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?
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