ABI Research’s (www.abiresearch.com) latest mobile Internet pricing tracker reinforces the notion that there are essentially five mobile Internet pricing models in operation: the Tiered Usage Pricing Plan; the All You Can Eat Data Plan; the Unlimited Plan with Speed Restriction; the Data Surfing Time Plan; and the Multi-device Shared Plan.
Although much talked about, Multi-device Shared Plans are relatively novel with approximately only 5% of mobile subscribers having the option to subscribe to Multi-device Shared Plans. Of the addressable market, 15% can choose from All You Can Eat Data plans, but 66% only have recourse to the traditional Tiered
“Mobile operators should be prepared to adopt novel pricing models in order to boost subscriber adoption and therefore incremental revenue. Multi-device Shared Plans have helped operators like Verizon in the US to boost revenue per account,” says Jake Saunders, vice president for Forecasting, ABI Research.
Pricing plan diversification can help to optimize the fit of pricing plan versus disposable income groups, adds research associate Marina Lu.
Operators such as T-Mobile Germany, Telecom Italia, and Reliance of India have put in place a mix of different pricing plan models to serve the different needs of customers. ABI Research is expecting more operators to introduce the Multi-device Plan as a way to stimulate the 4G LTE market. In Europe, the Vodafone Group is aiming to bring in the plan by the end of 2013.
