Strategies for Mobile Broadband Pricing and Packaging

Table of Contents

• 0. Summary
• 1. Mobile broadband is not one product, but many
  • 1.1 Devices: USB modems will continue to dominate
  • 1.2 MNOs will find it difficult to differentiate their offers in terms of network coverage and capacity
  • 1.3 Customer usage requirements will vary considerably
  • 1.4 MNOs should sell mobile broadband as part of a wider service portfolio
• 2. Effective pricing depends on segmentation
  • 2.1 A range of tariffs is best
  • 2.2 Pricing to suit for the market conditions
  • 2.3 Pricing for DSL replacement guarantees adoption
  • 2.4 Affordability is key, rather than value for money
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List of figures and tables

• Table 1.1: Mobile broadband devices as customer acquisition tools
• Figure 1.1: Evolution path of UMTS
• Table 1.2: Broadband application usage (per user, per month)
• Table 1.3: Benefits of femtocells for voice and data services
• Table 2.1: Sample mobile broadband offers in Italy, August 2008
• Table 2.2: High-level mobile broadband user segmentation
• Table 2.3: Suitability of mobile broadband tariffs to address user segments
• Figure 2.1: Impact of mobile broadband premium on market share
• Figure 2.2: Monthly spend on broadband