Mobile Subscribers Want Customized Service Bundles

By Arselia Gales Comments

Mobile subscribers are willing to pay for a greater degree of personalization across services such as email, Web browsing, social networking and multi-user gaming, according to a report detailing subscribers’ preferences for pricing and service bundles.

The Tekelec-sponsored report by Signals Research Group, "Mobile Broadband Pricing and Bundling – the Voice of the Consumer," is based on composite and regional data gathered from more than 3,000 mobile broadband consumers in Brazil, India, South Korea, the United Kingdom and the United States.

"Understanding demographic differences, device ownership, and existing service experience indicators will help service providers understand customers – what engages them, what disenchants them, what moves and inspires them – not only as individuals, but also as members of communities and groups in an increasingly mobile and social media-oriented world," said Houck Reed, vice president, product management and marketing at Tekelec.

The report shows that customers ranking of pricing concepts based on usage and specific applications is higher than those based on bandwidth/performance, family sharing/bundling of devices, casual usage or free access with advertising. Respondents in all countries surveyed strongly preferred a bundle of multiple services to any single service. Customers want variety in order to use their device for more than one application.

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