Developing an Optimal Pricing Strategy

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