Showing posts with label mobile pricing. Show all posts
Showing posts with label mobile pricing. Show all posts

Saturday, October 16, 2010

Are U.S. Mobile Users Paying Too Much?

The United States tends to fall in a band of countries that charge higher prices to individual wireless consumers for everything except pure voice service where prices are comparable, a study by the New America Foundation finds. read the full study here. 

So are U.S. mobile users paying too much?

The question is harder to answer than you might think, despite the New America Foundation findings.

Taking a look at single-user plans, the foundation finds that "across postpaid and prepaid voice plans, Canada, U.S., U.K., and Japan mostly fall in the high to middle price tiers while India, Hong Kong and Sweden fall in the low price tier."

The United States is in the highest price tier in the postpaid and prepaid text plans sharing space with U.K., Canada and Denmark while Sweden, India and Japan fall in the lowest price tier, the foundation says.

Finally, Japan, Hong Kong, U.S. and Canada feature in the high to medium price tiers while India, Sweden, and U.K. emerge as winners in the low price tier, the New America Foundation says.

In Canada and U.S., consumers have the highest minimum monthly charge for a complete postpaid cell phone service at $67.50 and $59.99 respectively. Other countries that follow a similar cost structure at lower rates are U.K. at $32.40, Denmark at $39.00, and Finland at $40.10.

These costs are based on plans where consumers are charged for a preset amount of voice minutes, texts, and/or data amount irrespective of the minimum amount of service they use. Significantly, the comparisons also are made of rate plans available to individual consumers.

Within the United States, in 2006, fully 54 percent of adult mobile users subscribe through a family plan, according to the Yankee Group. That was up from the percentage of users on family plans in 2005, when 49 percent of adult subscribers were on a family plan.

Eighty-one percent of all mobile-using teens were on a family plan in mid-2006, up from 75 percent in 2004, the Yankee Group found.

A reasonable estimate might be that 60 percent to 70 percent of U.S. users are now on family plans. That is important when comparing costs and plans across regions and countries of the world because the New America Foundation study compares individual plans, not family plans.

That isn't to say the New America Foundation study is "wrong." But it compares plans that most U.S. users are not buying.

The plans selected for study are important.  The Organization for Economic Cooperation and Development, for example, suggests that U.S. mobile prices are "high," based on a standard set of usage buckets, mirroring the New American Foundation study.

But there's a problem. Most U.S. users talk about four times as much as some Europeans do.

The problem is that the OECD study uses definitions of "low," "medium" and "high" use that might describe usage in the Netherlands, but are wildly inapplicable to typical U.S. usage rates, says George Ford, Chief Economist of the Phoenix Center for Advanced Legal and Economic Public Policy Studies.

Specifically, the OECD analysis calls 44 outbound minutes a month "low," 114 outbound minutes medium and 246 minutes outbound "high" levels of usage.

The average mobile consumer in the United States uses 800 minutes a month, about four times as high as the OECD "high usage" level. Furthermore, the OECD considers 55 text messages a month to be "high use" where the typical U.S. mobile user sends or receives 400 text messages a month.

Since usage plans are directly related to usage, this is an issue that distorts the comparisons, difficult to make under the best of conditions. By definition, the "average" U.S. user is a "high usage" customer. So if U.S. users kept the same behavior patterns, but had to buy plans as the OECD baskets suggest, they would have to pay rates commensurate with very-high usage levels.

In other words, if users in a given country have low usage, and are on low usage plans, then average prices paid will tend to be "lower." In the United States, usage is vastly higher than in Europe.

Normalizing for usage volume, what one finds is that U.S. users pay modest prices for much-higher use. If users in the Netherlands had consumption patterns identical to U.S. mobile users, they would pay very-high prices.

In other words, one cannot simply compare low-usage plans in one country with high-usage plans in another, any more than one can compare low-usage plans in one country with high-usage plans in the same country. Nor can one compared plans that most users do not buy, and produce results that are terribly meaningful.

Friday, June 11, 2010

O2 Scraps Unlimited Mobile Plans

U.K.-based O2 is ending its unlimited data access plans and is switching to buckets of usage.

Beginning June 24 a variety of plans ranging from 500 MBytes to 1 GByte.

Tuesday, March 30, 2010

Tiered Mobile Broadband Pricing "Inevitable"

Tiered pricing--where higher amounts of use will result in higher prices--is inevitable, say analysts at Coda Research Consultancy, driven by U.S. mobile data consumption toward 327TB per month in 2015.

With compound annual growth rates of 117 percent, tiered pricing for mobile internet access will become unavoidable, the company predicts. Most of that increase will come from video, which is growing at a
138 percent CAGR to reach 224TB per month in 2015. At that point, mobile video will represent two thirds of mobile handset data traffic.

The key problem, though, is peak demand, at only some cell sites, as already is the case.

“As carrier networks now stand, network utilization will reach 100 percent in 2012 during peak times," says Steve Smith, Coda Research Consultancy co-founder. That is going to mean actual blocking of access during peak hours, much as users on older fixed networks once experienced occasional "fast busy" signals that indicated no circuits were available for use.

Use of pricing mechanisms will help, as it always does, by allowing consumers to make choices about their consumption. Many object that tiered pricing will face huge opposition from consumers conditioned to "unlimited" usage.

I suspect that will prove wrong. Buckets of usage already have been accepted by consumers who understand they can pay less for lower buckets of use, or more money for higher or unlimited use.

What users manifestly do not like is unpredictability; uncertainty about how high their bills will be at the end of the month. So long as consumers have accurate ways to measure their own usage, and an ability to adjust their plans as needed, without penalty, users will adapt easily to buckets of broadband usage.

In fact, consumers may well appreciate being able to decide for themselves whether they want to pay more to get more, or can simply adjust their usage at certain times of day, or at some places, or delay using some applications, in exchange for lower prices.

Mobile video users will grow at about a 34 percent CAGR, to reach 95 million users in the U.S. market in 2015. Use of mobile social networking will grow at a 21 percent CAGR to 2015.

Non-text-messaging-derived data revenues will climb at a 17 percent CAGR, and will comprise 87 percent of all data revenues in 2015, says Coda.

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