monica.paolini posted on May 21, 2010 00:46
I have argued many times that WiMAX gives the opportunity to sell broadband services–of the fixed or the of the mobile variety–using new models. This is not because mobile operators cannot do it in cellular networks (there is actually some evidence of innovation there as well). It is because many WiMAX operators are greenfield players who are more willing to experiment with new pricing models and offerings to subscribers. And this approach appears to be paying off. Success of operators is often driven to a large extent by the ability of the operator to relate to their subscribers, to give them what they want. Yota and P1 are outstanding examples of this new approach.
Both Yota and P1, however, try to keep a small number of plans to simplify the subscription process. The more choices, the more the complexities. It is difficult for subscribers, it is expensive to manage for the operator.
In Denmark, ELRO, a utility that also has built a nationwide WiMAX network in the 3.5 GHz band, uses a very elegant solution to combine flexibility and choice with simplicity, shown in the figure below (in Danish and in translation from Google; also see here): subscribers pick the uplink and downlink speed they need, they get the price in real time (no need to call customer service), and when they find the right cost/service balance, they choose whether they want voice or not, and they are done.
Have you come across other new ways to sell broadband connectivity? If so drop me a line at monica.paolini@senzafiliconsulting.com
