Do mobile users really want customized services? As a service provider's data products move towards maturity, the next natural step is to create more flexible and customized products that allow customers to build their own packages. The most recent news on this trend is Virgin Mobile announcing the launch of their Virgin Mobile Custom™ Plans which allow customers to choose between various voice minutes, SMSs, devices and data 'packs' without recurring commitments.
According to Strategy Analytics, its “Consumers Interested in New Mobile Data Plan Options” survey showed that 60% of mobile phone users do want customization while 50% expressed interest in having the ability to buy data on their mobile devices. The survey, which used the inputs from more than 500 mobile phone users across China, France, Germany, Spain, the UK and the USA also showed slight differences between these different markets in terms of user preferences for customization and flexibility.
Among the highlights of the findings includes China having the highest percentage (74%) in terms of preference for customization and also in terms of having a plan option for unlimited social network access (62%). Other highlights include the preference for continuing the use of data service at lower speeds when quota is reached, as observed among users in France and Spain and
- interest among Spanish users (45%) to select plans based on minutes of browsing, video and music rather than a bucket of MB or GB.
"Mobile operators are focused on monetizing their data traffic, and developing new pricing options based on a better understanding of consumer interests and segments is an essential element for driving new revenues."
- Susan Welsh de Grimaldo, Director, Wireless Operator Strategies
"Our results show that the self-service dashboard, where users can check their data usage in real-time, is the best channel to upsell additional data bundles. It is a subtler way to get users on board as they look to balance data needs against avoiding excessive overage charges."
- Phil Kendall, Executive Director, Wireless Operator Strategies
