Monday, May 07, 2012

Mobile Operators’ Transition to Tiered Data Plans Could Be Rocky

The obstacles presented by mobile operators as they shift from unlimited usage plans for mobile users to tiered data plans are daunting, according to Parks Associates latest, “Mobile Data and Applications: Market Update.” Among the problems they face is that two-thirds of U.S. consumers who plan to purchase a smartphone are unwilling to pay more than $50 per month for their data plans, are extremely price-sensitive, and will complain if they find any hint of their mobile provider engaging in byte-tracking. Education is another hurdle: many mobile users have no idea how much data they use per month, even as they purchase an average of two mobile apps per month. As operators make these and other changes to maintain revenue streams, Parks believes they must make sure not to alienate their customers by recasting their mobile services as “experience-driven,” in order to reduce price-sensitivity and challenge their competitors.

 

From the article, "Mobile Operators’ Transition to Tiered Data Plans Could Be Rocky."

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