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Developing an Optimal Pricing Strategy

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:

Price: EUR 2,500.00 / GBP 2,400.00

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1
Introduction
1
1.1
Objectives
1
1.2
The Growing Importance of a Pricing Strategy
1
2
A Pricing Framework
2
2.1
Overview
2
2.2
Mobile Market Challenges
3
3
Establishing Strategic Positioning
4
3.1
Customer Demand
4
3.2
Operator Supply
5
3.3
Competition
5
3.4
Positioning Map
5
4
Developing Pricing Propositions
6
4.1
Determining The Elements to be Priced
7
4.2
Establish Segments
8
4.3
Innovative Pricing Concepts
9
4.4
Evaluate Tariff Options
9
5
Implementing a Pricing Strategy
11
5.1
Good Practice
11
5.2
Organisational Design
11
5.3
Communication
12
6
Illustrative Pricing Innovations
13
6.1
Overview
13
6.2
Simple Price Plans
14
6.2.1
Definition and Objectives
14
6.2.2
Operator Examples
15
6.3
Add-ons
15
6.3.1
Definition and Objectives
15
6.3.2
Operator Example: O2
16
6.4
Segmentation and Bundling
17
6.4.1
Definition and Objectives
17
6.4.2
Segmented Operator Examples
18
6.5
Usage and Loyalty Discounts
21
6.5.1
Definition and Objectives
21
6.5.2
Operator Examples
21
7
Summary and Conclusions
23