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Wireless: What are the elements to consider when pricing mobile multimedia services to final end-users?
- What the different pricing models available?
- What are the rationales behind each?
- What are the most successful?
I appreciate your time & answer.
Sebastien,
A lot depends on the actual products and how they are packaged, delivered, etc. Ease of provisioning to the end user is another big dependency. With that said, I would consider two things as top of mind when creating this type of pricing for end users; 1) what is "above the radar screen" point of entry price and 2) what is "below the radar screen" point of entry price - Ideally, for a large consumer (vs. corporate business user) offering you want to have a #2, below the radar screen point of entry price point. The point is that if you can't get the end user to even try the product then nothing else really matters. #2 may also result in a 'free trial' with a timed expiration, a one time use or a 15 day trial for example to "hook" the end user. If you can determine what is that #2, and have a simple provisioning mechanism, your off and running to an agressive upsell marketing plan, to now incrementally gain more wallet share from each end user.
Good Luck,
Peter
October 2008