

the data flow plan of social apps in emerging markets is increasing.

research shows that since August 2014, more than 28 operators have launched innovative social a, which is not only beneficial to the transformation and upgrading of enterprises. PP data flow tariff plan, including zero tariff data plan, free application access and paid application package

social app data traffic plans now account for about 21% of all new price innovations, but the situation is different in various regions of the world: Facebook and WhatsApp data plans are popular in Asia and Europe, YouTube data plans are increasing in Asia, and music services are increasingly popular in Latin America

it should be noted that most social app data flow plans are aimed at prepaid users. The proportion of prepaid users in emerging markets is very high. Social networking app attracts prepaid users to try it out and drives the use of mobile data

however, the increasing attention of regulators and the continuous network neutrality debate will hinder the development of the zero tariff social app data plan. Operators must rethink data collection and monetization. Nicole McCormick pointed out

content plays an increasingly important role in promoting the use and revenue of data services.

the analyst said that content is a difference, which is helping telecom operators increase the use of users' data traffic and attracting users who use data services for the first time

he gave some content examples, including free data and content: for example, the Philippine operator Smart's interne can see t for all services from exports such as oil spills; Zero tariff content: for example, t baseball of SK Telecom (SK Telecom is the owner of the content); Ott content bundling: Vodafone UK provides LTE users with Sky Sports + spotify + Netflix services; Ott instant messaging partners: cooperation between AIS and line in Thailand, exclusive sticker expression

at the same time, mobile operators are also choosing manufacturers as partners to launch cheap bundled content/app. It is becoming more and more common for manufacturers to reach content partnerships with telecom operators in emerging markets

for example, in the cooperation between Nokia Facebook Airtel in India and Africa, users who buy Nokia Asha 501 with a prepaid price of less than $100 can use Facebook free of charge. At the same time, there is Google's Android one project: low-end prepaid Android one devices will be bound with 100MB free mobile data traffic for Android system upgrade. Users of these Android one devices can download some apps from Google play store for free in the first six months, with a traffic limit of 200MB

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