Mobile operators and mobile virtual network operators could miss out on a big chunk of change -- up to 16 percent in revenue -- if they don't choose the most appropriate pricing policies for messaging, content and entertainment services, warns a new report by U.K. research firm Analysys.

The report, 'Pricing Mobile Messaging, Content and Entertainment Services: a structured approach to maximizing revenue,' concludes that the pricing of MCE services could have a dramatic effect on overall mobile revenue and average revenue per user.

Choosing the right strategy is critical, and that will vary from operator to operator, the report's author says. The report goes on to explain a four-point plan for operators to follow when determining the appropriate pricing strategy, including setting actual prices based on a progressive program of experimentation.