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.
With the current economic climate, wireless operators face shrinking marketing budgets and reduced consumer spending.
Globally, the credit crunch is very much alive, and operators will be tightening their belts into the foreseeable future by putting off capital purchases.
