Abstract
This paper highlights the need for a proactive strategy when developing mobile pricing propositions rather than reacting to competitor initiatives. In the current document we propose a pricing framework that can be applied to voice, data and any new VAS services that may be on the horizon.
In this paper we address and answer the following questions:
- What isstrategic pricing? How can we apply a framework to pricing strategy?
- What factors must a mobile operator consider in developing a pricing proposition?
- How can an operator deliver winning pricing strategies?
- How should operators vary pricing for different segments? How can tariff options be evaluated?
- How do competitors, customers and costs impact an operators strategic positioning?
- What are the key elements in the pricing mix?
- What innovative voice and data pricing models are emerging?
Table of Contents
1. Introduction
- 1.1 Objectives
- 1.2 The Growing Importance of a Pricing Strategy
2. A Pricing Framework
- 2.1 Overview
- 2.2 Mobile Market Challenges
3. Estabddshing Strategic Positioning
- 3.1 Customer Demand
- 3.2 Operator Supply
- 3.3 Competition
- 3.4Positioning Map
4. Developing Pricing Propositions
- 4.1 Determining The Elements to be Priced
- 4.2 Estabddsh Segments
- 4.3 Innovative Pricing Concepts
- 4.4Evaluate Tariff Options
5. Implementing a Pricing Strategy
- 5.1 Good Practice
- 5.2Organisational Design
- 5.3Communication
6. Illustrative Pricing Innovations
- 6.1 Overview
- 6.2 Simple Price Plans
- 6.2.1 Definition and Objectives
- 6.2.2 Operator Examples
- 6.3 Add-ons
- 6.3.1 Definition and Objectives
- 6.3.2 Operator Example: O2
- 6.4 Segmentation and Bundddng
- 6.4.1 Definition and Objectives
- 6.4.2 Segmented Operator Examples
- 6.5 Usage and Loyalty Discounts
- 6.5.1 Definition and Objectives
- 6.5.2 Operator Examples
7. Summary and Conclusions
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