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28th August 2008
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Home » Maximising Wireless Profit Program » 2004 » Tariffing Mobile Services for Profit » 3G Pricing: Lessons from the Austrian MarketMay 2004 (21 pages)
Even before the market entry of 3, Austrian consumers benefited from some of the most competitive tariffs in Europe. Consequently, 3 faces an even greater challenge in meeting its market share ambitions in Austria than it does in most other markets it has entered. From our analysis of the pricing strategy of 3 Austria since its launch and our discussions with incumbents regarding their likely 3G pricing strategies, we address and answer several questions which will be relevant to many operators in other markets, over the coming year. Specifically we pose the questions:
- What challenges must a 3G pricing strategy overcome?
- Why has 3 Austria failed to achieve its volume targets?
- What can we learn from 2G and 2.5G pricing experience?
- What has been the impact of 3 Austria's pricing strategy on its competitors and how much ARPU has been stripped out of the mobile market since 3's launch?
- What winning pricing strategies are likely to emerge to overcome these challenges?
By interviewing key pricing decision makers within the Austrian mobile market, we have gained insights into the rationale for their existing pricing strategies and their likely future strategies. In this case study, we analyse the market in detail to answer the questions above.
Price: EUR 2,500.00 / GBP 2,000.00 if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us 1 Introduction 1
1.1 Objectives 1
1.2 Framework for Analysis 1
2 Austrian 3G Landscape 2
2.1 3G Market Overview 2
2.1.1 Competition 3
2.1.2 Company Supply?side 3
2.1.3 Customer Demand 4
2.2 3G Pricing Challenges 4
3 Pricing Strategies 5
3.1 Operator's Strategic Positioning 5
3.2 Core Voice Tariff Analysis 5
3.2.1 Core Data Tariff Analysis 9
3.3 Promotions and Extras 12
3.4 Proposition Delivery 12
4 Appraisal of Pricing Strategies 13
4.1 Comparison Between Operators 13
4.2 Some Operator Quotes 17
5 Competitive Response and Market Impact 17
5.1 Voice and Data Pricing Response 17
5.2 Tariff Evolution 19
6 Conclusions 21 |
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