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市場調查報告書
顧客對於行動寬頻收費的不滿與其消除
Addressing Customer Discomfort with Mobile Broadband Pricing
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顧客對於行動寬頻收費的不滿與其消除 是由出版商Mobile Market Development Ltd在2011年05月所出版的。
這份英文市場調查報告書包含29 pages 價格從美金3500起跳。
本報告，調查分析行動資料用戶對於行動寬頻收費的不滿，彙整不滿的根本原因、現在的解決方法、為維持顧客與收益的將來收費設定方法等，由下列摘要形式闡述。
第1章 概要
第2章 簡介
第3章 行動資料使用的分類
第4章 顧客的不滿與現在的解決方案
- 簡介
- 非現實的比較所造成的不滿
- 現在的收費模式
- 現在的解決方案：行動寬頻價值的再定義
- 行動通訊收費的重心轉移
- 從定額制轉向無限制、階層制
- Amazon的Kindle的全包行動資料收費
- 目標放在持續變化的標的
第5章 能否消除不滿
- 簡介
- 消除顧客不滿的各種方式的效果
- 生命階段/市場區塊別的方式
- 自由球員族群
- 無負擔族群
- 負擔族群
- 空巢族群
- 年長者族群
第6章 結論・建議
附錄
Abstract
Unfortunately for MNOs, customer dissatisfaction with mobile broadband pricing
is the tip of an iceberg of concerns about bandwidth and performance.
Customers resent paying additional fees for a mobile broadband service that is
unusable during peak hours or unusable when they need it most (for example, to
look up a train timetable, find nearby friends, or check live traffic
conditions for their journey home).
Unreasonable expectations from users are compounded by the fact that revenues
generated from mobile broadband subscriptions risk falling far short of what
is required to fund investment in the network to improve service and avoid
congestion - which is getting worse as mobile data usage grows exponentially
once smartphone penetration hits 30% of the base.
The dilemma for operators is that the pricing they need to fund the network
may cause users to limit usage and look for alternative solutions, which could
result in permanently lost revenues for MNOs.
This report looks at the issues currently causing discomfort among mobile data
users and how MNOs can price mobile broadband in the future so that customers
remain comfortable and generating revenue.
Table of Contents
1. Overview
2. Introduction
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Currency and Conversions
- 2.4. Further Questions and Feedback
3. Segmenting Mobile Data Usage
- 3.1. Introduction
- 3.2. Mobile Data Segmentation
4. Customer Discomfort and Current Solutions
- 4.1. Introduction
- 4.2. Discomfort Due to Unrealistic Comparisons
- 4.3. Current Pricing Models
- 4.4. Current Solutions - Reframing the Value of Mobile Broadband
- 4.4.1. Shifting the Centre of Gravity for Mobile Telecoms Pricing
- 4.4.2. From Unmetered to ' Unlimited' to Tiered
- 4.4.3. All-inclusive Mobile Data with Amazon' s Kindle
- 4.5. Hitting a Moving Target
5. Has Discomfort Been Addressed?
- 5.1. Introduction
- 5.2. Effectiveness of Approaches in Addressing Customer Discomfort
- 5.3. Approach by Life Stage/Segment
- 5.3.1. Free Agent Group
- 5.3.2. Carefree Group
- 5.3.3. Caring Group
- 5.3.4. Empty Nest Group
- 5.3.5. Senior Group
6. Conclusions & Recommendations
- 6.1. Conclusions
- 6.2. Recommendations
Appendix - Feedback Questions
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