Executive Summary Mobile network operators (MNOs) must transform their pricing strategies to respond to the profound changes taking place in the mobile broadband (MBB) market. End-user demand for highspeed Anywhere Network

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The Holy Grail of Mobile Broadband Pricing
Published on December 2009
Report Summary
Executive Summary
Mobile network operators (MNOs) must transform their pricing
strategies to respond to the profound changes taking place in the
mobile broadband (MBB) market. End-user demand for highspeed
Anywhere Network® connectivity is growing at breakneck
speed. Yankee Group predicts that aggregate mobile data traffic
will increase by more than 29 times between 2009 and 2015.
The wireless industry is fueling this demand with a rich array of
powerful devices and faster connectivity solutions.
As the industry matures, MNOs must make some tough decisions
to ensure sustainable and economically viable MBB market growth.
They face the real danger that MBB will become unprofitable as
their networks are flooded with hitherto unimaginable traffic
volumes. Under this scenario, MNOs will have little choice but to
restrict or withdraw supply. If that happens, the fast and ubiquitous
connectivity consumers are coming to depend on will grind to a
halt'and that's an outcome that produces no winners.
It doesn't have to be like this. One solution is a more creative
approach to pricing. Operators should innovate to create
differentiated offers, ensure long-term service viability and, most
important of all, deliver better customer experiences.
First operators should acknowledge that their mobile data pricing
objectives must change.
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